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Account Based Content Marketing for Professional Services

With account based content marketing your marketing department and digital marketing agency can concentrate on a specific group of clients or accounts. This lets you create highly-personalized, targeted content marketing strategy course that speaks directly to their needs and explain how your product will help these issues.

ABM content that is successful must provide the right information to every stakeholder in the buyer's center at the right moment. This means identifying the different personas and their needs at various stages of their journey.

Targeting Accounts with Specific Goals

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. Marketers can develop and distribute relevant content by understanding the key decision makers within each account, their issues and goals. This results in a more productive dialog with prospects and customers, which ultimately leads to more profitable business results.

Once you've identified your desired accounts, the next step is to design accounts plans for each one. This involves analysing each account and determining the channels to utilize and which customers within the account should interact with, and what is content in marketing kinds of content are needed to increase engagement and converts. This may include thought leadership content (e.g. Whitepapers, case-studies, webinars, retargeting advertising, personalized website experiences and other marketing techniques that are customized to each customer are all possible.

Account-based marketing can yield an even higher return on your investment than traditional content strategies. 84% of B2B marketing professionals who have integrated account based marketing into their strategies report higher ROI than any other marketing strategy.

Although it takes more resources and time to cultivate small groups of accounts, the advantages are significant for businesses who seek to increase their revenues across all stages of the funnel. This is especially true for professional services businesses where the quality of each prospective client or customer is more important than the amount of people they can attract.

Additionally, ABM is a great fit for businesses that want to expand their business with existing customers by building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than investing money to acquire new customers.

Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. By utilizing the combination of pillar content, retargeting and lead capture landing pages, marketers can provide more relevance to prospects at all stages of the buying process. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion for their sales and market teams.

Create content that is hyper-personalized

ABM is one of the hottest trends in marketing, and it's vital for marketers to know how their existing content strategies fit into this new approach. It can be difficult to understand how ABM actually operates. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM that explained the main aspects to consider and what to expect from a successful execution.

The most efficient ABM content strategy starts by understanding your ideal client's pain points and goals. Making content that is in line with these objectives will allow you to provide a personalized experience, which will ultimately improve conversions. Content should also be tailored to the requirements of each account. It is therefore important to map the journey of users within each account. By doing this, you'll be able to determine what kinds of content (and even individual items and pages) are the most interesting for the people who are on them. This information can be used to improve the user experience for those with these accounts, and show the best performing content marketing agency uk.

It's not easy to create hyper-personalized content, but it's a vital step to increase the impact of ABM. According to State of Marketing, 2023 83% of customers are willing to exchange their personal information to receive an experience that is more personalized.

AI processing of real-time data is one method to create hyper-personalized content. This will allow you to determine the way that your content is presented, provide suggestions for future steps, and react to events in real-time. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for multivariate testing and strategic planning.

The cluster and pillar structure is another method to hyper-personalize content. This lets you create a an extensive piece of content that addresses the issue that your targeted accounts have to face, and connect to additional pieces that specifically address the problem. For example a fitness tracker could have a variety of common goals and advantages however, the manner in which different kinds of users use it can vary significantly.

Aligning Marketing and Sales

Professional service marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns that draw large numbers of people with the hope that a few of them would convert. This strategy might have served its purpose when B2B marketing was more of a broadcast-based model, but it's no longer efficient with the modern Account Based Marketing (ABM) strategy. Instead of trying to push all leads through the same stage of the process, it's important to concentrate on attracting high-value prospects and providing them with content and experiences that are adapted to their specific needs and challenges.

The first step is to identify your ideal client profile (ICP). It's not as easy as creating buyer profiles because you must also think about the kinds of solutions each customer is looking for and the best way to make use of them.

Once you have identified your ICP then, create a strategy for content that connects with each account through several channels. This could range from social media ads to email outreach.

It's essential that your marketing and sales teams are on the same page when you implement your ABM strategy. This will help ensure that all of your content is relevant to each account, so that you don't waste time and resources attracting the wrong kind of audience.

A key step to take is to utilize the information you have on your best-performing clients. You can determine the positive characteristics that your clients share by analyzing their historical data. For instance, they may all be in the financial services industry or have a similar business size. This data can be used to create targeted campaigns for similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any needed adjustments. For instance, if your target account isn't responding to your content, it might be time to reach out to them and find out what else you can do to assist them move along the sales funnel. You can align your ABM strategy with your content strategy by following these steps.

Measuring Success

Account-based content marketing focuses on creating resources, like blogs, videos, reports, and webinars, that are relevant and personalized for a specific individual or account. If you're looking to reach healthcare companies for instance, your content should be centered around their issues and pain points. This level of personalization is not just essential in ABM however, it's an excellent method to establish strong relationships with your potential clients and customers.

The best part about ABM is that it can be utilized at every stage of the sales funnel. In fact, it can be even more effective than traditional lead generation when utilized at the top of the funnel. This is because it will assist you in identifying and engaging only a few accounts that are likely to convert, rather than trying to generate leads from a large crowd that may not be interested in your product or service.

Although there is still a need for offline relationship building tactics such as in-person meetings, phone calls, and handwritten notes, most customers nowadays prefer digital self-service and remote engagement. It's essential to provide the right Content Marketing Tools at the right moment and in the format they prefer.

ABM is particularly effective in reaching out to C-suite executives who are difficult to reach, who are often dismissive of mass-email campaigns, but are more likely to respond to content that speaks directly to their needs and usage scenarios. In addition, ABM can help you accelerate sales by allowing you to connect with prospects and keep them engaged at crucial points in their journey -- for instance, when they're looking into solutions to solve a specific business problem.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's quickly becoming the most popular strategy for B2B companies looking to boost performance and increase revenue. In fact, 76% of marketers who have adopted the ABM approach say it improves ROI, while 81% report that it increases deal close rates and upselling/cross-selling rates.