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Account Based Content Marketing for Professional Services

With the help of account-based content marketing, your marketing department and digital marketing agency can focus on a select group of clients or accounts. This lets you create content marketers that is hyper-personalized and addresses their specific problems and demonstrates how your product can help them solve them.

Effective ABM content should deliver the right kind of information to every stakeholder at the appropriate time in the buyer center. This means identifying the different types of people and their needs at various stages of their journey.

Targeting specific accounts

Account-based content marketing is a more personal approach to content marketing b2b marketing than traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. Marketers can create and deliver relevant content by identifying and knowing the key decision makers within each account, their issues, and their objectives. This helps to create more productive conversation with customers and prospects that ultimately drives greater business outcomes for the business.

Once you've identified your target accounts The next step is to create accounts plans for each one. This involves analysing each account and determining the channels to utilize to reach the customers in the account to engage with, and what types of content are needed to encourage engagement and conversions. This could include thought leadership content like whitepapers or case studies. whitepapers webinars, case studies, etc.) Retargeting ads, customized website experiences, and other marketing tactics that are customized to each customer.

In the end, account-based content marketing content examples can deliver much higher return on investment than traditional content marketing techniques. 84% of B2B marketing professionals who have integrated account-based marketing into their strategies report higher ROI than any other marketing effort.

While it requires more resources and time to cultivate a smaller number of accounts, the rewards are significant for businesses who want to grow their revenue throughout the funnel. This is particularly applicable to professional services companies where the quality of each prospective client or customer is more important than the number of potential customers they could attract.

ABM is also a great alternative for businesses looking to increase their business with existing customers over time by developing trusting relations. Research has revealed that it's much more cost-effective to invest in maintaining existing customers than to invest money trying to find and convert new customers.

Combining ABM with inbound marketing methods can increase the effectiveness of content marketing. Marketers can enhance the relevancy of their content to buyers at every stage of the buying process by combining pillar content with retargeting and landing pages for lead capture. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion for their sales and marketing teams.

Create Hyper-Personalized Content

ABM is one of the hottest trends in marketing, and it's vital for marketers to know how their current content strategies fit into this new approach. It can be hard to understand how ABM actually works. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM that explained the main aspects to consider and what to expect in a successful execution.

Understanding your ideal client's goals and issues is the first step towards developing an effective ABM strategy. Content that is geared towards these goals allows you to provide more personalized service and increase conversions. Content should be tailored to the needs of each account. This is why it's crucial to outline the journey of people within your accounts. This will help you determine what content (and individual items and pages) is most appealing to your intended audience. This information can be used to optimize the user experience on your website, displaying the most popular content marketing what is to users from these accounts.

It can be difficult to create content that is hyper-personalized, but it's an important step in increasing the impact of ABM. According to State of Marketing, 2023 83% of consumers are willing to share their personal information for better-customized experiences.

AI processing of real-time data is a method to create hyper-personalized content. This will allow you to manage the way your content is presented, make suggestions for future steps and react to events in a flash. This tool can enhance the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

The pillar and cluster structure is another way to hyper-personalize content. This lets you create a full piece that describes the problem that your accounts' target users are facing and then connect it to other pieces which focus on specific aspects of the issue. For example a fitness tracker could have many advantages and common goals however the way in which different types of users use it could differ significantly.

Aligning Sales and Marketing

Professional service marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns that draw large numbers of people in the hopes that a few of them would be converted. This strategy may have worked when B2B marketing followed a more broadcast approach, but it is not as effective today with the Account Based Marketing strategy. Instead of trying to guide all leads through the same steps of the process, you should concentrate on high-value prospects. You can do this by providing them with content or experiences that are customized to their specific needs and challenges.

The first step is to establish your ideal customer profile. This isn't as easy as creating buyer profiles because you must also think about the kinds of solutions each customer is seeking and how best to use them.

Once you know your ICP the next step is to create a content strategy that connects with each of these accounts across several channels. This could range from social media ads to email outreach.

As you begin executing your ABM strategy, it's crucial to keep both your sales and marketing teams on the same team. This will help ensure that your content is relevant to each account, ensuring that you don't spend time and money attracting the wrong type of audience.

Another crucial step is to make use of the data that you have on your top-performing clients. By looking at your previous customer information, you will be able to see what positive attributes they share, such as being in the financial sector or being within a certain size. This data can be used to create targeted marketing campaigns for similar potential customers.

In addition it's crucial to monitor the performance of your ABM strategy and adjust it as needed. For instance, if your target account isn't responding to your content, it may be time to reach out to them and see what else you can do to assist them move along the sales funnel. You can make sure that you align your ABM strategy with your content efforts by following these steps.

Measuring the success

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are personalised and relevant to a specific account or persona. For instance, if you're targeting healthcare organizations your content should be focused on their issues and concerns. This level of personalization doesn't just help with ABM but also helps build strong relationships with prospects and customers.

The best part about ABM is that it can be used throughout the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is because you can identify and interact with a smaller number accounts that are more likely to convert than trying to generate leads from a population that may not be interested.

Although offline strategies like in-person meetings and phone calls or handwritten notes are still efficient, today's buyers prefer remote and digital content marketing self-service. This is why it's crucial to provide customers with the right content at the right time, and on the channel that works best for them.

ABM is particularly effective in engaging C-suite executives who are hard to reach. They tend to ignore the mass email marketing, but are more likely respond to content that speaks to their needs and use instances. Additionally, ABM can help you reduce the time to sell by enabling you to connect with prospects and keep them engaged at crucial points in their journey -- like when they're researching solutions to solve a specific business problem.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's rapidly becoming the most popular strategy for B2B companies seeking 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.