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Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a particular set of clients or accounts with account-based content marketing for b2b marketing. This allows you to create content that is highly personalized and is directly addressing their issues and demonstrates how your product can help them solve them.

Effective ABM content should provide the appropriate information to every stakeholder at the right moment in the buyer center. This means identifying the different individuals and their requirements at different stages of their journey.

Targeting specific accounts

In contrast to traditional content strategies which seek to attract and convert strangers into leads using broad marketing campaigns, account-based content marketing focuses on connecting with specific accounts in a highly personalized way. By identifying the key decision makers at each account and understanding their needs and goals, marketers can create and distribute content that is relevant to the specific accounts. This helps to create a more fruitful dialog with customers and prospects which ultimately leads to greater business to business content marketing outcomes for the organization.

After identifying your target accounts You must then make accounts plans for each. This involves analysing each account and determining which channels to utilize, which buyers within the account should be engaging with, and what kinds of content are required to increase engagement and converts. This could be thought leadership content, such as whitepapers or case studies. Whitepapers, case studies webinars, retargeting advertisements, webinars personalized website experiences and other marketing strategies that are customized to each customer are all possible.

In the end, account based content marketing can deliver much more ROI than traditional content marketing strategies. In fact 84% of B2B marketers who have incorporated account-based marketing into their strategy report higher return on investments than any other marketing effort.

Although it takes more effort and time to nurture small groups of targeted accounts, the benefits are significant for companies who want to grow their revenue at all stages of the funnel. This is particularly true for professional services businesses where the quality of each prospect or customer is more important than the amount of people they can attract.

ABM is also a great alternative for businesses looking to grow their business with existing customers over time by building trusting relationships. Research shows that investing in existing customers is more cost-effective than investing money to acquire new customers.

Combining ABM with inbound marketing methods can increase the effectiveness of content marketing. Marketers can make their content more relevant to potential customers at every stage of the buying process by using pillar content in conjunction with retargeting and landing pages for lead capture. This enables them to create more acquisition as well as acceleration and expansion revenue opportunities for their marketing and sales teams.

Creating Hyper-Personalized Content

ABM is among the hottest trends in marketing, and it's important for marketers to understand how their existing strategies for content marketing on social media can be integrated into this new strategy. It can be hard to comprehend how ABM actually works. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM and explained the most important aspects to consider and what to expect in a successful execution.

The most effective ABM content strategy begins with understanding your ideal client's pain points and goals. Content that is aligned with these goals allows you to provide more customized service and increase conversions. content of marketing strategy should be tailored to the requirements of each account. It is therefore crucial to map the journey of each user within the account. By doing this, you'll be able see what types of content (and even individual pages and items) are the most interesting for those who visit your site. This information can be used to optimize the user experience for those with these accounts, showing the best performing content.

Creating hyper-personalized content isn't easy, but it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023 83% of customers are willing to share their personal data for a more customized experience.

AI processing of real-time data is a way to create hyper-personalized content. This will allow you to determine how your content is delivered and provide suggestions for the next steps, and respond to events in a flash. While it cannot replace your multivariate testing or strategic planning, it can be a powerful instrument to improve the effectiveness of your ABM campaigns.

Another way to hyper-personalize your content is to use the pillar and cluster content structure. This allows you to have a comprehensive piece of content that describes the problem that your target accounts face, and then link to supplementary pieces that specifically address the problem. Fitness trackers, for instance can have a variety of common benefits and goals but the method in which individuals use them may be quite different.

Aligning Sales and Marketing

Professional services marketers have traditionally focused on creating a linear sales channel, using broad marketing campaigns to reach large audiences in the hope that one or more of them would be converted. This strategy may have been effective in the past when B2B marketing was more of a broadcast-based model, but it's no longer efficient in the current Account Based Marketing (ABM) strategy. Instead of attempting to push all prospects through the same phases of the process, you should focus on prospects with high value. This can be achieved by providing them with experiences or content specifically tailored to meet their specific needs and challenges.

The first step is to identify your ideal client profile (ICP). It's not as easy as establishing buyer personas because you have to take into account the types of services that each customer is seeking and how they will be utilized.

Once you have identified your ICP, develop a strategy for content that connects to each account on multiple channels. This could range from social media ads to email outreach.

It is essential that your marketing and sales teams are on the same page as you implement your ABM strategy. This will help ensure that all of your content is relevant to each account, ensuring that you don't spend time and resources trying to reach the wrong kind of audience.

Another important step is to leverage the information you have on your most successful clients. You can find positive traits that your customers share by looking at their historical data. For example, they may all be in the financial services industry or have a similar company size. This information can then be used to develop targeted marketing campaigns to target similar prospects.

It's also important to track your ABM strategy's performance and make any necessary changes. For instance, if your target account isn't responding to your content, it may be time to contact them and find out what else you can do to assist them move down the sales funnel. If you take these steps, you'll be able to make your ABM strategy and content efforts more aligned, which will ultimately help to drive more conversions.

Measuring Success

Account based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are personalized and relevant to a specific account or persona. If you're aiming to reach healthcare companies, for example your content must be centered around their problems and concerns. This kind of personalization isn't just important in ABM however, it's a great way to build strong relationships with your prospects and customers.

ABM can be used at all stages of the sales funnel. It can even be more efficient than traditional lead generation at the top of a funnel. This is because you can identify and engage with a small number accounts that are more likely to convert rather than trying to generate leads from an audience that may not be interested.

While offline methods like phone calls and meetings in person, or handwritten notes are effective, today's buyers prefer digital self-service and remote engagement. That's why it's vital to provide them with the appropriate content at the right time, and on the channel that is most effective for them.

ABM is particularly effective for reaching out to executives in the C-suite who are difficult to reach, who are often dismissive of mass-email campaigns, but are more likely to respond to content that is tailored to their needs and use cases. Additionally, ABM can help you shorten the sales cycle by enabling you to reach and engage your prospects at crucial points in their journey, for instance, when they're looking into solutions to solve a particular business problem.

Although ABM isn't as well-known as long as traditional marketing and sales strategies, it's fast becoming the most popular strategy for B2B companies seeking to improve their performance and drive higher 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.