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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 accounts or clients. This allows you create hyper-personalized targeted content that talks directly about their pain points and describes how your product can solve these issues.

Effective ABM content should deliver the correct information to every stakeholder at the appropriate time in the buyer center. This requires identifying the requirements of each individual at various phases of their journey.

The goal is to target specific accounts

Account-based content marketing is a more personal approach to content marketing content than traditional strategies, which aim to convert people who are not familiar with marketing campaigns into leads. By identifying the most important account decision makers and understanding their needs and objectives, marketers can create and distribute content that is targeted to specific accounts. This can help create more productive dialogue with prospects and customers which ultimately leads to greater business outcomes for the business.

Once you've identified the target accounts, the next step is to design accounts plans for each one. This involves analysing each account and determining the marketing channels to use to reach the customers in the account should be engaging with, and what kinds of content are needed to drive engagement and conversions. This could include thought leadership content (e.g. whitepapers webinars, case studies, or whitepapers) Retargeting ads, personalized website experiences and other marketing tactics specific to each client.

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

While it takes more time and resources to cultivate only a few target accounts, the content marketing advantages of an account-based content marketing strategy are significant for businesses that wish to increase their revenue across all stages of the sales funnel. This is especially relevant for professional service companies, where the quality of the customers or prospects is more important than how many people they can attract.

ABM is an excellent option for companies who wish to expand business with their existing customers over time, by establishing trusting relations. Research has shown that investing in existing customers is more cost-effective than spending money to find and convert new customers.

By using ABM with traditional methods of inbound marketing businesses can maximize the effectiveness of their content marketing efforts. Marketers can make their content more relevant to buyers at every stage of their buying journey by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and market teams.

Making Hyper-Personalized Content

ABM is one of the hottest trends in marketing, and it's important for marketers to understand how their existing content strategies are able to be integrated into this new method. But it can be difficult to get your head around how ABM can be applied in real-world. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main aspects to consider, and what to expect for the success of implementation.

The most effective ABM content strategy starts with understanding your ideal client's needs and their goals. Creating content that aligns with these goals will allow you to provide a personalized experience, which will ultimately improve conversions. Content must also be tailored to the specific needs of each account. This is why it's important to map out the journey of people within each of your target accounts. By doing this, you will be able to see what types of content (and even individual pages and items) are most engaging for the people who are on them. This information can be used to improve the user experience on your site, showing the most effective content to visitors who are on these accounts.

Making content that is hyper-personalized isn't easy, but it is an essential step in increasing the impact of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to share their personal information to receive an experience that is more personalized.

One way to create hyper-personalized content is to use AI processing real-time data. This will allow you to manage the way your content is delivered and make suggestions for the future steps and react to events instantly. This tool can enhance the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.

The cluster and pillar structure is another method to hyper-personalize content. This allows you to create a complete piece that describes the problem your targeted accounts face and connect it to other pieces that focus on specific aspects of the issue. For example, a fitness tracker may have a variety of advantages and common goals however the way in which different types of people use it can vary significantly.

Aligning Sales and Marketing

Traditionally, professional service marketers focused on developing an efficient sales funnel that was linear using broad marketing campaigns that enticed large groups of people with the hope that one or more would be converted. This strategy may have worked when B2B marketing employed a more broadcast approach, but it is no longer effective in today's Account Based Marketing strategy. Instead of trying to push all potential leads through the same phase of the process, it's important to focus on targeting high-value prospects and provide them with experiences and content that are tailored to their particular needs and requirements.

The first step is to identify your ideal customer profile. It's not as easy as establishing buyer personas since you need to be aware of the types of solutions that customers are seeking and how they can be used to the best advantage.

Once you know your ICP The next step is to design a strategy for your content that connects to each of these accounts across several channels. This could include everything from social media ads to email outreach.

It's essential that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant to each account and ensure that you don't spend your time or resources on the wrong audience.

A key step to take is to utilize the information you have about your most successful clients. Through analyzing your customer information, you will be able to see what positive attributes they have in common, such as being in the financial services industry or being within a certain size. This information can be used to develop targeted marketing campaigns targeting similar prospects.

In addition to this it's crucial to monitor the effectiveness of your ABM strategy and make changes as needed. For instance, if your target account isn't responding to your content, it might be time to contact them and ask what content marketing else you can do to help 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 trends marketing is about creating content (videos reports, blogs, posts and webinars) that are personalised and relevant to a specific account or persona. For example when you're targeting healthcare companies your content must be focused on their issues and concerns. This type of personalization does not only help with ABM but also builds solid relationships with prospects and customers.

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

While there's a place for offline relationship building tactics such as face-to-face meetings, phone calls, and handwritten notes, most customers today prefer digital self-serve and remote engagement. It's crucial to provide the right content at the right time and using the channel they prefer.

ABM is particularly effective for reaching out to C-suite executives who are difficult to reach, who are often dismissive of mass email marketing, but are more likely to react to content that is tailored to their requirements and use cases. ABM can also help accelerate sales by enabling engagement with prospects at key stages in their journey, like when they are researching solutions to solve specific business challenges.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's quickly becoming a top choice for B2B companies looking to improve their 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.