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Account Based Content Marketing for Professional Services

With account based content marketing your marketing department and digital marketing agency can focus on a small number of clients or accounts. This lets you create highly-personalized targeted content that talks directly to their issues and explains how your product can help them.

Effective ABM content must deliver the appropriate information to every stakeholder at the right moment in the buyer's center. This requires identifying the requirements of each persona at different phases of their journey.

Targeting specific accounts

Account-based content marketer marketing is a more personal approach to content marketing than traditional strategies, which aim to convert strangers using large marketing campaigns into leads. By identifying the key account decision makers and understanding their pain points and objectives, marketers can create and provide content that is appropriate to the specific accounts. This results in a more productive interaction with customers and prospects and ultimately results in greater business outcomes.

Once you've identified your desired accounts, the next step is to develop accounts plans for each one. This requires analyzing every account and determining the marketing channels to be used for each account, the types of buyers in each account that should be engaged and what type of content is needed to drive engagement. This may include thought leadership content (e.g. whitepapers, case studies, webinars) as well as retargeting ads. personalized website experiences and other marketing strategies that are customized to each customer.

This is why account based content marketing can yield a higher return on investment than traditional best content marketing agency marketing tactics. In fact, 84% of B2B marketers who have integrated account-based marketing into their strategy report higher returns on investment than any other type of marketing strategy.

Although it takes longer and resources to cultivate only a few target accounts, the benefits of a strong account-based approach to content marketing are significant for businesses that wish to increase their revenue across all stages of the sales funnel. This is especially true for professional service businesses where the quality of the customers or prospects is more important than the number of people they can attract.

ABM is also a great option for businesses who want to increase their business with existing customers over time by developing trusting relations. Research has proven that it's far more cost effective to invest in maintaining existing customers than it is to invest money trying to find and convert new ones.

By combing ABM with traditional methods of inbound marketing companies can increase the effectiveness of their content marketing efforts. Marketers can enhance the relevancy of their content to potential customers at every stage of their buying journey by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.

Creating Hyper-Personalized Content

ABM is among the hottest trends in marketing, and it's vital for marketers to understand how their existing content strategies can be integrated into this new strategy. It can be a bit difficult to comprehend how ABM can be applied in real-world. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM that explained the main considerations and what to expect in a successful execution.

Understanding your ideal client's needs and issues is the first step to developing a successful ABM strategy. Content that is in line with these goals will allow you to provide more customized service and increase conversions. Content should also be tailored to the requirements of each account. It is crucial to track the journey of users within each account. This will allow you to determine what content (and individual items and pages) is most appealing to your target audience. This information can then be used to optimize journeys on your site, showing top performing content to people who visit those accounts.

Making content that is hyper-personalized can be a challenge, but it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal information for a more customized experience.

One way to create hyper-personalized content is through AI processing on real-time data. This can help you control the way your content is distributed, provide suggestions for future steps, and react to events in real-time. This tool can improve the effectiveness of ABM campaigns. It cannot replace the need for multivariate testing or strategic planning.

The cluster and pillar structure is another method of hyper-personalize content. This lets you create a full piece that explains the issue that your accounts' target users are facing and connect it to other pieces which specifically address the issue. For example fitness trackers may have a variety of common goals and advantages however, the manner in which different kinds of users use it could differ significantly.

Aligning Marketing and Sales

Professional service marketers have traditionally focused on creating an efficient sales channel by using broad marketing campaigns to appeal to large groups in the hopes that a portion of them would convert. This strategy may have worked in the past when B2B marketing followed a more broadcast-based model, but it's no longer effective in today's Account Based Marketing strategy. Rather than trying to push all potential leads through the same stage of the process, it's important to focus on targeting high-value prospects and providing them with experiences and content marketing strategy that are adapted to their specific needs and requirements.

The first step is to establish your ideal client profile. This isn't as easy as creating buyer profiles, as you need to look at the different types of solutions that each client is looking for and how to make use of them.

Once you know your ICP, the next step is to develop an effective strategy for content that is connected to each of these accounts across different channels. This could range from social media content marketing media advertisements to email outreach.

When you are beginning to implement your ABM strategy, it's important to keep your marketing and sales teams on the same team. This will help ensure that your content is relevant to each account, ensuring that you don't waste time and resources trying to reach the wrong audience.

The most important thing to do is to use the data you have about your most successful clients. By looking at your previous customer information, you will be able to see what positive attributes they have in common, such as being in the financial services sector or being within a certain size. This data can be used to design targeted campaigns targeting similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any needed changes. For instance, if your target account isn't responding to your content, it could be time to contact them and find out what else you can do to assist them move along the sales funnel. You can integrate your ABM strategy with your content efforts by following these steps.

Measuring Success

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are personalised and relevant to a particular account or persona. If you're looking to reach healthcare companies, for example, your content should be centered around their pain points and issues. This kind of personalization does not only help with ABM but also helps build strong relationships with potential customers.

ABM can be used at all stages of the sales funnel. In fact, it can be more effective than traditional lead generation if utilized at the top of the funnel. This is because you can identify and interact with a smaller number of accounts that are more likely to convert than trying to generate leads from an audience that may not be interested.

While there's still a place for offline relationships-building strategies such as in-person meetings, phone calls, and handwritten notes, the majority of customers today prefer digital self-serve and remote engagement. It's essential to provide the right content at the right moment and on the channel they prefer.

ABM is particularly effective for reaching out to executives in the C-suite who are difficult to reach who are typically skeptical of mass-email campaigns, but are more likely to respond to content that addresses their requirements and use cases. ABM can also help you accelerate sales by allowing engagement with prospects at the most crucial stages in their journey, for instance when they are looking for solutions to address specific business problems.

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