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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 concentrate on a specific group of accounts or clients. This lets you create highly-personalized specific content that speaks directly to their needs and explain how your product will help these issues.

Effective ABM content should provide the appropriate information to every stakeholder at the right time in the buyer center. This means identifying the needs of each person at different stages of their journey.

Targeting specific accounts

Account-based content marketing is a more personal approach to content marketing than traditional strategies, which seek to convert strangers using large marketing campaigns into leads. Marketers can create and present relevant content by understanding the key decision makers within each account, their challenges, and their objectives. This results in a more productive interaction with customers and prospects and ultimately results in better business results.

Once you've identified your desired accounts The next step is to design plans for each account. This involves analysing each account and determining the channels to utilize to reach the customers in the account should interact with, and what content marketing kinds of content are needed to increase engagement and converts. This could include thought-provoking content such as whitepapers, or case studies. Whitepapers, case-studies webinars, retargeting ads, webinars personalized website experiences and other marketing techniques specific to each client are all possible.

As a result, account-based content marketing is able to deliver much better ROI than traditional content marketing tactics. In fact, 84 percent of B2B marketers who have integrated account-based marketing into their strategy report higher returns on investment than any other type of marketing campaign.

Although it takes more effort and time to nurture a smaller number of accounts, the rewards are significant for companies that seek to increase their revenues at all stages of the funnel. This is particularly applicable to professional services companies where the quality of each prospect or customer is more important than the number of customers they can draw.

Additionally, ABM is a great choice for companies that wish to increase their reach with existing customers by building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than spending money to acquire new customers.

Combining ABM with inbound marketing strategies can maximize the impact on content marketing. Marketers can make their content more relevant to buyers at every stage of the purchasing journey by mixing pillar content with retargeting and landing pages for lead capture. This allows them to create additional revenue opportunities through acquisition, acceleration and expansion for their sales and market teams.

Create Hyper-Personalized Content

ABM is a hot trend in marketing. It's important that marketers understand how to adapt their strategies for content to the new method. But it can be 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 provided a crash course on ABM that explained the main factors to be considered and what you can expect from a successful implementation.

Understanding your ideal client's goals and pain points is the first step in developing an effective ABM strategy. Content that is geared towards these goals allows you to provide more customized service and increase conversions. Content should be tailored to the requirements of each account. It is therefore important to track the journey of each user within the account. This will allow you to determine which content (and particular pages and items) is most engaging for your intended audience. This information can be used to optimize the user experience for those with these accounts, showing the most successful content.

It's not easy to create hyper-personalized content marketing agency however, it's a crucial step to increase the impact of ABM. According to State of Marketing 2023, 83% of people are willing to share their personal information in exchange for a more personalized experience.

One way to create hyper-personalized content is to use AI processing real-time data. This can help you manage the way your content is delivered, make suggestions for next steps and respond to events in a flash. While it's not a replacement for multivariate testing or strategic planning, it is a great tool to increase the effectiveness of your ABM campaigns.

The pillar and cluster structure is another way to hyper-personalize content. This allows you to have an entire piece of content that explains the issues that your target accounts are facing, and then connect to additional pieces that address specific aspects of the issue. For instance, a fitness tracker may have a variety of common goals and benefits however, the manner in which different kinds of people use it can vary significantly.

Aligning Marketing and Sales

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

The first step is identifying your ideal client profile (ICP). It's not as easy as creating buyer profiles as you need to look at the different types of solutions each customer is seeking and how best to use them.

Once you have identified your ICP and a strategy, you can create a plan for content that connects with each account through multiple channels. This could include anything from social media advertisements to email outreach.

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

Another key step is to make use of the data that you have on your most successful clients. You can identify positive attributes that your clients share by looking at their historical data. For instance, they may all belong to the financial services industry or have a similar business size. This information can then be used to develop targeted marketing campaigns for similar potential customers.

Additionally it's crucial to monitor the effectiveness of your ABM strategy and adjust it as needed. If your target audience does not respond to your content, you may be able to contact them and see what you can do to get them further down the sales funnel. You can make sure that you align your ABM strategy with your content strategy by following these steps.

Measuring Success

Account based content marketing is about creating content (videos reports, reports, blog posts and webinars) that are personalized and relevant to a particular account or persona. For instance, if you're targeting healthcare companies your content must be focused on their pain points and challenges. This level of personalization does not only help with ABM but also builds strong relationships with prospects and customers.

The greatest benefit of ABM is that it can be utilized throughout the sales funnel. It can even be more effective than traditional lead generation at the top of a funnel. This is because it will help you identify and engage a small number of accounts that are likely to convert, instead of trying to generate leads from a large audience that might not be interested in your product or service.

While there's a place for offline relationships-building strategies such as face-to-face meetings, phone calls, and handwritten notes, the majority of customers today prefer digital self-serve and remote engagement. That's why it's vital to provide them with the right content at the right time, on the channel that is most effective for them.

ABM is particularly effective in engaging C-suite executives who are difficult to reach. They tend to ignore mass email campaigns and are more likely to 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 your prospects at the most crucial stages of their journey -- like when they're researching solutions to address a specific business issue.

Although ABM isn't around for longer than traditional marketing and sales strategies, it's fast becoming a leading strategy for B2B companies seeking to enhance their performance and generate 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.