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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 select group of clients or accounts. This lets you create highly-personalized, targeted content that speaks directly to their needs and explain how your product will solve them.

ABM content that is efficient must convey the right information to each stakeholder in the buyer's centre at the right moment. This involves identifying the various individuals and their needs at various stages of their journey.

Targeting specific accounts

Account-based content marketing is a more personalized approach to content marketing compared to traditional strategies, which attempt 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 goals, marketers are able to create and distribute content that is relevant to specific accounts. This results in a more productive interaction with customers and prospects, which ultimately leads to greater business outcomes.

After identifying the accounts you want to target You must then make accounts plans for each. This involves analyzing each account and determining the marketing channels to employ and which customers within the account should interact with, and what kinds of content are required to increase engagement and converts. This could include thought leadership content (e.g. Whitepapers, case studies, webinars, retargeting advertising personalized website experiences and other marketing strategies that are tailored to each account are all possible.

Account-based content marketing can provide an even higher return on your investment than traditional content strategies. In fact 84% of B2B marketers who have integrated account-based marketing in their strategy report higher return on investments than any other marketing effort.

Although it takes more effort and time to cultivate a smaller number of targeted accounts, the rewards are significant for companies who want to grow their revenue throughout the funnel. This is especially true for professional services businesses where the quality of each prospect or customer is more important than the amount of potential customers they could attract.

Additionally, ABM is a great fit for businesses that want to grow their business with existing customers by establishing trusting relationships over time. Research shows that investing in existing customers is more cost-effective than investing money to find and convert new customers.

Combining ABM with inbound marketing strategies will maximize the impact of content marketing tools marketing. Marketers can improve the relevance of their content to prospects at each stage of the buying process by combining pillar content with the retargeting technique and landing pages for lead capture. This enables them to generate more acquisition, acceleration, and growth revenue opportunities 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 understand how their existing content strategies can be integrated into this new strategy. It can be a bit difficult to understand how ABM can be applied in real-world. 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 factors to be considered and what you can expect from a successful execution.

The most efficient ABM content strategy starts with understanding your ideal client's needs and objectives. Making content that is in line with these goals will enable you to deliver a more personalized experience and ultimately increase conversions. Content should be tailored to the specific needs of each account. It is therefore crucial to map the journey of each user within the account. By doing this, you'll be able to see what types of content (and even individual items and pages) are the most interesting for the people who are on them. This information can then be used to optimize the user experience on your website, and show top performing content to people who are on those accounts.

It's not easy to create hyper-personalized content but it's an important 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 customized experience.

AI processing of real-time data is one way to create hyper-personalized contents. This will help you determine the way that your content is presented and provide suggestions for the next steps, and react to events in real-time. This tool can increase the effectiveness of ABM campaigns. It cannot replace the need for multivariate testing or strategic planning.

The pillar and cluster structure is another way to personalize content Marketing tools. This allows you to create a comprehensive piece that describes the problem your targeted accounts face, and then connect it to other pieces which focus on specific aspects of the issue. Fitness trackers, as an example are able to provide a range of common advantages and goals, but the way that different people use them can be very different.

Getting Sales and Marketing Aligned

Traditionally, professional service marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that targeted large groups of people with the expectation that one or more would be converted. This strategy might have served its purpose 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 leads through the same steps of the process, you should focus on high-value prospects. This can be achieved by providing them with experiences or content of marketing strategy specifically tailored to their specific requirements and issues.

The first step is to establish your ideal client profile. This isn't as simple as establishing buyer personas since you need to be aware of the types of solutions each customer is looking for and how they can be best utilized.

Once you have identified your ICP the next step is to create a strategy for your content that connects with each of these accounts across several channels. This could include everything from social media advertisements to email outreach.

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

Another crucial step is to make use of the information you have on your top-performing clients. By analyzing your historical customer data, you can see what positive attributes they have in common, like being in the financial sector or being within a certain size. This information can be used to develop targeted marketing campaigns for prospects with similar characteristics.

It's also essential to keep track of your ABM strategy's performance and make any necessary changes. For example, if your target account isn't responding to your content, it could be time to contact them and ask what is content in marketing else you can do to assist them move down the sales funnel. By taking these steps you'll be able make your ABM strategy and content strategies more aligned and ultimately help to drive more conversions.

Measuring Success

Account-based content marketing is about creating resources, such as blogs, videos, reports, and webinars, that are relevant and customized for a specific persona or account. If you're trying to target healthcare organizations, for example your content should be centered around their pain points and issues. This type of personalization does not only help with ABM but also helps build solid relationships with prospects and customers.

The most appealing aspect of 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 the funnel. This is because it will help you identify and engage just a handful of accounts that are likely to convert, rather than trying to generate leads from a large crowd that may not be interested in your product or service.

While there's a place for offline methods of building relationships like in-person meetings, phone calls and handwritten notes, most buyers today prefer digital self-serve and remote engagement. This is why it's crucial to provide customers with the right content at the right time, on the channel that works best for them.

ABM is particularly effective at engaging executives in the C-suite who are hard to reach. They are often oblivious to mass email campaigns and are more likely to respond to content marketing for b2b that speaks to their requirements and uses instances. In addition, ABM can help you reduce the time to sell by allowing you connect with prospects and keep them engaged at the most crucial stages of their journey, for instance, when they're looking into solutions to address a specific business issue.

ABM isn't as old as traditional marketing and selling strategies, but it's quickly becoming the most popular strategy for B2B businesses looking 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.