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Account Based Content Marketing for Professional Services
With the help of account-based content marketing strategies marketing your marketing department as well as digital content marketing agency marketing agency can concentrate on a select group of accounts or clients. This lets you create hyper-personalized content that addresses their specific problems and demonstrates how your product can help them overcome their problems.
ABM content that is efficient must convey the correct information to each stakeholder in the buyer's centre at the right time. This involves identifying the needs of each person at different stages in their journey.
The goal is to target specific accounts
Account-based content marketer marketing is a more personal approach to content marketing compared to traditional strategies, which seek to convert strangers using large marketing campaigns into leads. By identifying the most important decision makers at each account and understanding their needs and goals, marketers can create and deliver customized content that is relevant to specific accounts. This helps to create a more fruitful conversation with customers and prospects that ultimately drives greater business outcomes for the business.
After identifying your accounts of interest, you need to develop account plans for each one. This involves analysing each account and determining which channels to utilize and which customers within the account to engage with, and what kinds of content are needed to increase engagement and converts. This could include thought-provoking content (e.g. whitepapers webinars, case studies, etc.) Retargeting ads, personalized experiences on websites and other marketing strategies that are customized to each customer.
In the end, account-based content marketing is able to deliver much better ROI than traditional content marketing techniques. 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 nurture the small number of targeted accounts but the benefits of an account-based approach to content marketing are significant for businesses who want to increase revenues across all stages of the sales funnel. This is particularly true for professional service businesses in which the quality of customers or prospects is more important than how many people they are able to attract.
ABM is an excellent alternative for businesses looking to increase their business with existing customers over time by developing trusting relations. Research has shown that investing in existing customers is more cost-effective than spending money to acquire new customers.
Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can make their content marketing services more relevant to prospects at each stage of the buying process by mixing pillar content with retargeting and landing pages to facilitate lead capture. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion for their sales and marketing teams.
Making Hyper-Personalized Content
ABM is among the hottest trends in marketing, and it's important for marketers to know how their current content strategies can be integrated into this new strategy. However, it can be a challenge to comprehend how ABM can be applied in real-world. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM and explained the most important aspects to consider and what is content in marketing to expect in a successful execution.
The most effective ABM content strategy starts by understanding the needs of your ideal customer and their goals. Producing content that aligns with these goals will allow you to provide a more personalized experience, which will ultimately improve conversions. The content you create should focus on the specific requirements of each account. This is why it's important to map out the journey of people within your target accounts. This will allow you to determine what content (and particular items and pages) is most appealing to your target audience. This information can be used to optimize journeys on your site, showing the most popular content to users who are on these accounts.
It's not easy to create hyper-personalized content but it's an important step to boost the effectiveness of ABM. According to State of Marketing 2023, 83% of respondents are willing to share their personal information in exchange for a more personalised experience.
AI processing of real-time data is one method to create hyper-personalized content. This will allow you to control the way your content is distributed, provide suggestions for next steps, and respond to events in real-time. This tool can improve the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.
The cluster and pillar structure is another method of hyper-personalize content. This allows you to create a an entire piece of content that addresses the issues that your target accounts have to face, and connect to additional pieces that focus on specific aspects of the problem. For example fitness trackers may have many advantages and common goals, but how different types of users use it could differ greatly.
Making sure that Marketing and Sales are aligned
Traditionally, professional services marketers focused on developing a linear sales funnel by using broad marketing campaigns that enticed large numbers of people with the hope that a portion of them would be converted. This approach may have been effective when B2B marketing was more of a broadcast model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Instead of trying to guide all prospects through the same phases of the process, you should focus on the most valuable leads. You can do this by providing them with content or experiences specifically tailored to their specific needs and problems.
The first step is identifying your ideal client profile (ICP). It's not as easy as creating buyer personas as you must also be aware of the types of solutions that customers are seeking and how they can be best utilized.
Once you know your ICP the next step is to design an effective strategy for content that is connected to each of these accounts across multiple channels. This could be anything from social media advertisements to email outreach.
It's crucial that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is appropriate to each account and ensure that you do not waste time or resources on the wrong people.
A key step to take is to utilize the information you have on your best-performing clients. By looking at your previous customer data, you can determine what positive characteristics they share, such as being in the financial sector or falling within a certain company size. This data can be used to develop targeted marketing campaigns for similar prospects.
It's also essential to keep track of your ABM strategy's performance and make any needed adjustments. For example, if your target account isn't responding to your content, it may be the right time to get in touch with them and ask what else you can do to assist them progress through the sales funnel. If you follow these steps you'll be able to get your ABM strategy and content strategies more in sync, which will ultimately increase conversions.
Measuring the effectiveness
Account based content marketing is about creating content (videos reports, reports, blog posts and webinars) that are tailored and relevant to a particular account or persona. If you're trying to reach healthcare companies for instance your content should be centered around their issues and pain points. This kind of personalization is not just essential in ABM however, it's a great way to build strong relationships with your potential clients and customers.
The most appealing aspect of ABM is that it can be used throughout the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is due to the fact that you can identify and engage with a small number of accounts that are more likely to convert rather than attempting to generate leads from a group of people who may not be interested.
While offline tactics such as phone calls and meetings in person or handwritten notes are still efficient, today's buyers prefer digital self-service and remote engagement. This is why it's crucial to provide customers with the right content at the right time, on the channel that's most suitable for them.
ABM is particularly effective in engaging executives in the C-suite who are difficult to reach. They tend to ignore the mass email marketing, but are more likely respond to content that is relevant to their needs and uses cases. Additionally, ABM can help you reduce the time to sell by enabling you to reach and engage your prospects at key stages of their journey, like when they're researching solutions to solve a specific business issue.
Although ABM isn't as well-known longer than traditional marketing and sales strategies, it's rapidly becoming the most popular strategy for B2B companies looking to improve their performance and drive greater 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.
With the help of account-based content marketing strategies marketing your marketing department as well as digital content marketing agency marketing agency can concentrate on a select group of accounts or clients. This lets you create hyper-personalized content that addresses their specific problems and demonstrates how your product can help them overcome their problems.
ABM content that is efficient must convey the correct information to each stakeholder in the buyer's centre at the right time. This involves identifying the needs of each person at different stages in their journey.
The goal is to target specific accounts
Account-based content marketer marketing is a more personal approach to content marketing compared to traditional strategies, which seek to convert strangers using large marketing campaigns into leads. By identifying the most important decision makers at each account and understanding their needs and goals, marketers can create and deliver customized content that is relevant to specific accounts. This helps to create a more fruitful conversation with customers and prospects that ultimately drives greater business outcomes for the business.
After identifying your accounts of interest, you need to develop account plans for each one. This involves analysing each account and determining which channels to utilize and which customers within the account to engage with, and what kinds of content are needed to increase engagement and converts. This could include thought-provoking content (e.g. whitepapers webinars, case studies, etc.) Retargeting ads, personalized experiences on websites and other marketing strategies that are customized to each customer.
In the end, account-based content marketing is able to deliver much better ROI than traditional content marketing techniques. 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 nurture the small number of targeted accounts but the benefits of an account-based approach to content marketing are significant for businesses who want to increase revenues across all stages of the sales funnel. This is particularly true for professional service businesses in which the quality of customers or prospects is more important than how many people they are able to attract.
ABM is an excellent alternative for businesses looking to increase their business with existing customers over time by developing trusting relations. Research has shown that investing in existing customers is more cost-effective than spending money to acquire new customers.
Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can make their content marketing services more relevant to prospects at each stage of the buying process by mixing pillar content with retargeting and landing pages to facilitate lead capture. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion for their sales and marketing teams.
Making Hyper-Personalized Content
ABM is among the hottest trends in marketing, and it's important for marketers to know how their current content strategies can be integrated into this new strategy. However, it can be a challenge to comprehend how ABM can be applied in real-world. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM and explained the most important aspects to consider and what is content in marketing to expect in a successful execution.
The most effective ABM content strategy starts by understanding the needs of your ideal customer and their goals. Producing content that aligns with these goals will allow you to provide a more personalized experience, which will ultimately improve conversions. The content you create should focus on the specific requirements of each account. This is why it's important to map out the journey of people within your target accounts. This will allow you to determine what content (and particular items and pages) is most appealing to your target audience. This information can be used to optimize journeys on your site, showing the most popular content to users who are on these accounts.
It's not easy to create hyper-personalized content but it's an important step to boost the effectiveness of ABM. According to State of Marketing 2023, 83% of respondents are willing to share their personal information in exchange for a more personalised experience.
AI processing of real-time data is one method to create hyper-personalized content. This will allow you to control the way your content is distributed, provide suggestions for next steps, and respond to events in real-time. This tool can improve the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.
The cluster and pillar structure is another method of hyper-personalize content. This allows you to create a an entire piece of content that addresses the issues that your target accounts have to face, and connect to additional pieces that focus on specific aspects of the problem. For example fitness trackers may have many advantages and common goals, but how different types of users use it could differ greatly.
Making sure that Marketing and Sales are aligned
Traditionally, professional services marketers focused on developing a linear sales funnel by using broad marketing campaigns that enticed large numbers of people with the hope that a portion of them would be converted. This approach may have been effective when B2B marketing was more of a broadcast model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Instead of trying to guide all prospects through the same phases of the process, you should focus on the most valuable leads. You can do this by providing them with content or experiences specifically tailored to their specific needs and problems.
The first step is identifying your ideal client profile (ICP). It's not as easy as creating buyer personas as you must also be aware of the types of solutions that customers are seeking and how they can be best utilized.
Once you know your ICP the next step is to design an effective strategy for content that is connected to each of these accounts across multiple channels. This could be anything from social media advertisements to email outreach.
It's crucial that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is appropriate to each account and ensure that you do not waste time or resources on the wrong people.
A key step to take is to utilize the information you have on your best-performing clients. By looking at your previous customer data, you can determine what positive characteristics they share, such as being in the financial sector or falling within a certain company size. This data can be used to develop targeted marketing campaigns for similar prospects.
It's also essential to keep track of your ABM strategy's performance and make any needed adjustments. For example, if your target account isn't responding to your content, it may be the right time to get in touch with them and ask what else you can do to assist them progress through the sales funnel. If you follow these steps you'll be able to get your ABM strategy and content strategies more in sync, which will ultimately increase conversions.
Measuring the effectiveness
Account based content marketing is about creating content (videos reports, reports, blog posts and webinars) that are tailored and relevant to a particular account or persona. If you're trying to reach healthcare companies for instance your content should be centered around their issues and pain points. This kind of personalization is not just essential in ABM however, it's a great way to build strong relationships with your potential clients and customers.
The most appealing aspect of ABM is that it can be used throughout the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is due to the fact that you can identify and engage with a small number of accounts that are more likely to convert rather than attempting to generate leads from a group of people who may not be interested.
While offline tactics such as phone calls and meetings in person or handwritten notes are still efficient, today's buyers prefer digital self-service and remote engagement. This is why it's crucial to provide customers with the right content at the right time, on the channel that's most suitable for them.
ABM is particularly effective in engaging executives in the C-suite who are difficult to reach. They tend to ignore the mass email marketing, but are more likely respond to content that is relevant to their needs and uses cases. Additionally, ABM can help you reduce the time to sell by enabling you to reach and engage your prospects at key stages of their journey, like when they're researching solutions to solve a specific business issue.
Although ABM isn't as well-known longer than traditional marketing and sales strategies, it's rapidly becoming the most popular strategy for B2B companies looking to improve their performance and drive greater 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.
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