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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can focus their efforts on a selected group of clients or accounts that have account-based content marketing. This lets you create content that is hyper-personalized and addresses their specific problems and demonstrates how your product can help them solve them.

ABM content that is effective must deliver the correct information to each stakeholder in the buyer's center at the right moment. This involves identifying the various personas and their needs at various stages of their journey.

Targeting Specific Accounts

In contrast to traditional content strategies which seek to attract and convert strangers into leads using broad marketing campaigns, account based content marketing consultant marketing focuses on connecting with specific accounts in a highly personal method. By identifying the key decision makers for each account and understanding their pain points and goals, marketers are able to create and distribute content that is targeted to the specific accounts. This creates a more fruitful dialog with customers and prospects that ultimately drives better business results for the organization.

After identifying your accounts of interest After identifying your target accounts, you must make account plans for each one. This involves analyzing every account and determining which marketing channels to be employed for each account, the types of buyers in each account to engage and what type of content is needed to increase engagement. This could include thought leadership content (e.g. whitepapers, case studies, webinars) Retargeting ads, personalized experiences on websites and other marketing strategies tailored to each account.

This is why account based content marketing can provide a much higher return on investment than traditional content marketing strategies. 84% of B2B marketing professionals who have implemented account based marketing into their strategies report higher returns on investment than any other marketing content examples strategy.

While it takes more time and resources to nurture only a few target accounts however, the advantages of an account-based approach to content marketing are crucial for companies that want to grow revenue throughout all stages of the sales funnel. This is especially applicable to professional service companies where the quality of their customers or prospects is more important than the number of people they are able to attract.

ABM is an excellent alternative for businesses looking to expand business with their existing customers over time, by establishing trusting relationships. Research has proven that it's much more cost-effective to invest in retaining existing customers than to spend money trying to find and convert new customers.

Combining ABM with inbound marketing strategies can increase the content marketing effectiveness of content marketing. Utilizing an array of pillar content, retargeting and lead capture landing pages, marketers can give more relevance to prospects at all stages of the buying journey. This enables them to generate more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Making Hyper-Personalized Content

ABM is a hot topic in marketing. It's crucial that marketers understand how to adapt their strategies for content to the new method. It can be difficult to comprehend how ABM actually works. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They explained the key aspects to consider, and what to expect from the success of implementation.

Understanding your ideal client's goals and challenges is the first step towards developing an effective ABM strategy. Making content that is in line with these goals will allow you to deliver a more personalized experience, which will ultimately improve conversions. The content you create should also focus on the specific requirements of each account. This is why it is crucial to outline the user journeys within each of your accounts. By doing this, you'll be able to see what types of content (and even specific pages and items) are most engaging for those who visit your site. This information can then be used to optimize the user experience on your website, displaying top performing content to people from the accounts.

It can be difficult 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 consumers are willing to provide their personal information in exchange for a more personalized experience.

One method of creating hyper-personalized content is to use AI processing of real-time data. This will allow you to control how your content is delivered, provide suggestions for next steps, and respond 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.

Another way to hyper-personalize your content is to use the pillar and cluster structure. This lets you create a a comprehensive piece of content that addresses the problem that your target accounts face, and then link to supplementary pieces that specifically address the issue. Fitness trackers, as an example are able to provide a range of common benefits and goals however the method by which different people use them can be very different.

Making sure that Marketing and Sales are aligned

Professional services marketers have traditionally focused on creating an efficient sales channel by using broad marketing campaigns that reach large audiences in the hopes that a portion of them would convert. This strategy may have served its purpose when B2B marketing was more of a broadcast-based model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Instead of attempting to push all leads through the same stages of the process, you should focus on high-value prospects. You can do this by providing them with experiences or content that are tailored to their specific needs and challenges.

The first step is to establish your ideal customer profile. It's not as easy as establishing buyer personas because you have to be aware of the types of solutions each customer is looking for and how they can be used to the best advantage.

Once you have identified your ICP the next step is to design an effective strategy for content that is connected with each of these accounts across different channels. This could range from social media ads, to email outreach.

As you begin executing your ABM strategy, it's important to keep both your sales and marketing teams on the same team. This will ensure that your content is appropriate for each account and that you don't waste time or resources on the wrong people.

Another crucial step is to make use of the data that you have on your top-performing clients. By analyzing your historical client data, you can discover the positive traits they share, such as being in the financial services industry or falling within a certain company size. This data can be used to create targeted campaigns for similar prospects.

In addition it's also important to keep track of the effectiveness of your ABM strategy and make adjustments when needed. If your targeted account does not respond to your content, you may need to reach out and see what is content marketing you can do to move them further down the sales funnel. By taking these steps you'll be able get your ABM strategy and content strategies better aligned and ultimately help to drive more conversions.

Measuring the effectiveness

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are personalised and relevant to a specific account or persona. If you're trying to target healthcare organizations, for example your content must be centered around their pain points and issues. This level of personalization is not only important in ABM, but it's also a great way to build strong relationships with your prospects and customers.

ABM can be utilized at any stage of the sales funnel. In fact, it could be more effective than traditional lead generation when employed at the top of the funnel. This is because you can identify and engage with a small number accounts that are more likely to convert than attempting to generate leads from a group of people who may not be interested.

While there's a place for offline relationship building tactics such as face-to-face meetings, phone calls, and handwritten notes, the majority of buyers nowadays prefer digital self-service and remote engagement. It's important to deliver the right content at the right moment and in the format they prefer.

ABM is particularly effective at engaging executives from the C-suite, who are hard to reach. They are often oblivious to the mass email marketing and are more likely to respond to content that is relevant to their needs and use cases. ABM can also help shorten your sales cycle by allowing you to engage with prospects at key stages in their journey, like when they are pursuing solutions to solve specific business issues.

Although ABM isn't as well-known longer than traditional sales and marketing content writer strategies, it's fast becoming a top strategy for B2B companies seeking 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.