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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a particular segment of customers or accounts that use account-based content marketing. This lets you create content that is highly personalized and speaks directly to their pain points and shows how your product can assist them in solving these issues.

Effective ABM content should deliver the right kind of information to each stakeholder at the right moment in the buyer center. This means identifying the needs of each individual at various stages in their journey.

The goal is to target specific accounts

Account-based content marketing is a more personalized approach to content marketing than traditional strategies, which seek to convert strangers using large marketing campaigns into leads. By identifying the most important account decision makers and understanding their pain points and objectives, marketers can create and distribute content that is relevant to specific accounts. This creates a more fruitful dialog with prospects and customers, which ultimately leads to better business results.

After identifying your accounts of interest After identifying your target accounts, you must make account plans for each. This requires analyzing every account and determining the appropriate marketing channels to be employed, the buyers within each account that should be engaged and what kind of content is required to encourage engagement. This could include thought-provoking content like whitepapers or case studies. Whitepapers, case studies webinars, retargeting advertisements, webinars, personalized website experiences and other marketing techniques specific to each client are all possible.

As a result, account-based content marketing agency marketing can deliver much better ROI than traditional content marketing tactics. 84 percent of B2B marketing professionals who have integrated account-based marketing into their strategies have higher ROI than any other marketing strategy.

Although it takes longer and resources to cultivate only a few target accounts but the benefits of a strong account-based content marketing strategy are significant for businesses that wish to increase their revenues across all stages of the sales funnel. This is especially relevant for professional service 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 fit for businesses that want to expand their business with existing customers by establishing trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to acquire new customers.

Combining ABM with inbound marketing strategies can increase the effectiveness of content marketing. Utilizing the combination of the pillar content, retargeting and lead capture landing pages, marketers can give greater relevance to prospects at all stages of the buying process. This allows them to create more acquisition, acceleration, and expansion revenue opportunities for their marketing and sales teams.

Create hyper-personalized content marketing agencies uk

ABM is a hot trend in the field of marketing strategy content. It's important that marketers are aware of how to adapt their content strategies to the new method. It can be hard to comprehend how ABM actually works. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM, explaining the key factors to be considered and what you can expect in a successful execution.

Understanding your ideal client's needs and issues is the first step towards creating an effective ABM strategy. Content that is aligned with these goals will allow you to provide more personal service and boost conversions. The content you create must focus on the unique needs of each account. It is therefore important to map the journey of each user within the account. This will help you determine which content (and individual pages and items) is most engaging for your intended audience. This information can then be used to optimize journeys on your website, displaying top performing content to people who are on the accounts.

It's not easy to create hyper-personalized content, however, it's a crucial step in increasing the impact of ABM. According to State of Marketing, 2023 83% of customers are willing to share their personal data for an experience that is more personalized.

One method of creating hyper-personalized content is to use AI processing real-time data. This will help you manage the way your content is distributed, provide suggestions for next steps, and respond to events in real-time. While it cannot replace your multivariate testing or strategic planning, it is a great instrument to improve the effectiveness of your ABM campaigns.

Another method to personalize your content is to utilize the pillar and cluster content structure. This allows you to create a full piece that explains the issue that your accounts' target users are facing and then connect it to additional pieces that focus on specific aspects of the issue. Fitness trackers, for instance, may have a number of common advantages and goals however the method by which individuals use them may be very different.

Aligning Sales and Marketing

Traditionally, professional services marketers were focused on creating a linear sales funnel by using broad marketing content campaigns that appealed to large numbers of people in the hope that one or more would be converted. This approach may have worked when B2B marketing employed a more broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to guide all prospects through the same phases of the process, you should focus on the most valuable leads. This can be achieved by providing them with content or experiences that are tailored to their particular requirements and issues.

The first step to this is identifying your ideal customer profile (ICP). This isn't as easy as creating buyer profiles, as you also need to look at the different types of solutions that each client is seeking and how best to make use of them.

Once you've identified your ICP and a strategy, you can create a plan for content that connects with each account across different channels. This could range from social media ads to email outreach.

It's essential that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant to each account and ensure that you don't spend time or resources on the wrong audience.

Another crucial step is to leverage the information you have on your most successful clients. You can determine the positive characteristics that your customers have in common by looking at their historical data. For example they could all be in the financial services industry or have a similar company size. This information can be used to develop targeted marketing campaigns targeting similar prospects.

It's also important to track your ABM strategy's performance and make any needed adjustments. If your target account does not respond to your content, you may be able to contact them and find out what you can do to get them further down the sales funnel. You can align your ABM strategy with your content efforts by following these steps.

Measuring Success

Account based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are personalised and relevant to a specific account or persona. If you're trying to reach healthcare companies, for example your content must be focused on their problems and concerns. This personalization aspect is not just essential in ABM, but it's also an excellent method to establish solid relationships with your prospects and customers.

The best part about ABM is that it can be used at every stage of the sales funnel. It can even be more efficient than traditional lead generation at the top of the funnel. This is because you can identify and engage with a small number of accounts that are more likely to convert than trying to generate leads from a group of people who might not be interested.

While offline tactics such as phone calls and meetings in person or handwritten notes are effective, today's buyers are more inclined to digital self-service and remote engagement. It's essential to provide the right content at the right moment and using the channel they prefer.

ABM is particularly effective in engaging executives in the C-suite who are difficult to reach. They are often oblivious to mass email campaigns however, they are more likely to respond to content that speaks to their needs and uses cases. Additionally, ABM can help you accelerate sales by allowing you to connect with your prospects at crucial points in their journey -- such as when they're researching solutions to solve a specific business problem.

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