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Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a particular group of clients or accounts that use account-based content marketing. This lets you create uk content marketing agency that is highly personalized and speaks directly to their pain points and shows how your product can help them overcome them.

Effective ABM content should provide the appropriate information to every stakeholder at the right moment in the buyer center. This involves 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 attempt to convert strangers using large marketing campaigns into leads. By identifying the key decision makers for each account and understanding their needs and goals, marketers can create and distribute content that is relevant to the specific accounts. This creates more productive conversation with customers and prospects which ultimately leads to better business results for the company.

After identifying your target accounts You must then make account plans for each one. This involves analyzing each account and determining which channels to utilize and which customers within the account should be engaging with, and what kinds of content are required to drive engagement and conversions. This may include thought leadership content (e.g. whitepapers, case studies webinars, retargeting ads, webinars customized website experiences, and other marketing strategies that are that are customized to each customer are all possible.

This is why account based content marketing is able to provide a much better ROI than traditional content marketing techniques. In fact, 84 percent of B2B marketers who have incorporated account-based marketing into their strategy have higher ROI than any other type of marketing campaign.

It takes more time and resources to cultivate only a few target accounts but the advantages of an account-based approach to content marketing are vital for businesses that wish to increase their revenue across all stages of the sales funnel. This is particularly applicable to professional services companies where the quality of each prospective client or customer is more important than the number of potential customers they could attract.

ABM is an excellent option for companies who wish to increase their business with existing customers over time by building trusting relations. 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 can increase the effectiveness of content marketing. Marketers can improve the relevance of their content to potential customers at every stage of the buying process by combining pillar content with retargeting and landing pages for lead capture. This enables them to create more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Creating Hyper-Personalized Content

ABM is among the hottest trends in marketing, and it's crucial for marketers to know how their existing strategies for content can be integrated into this new strategy. But it can be difficult to get your head around how ABM works in practice. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM, explaining the key considerations and what to expect from a successful execution.

Understanding your ideal client's goals and issues is the first step in developing an effective ABM strategy. Producing content that aligns with these goals will enable you to provide a personal experience, and ultimately increase conversions. Content must also be tailored to the specific needs of each account. It is therefore crucial to map the journey of users within each account. By doing this, you'll be able see what types of content (and even individual pages and items) are most engaging for those who visit your site. This information can be used to optimize journeys on your website, displaying the most popular content to users who visit the accounts.

It's not easy to create hyper-personalized content, however, it's a crucial 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 on real-time data. This can help you determine the way your content is distributed and offer suggestions for the future steps, and react to events in real-time. While it's not a replacement for multivariate testing or strategic planning, it can be a powerful tool for improving the effectiveness of your ABM campaigns.

Another way to personalize your content is to utilize the pillar and cluster content structure. This lets you create a an extensive piece of content that addresses the issue that your targeted accounts have to face, and connect to additional pieces that specifically address the issue. For example a fitness tracker could have a variety of common goals and advantages, but how different types of people use it can differ significantly.

Getting Sales and Marketing Aligned

Traditionally, professional services marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that targeted large groups of people with the hope that one or more 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 in the current Account Based Marketing (ABM) strategy. Instead of trying to force all potential leads through the same stage of the process, it's crucial to focus on attracting the most valuable prospects and provide them with content and experiences that are tailored to their specific needs and challenges.

The first step is identifying your ideal customer profile (ICP). This is not as simple as creating buyer profiles, as you need to think about the kinds of solutions that each customer is looking for and the best way to make use of them.

Once you know your ICP the next step is to develop a strategy for your content that connects to each of these accounts across several channels. This could include anything from social media ads 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 help ensure that your content is relevant to each account, ensuring that you don't spend time and money attracting the wrong audience.

Another crucial step is to leverage the information you have on your most successful clients. You can find positive traits 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 business size. This information can be used to create targeted campaigns for similar prospects.

In addition to this it's crucial to monitor the performance of your ABM strategy and make changes whenever necessary. For example, if your target account isn't responding to your content, it might be time to contact them and see what else you can do to help them move down the sales funnel. If you follow these steps, you'll be able to improve your ABM strategy and content efforts more aligned, which will 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 tailored and relevant to a particular account or persona. If you're looking to target healthcare organizations for instance, your content should be centered around their issues and pain points. This type of personalization doesn't just help with ABM but also helps build strong relationships with potential customers.

The most appealing aspect of ABM is that it can be used at any stage of the sales funnel. In fact, it can be more efficient than traditional lead generation if utilized at the top of the funnel. This is because you can identify and interact with a smaller number of accounts that are more likely to convert than trying generate leads from a group of people who may not be interested.

Although there is still a need for offline relationships-building strategies such as face-to-face meetings, phone calls, and handwritten notes, most customers nowadays prefer digital self-service and remote engagement. It's crucial to provide the right content, at the right time, and on the channel they prefer.

ABM is particularly effective in engaging C-suite executives who are difficult to reach. They often ignore the mass email marketing however, they are more likely to respond to content that speaks to their needs and uses cases. Additionally, ABM can help you shorten the sales cycle by enabling you to connect with your prospects at crucial points in their journey -- for instance, when they're looking into solutions to solve a specific business problem.

ABM isn't as old as traditional marketing and selling strategies, but it's rapidly becoming a top choice for B2B companies 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.