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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can focus their efforts on a specific group of clients or accounts with account-based content marketing. This lets you create highly-personalized targeted content that talks directly about their pain points and describes how your product can solve the issues.

Effective ABM content must deliver the right kind of information to each stakeholder at the right moment in the buyer center. This requires identifying the requirements of each persona at different phases of their journey.

Targeting Specific Accounts

Contrary to traditional content strategies that aim to attract and convert strangers into leads with broad marketing campaigns, account based content marketing is focused on interacting with targeted accounts in a highly customized method. By identifying the key decision makers at each account and understanding their needs and objectives, marketers can create and provide content that is targeted to specific accounts. This creates more productive conversation with customers and prospects that ultimately drives greater business outcomes for the business.

Once you've identified your target accounts The next step is to develop accounts plans for each one. This involves analyzing every account and determining the appropriate marketing channels to be used and the customers within each account that should be engaged and what kind of content is required to encourage engagement. This could include thought leadership content, such as whitepapers or case studies. whitepapers webinars, case studies, or whitepapers) as well as retargeting ads. personalized experiences on websites and other marketing tactics specific to each client.

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

Although it takes more resources and time to cultivate a smaller number of targeted accounts, the advantages are significant for companies that are looking to increase their revenue across all stages of the funnel. This is especially true for professional services businesses where the quality of each prospect or customer is more important than the number of potential customers they could attract.

ABM is also a great option for companies who wish to grow their business with existing customers over time by developing trusting relationships. Research shows that investing in existing customers is more cost-effective than investing money to find and convert new customers.

By combining ABM with traditional inbound marketing strategies companies can increase the effectiveness of their content marketing efforts. Through an array of the pillar content, retargeting and lead capture landing pages, marketers can offer more relevance to prospects at every stage of the buying process. This enables them to create more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.

Create hyper-personalized content marketing b2b

ABM is among the most popular trends in marketing, and it's crucial for marketers to understand how their existing content strategies can be integrated into this new strategy. It can be a bit difficult to get your head around how ABM can be applied in real-world. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM, explaining the key considerations and what to expect from a successful implementation.

Understanding your ideal customer's goals and challenges is the first step in developing a successful ABM strategy. Content that is aligned with these goals allows you to provide a more customized service and increase conversions. The content you create should focus on the specific needs of each account. It is crucial to trace the path of users within each account. By doing this you will be able to determine what kinds of content (and even individual items and pages) are the most interesting for those who visit your site. This information can then be used to optimize the user experience on your site, showing the most popular content to users from those accounts.

It's not easy to create hyper-personalized content but it's a vital step to boost the effectiveness of ABM. According to State of Marketing, 2023 83% of consumers are willing to exchange their personal data for better-customized experiences.

One method of creating hyper-personalized content is through AI processing real-time data. This will allow you to control the way that your content is presented and offer suggestions for the next steps, and account based content marketing react to events in real-time. This tool can improve the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another way to hyper-personalize your content is to utilize the pillar and cluster structure. This allows you to have an extensive piece of content that explains the problem that your target accounts face, and then connect to additional pieces that specifically address the problem. For example a fitness tracker could have many common goals and benefits, but how different types of people use it can differ significantly.

Aligning Marketing and Sales

Traditionally, professional services marketers focused on developing an efficient sales funnel that was linear using broad marketing campaigns that enticed large groups of people with the hope that one or more would be converted. This approach may have served its purpose when B2B marketing was more of a broadcast-based model, but it's no longer efficient with today's Account Based Marketing (ABM) strategy. Instead of trying to force all leads through the same stage of the process, it's important to focus on targeting high-value prospects and providing them with experiences and content that are adapted to their specific requirements and needs.

The first step is to determine your ideal client profile. It's not as easy as establishing buyer personas because you have to consider the kinds of services that each customer is looking for and how they can be used to the best advantage.

Once you've identified your ICP then, create a strategy for content that will connect with each account through multiple channels. This could be anything from social media content marketing media advertisements to email outreach.

It is essential that your marketing and sales teams are on the same page as you implement your ABM strategy. This will help ensure that your content is relevant to each account, so that you don't waste time and resources attracting the wrong audience.

One of the most important steps to take is to use the data you have about 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 design targeted marketing campaigns for similar prospects.

In addition it's also important to keep track of the effectiveness of your ABM strategy and account based content marketing make changes whenever necessary. If your target audience does not respond to your content, you may need to reach out and see what you can do to get them along the sales funnel. You can make sure that you align your ABM strategy with your content strategies by following these steps.

Measuring the success

Account based content marketing is all about creating resources (videos reports, reports, blog posts, and webinars) that are tailored and relevant to a specific persona or account. If you're trying to reach healthcare businesses for instance, your content should be focused on their problems and concerns. This level of personalization not only helps with ABM but also helps build solid relationships with prospects and customers.

ABM can be utilized at all stages of the sales funnel. In fact, it can be more effective than traditional lead generation if employed 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 rather than trying to generate leads from a population that may not be interested.

While offline tactics such as in-person meetings, phone calls, or handwritten notes are still effective, today's buyers prefer online self-service and remote interaction. It's crucial to provide the right content, at the right time and in the format they prefer.

ABM is particularly effective in engaging C-suite executives who are hard to reach. They often ignore the mass email marketing, but are more likely respond to content that is relevant to their needs and uses instances. In addition, ABM can help you accelerate sales by allowing you connect with prospects and keep them engaged 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 as long as traditional sales and marketing strategies, it's quickly becoming a leading strategy for B2B companies seeking to enhance their performance and generate 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.