Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department as well as digital marketing agency can focus on a specific group of accounts or clients. This lets you create highly-personalized, targeted content that speaks directly about their pain points and describes how your product can solve them.

ABM content that is efficient must convey the right information to every stakeholder in the buyer center at the right moment. This means identifying the different individuals and their needs at various stages of their journey.

Targeting specific accounts

Unlike traditional content strategies that aim to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on interacting with specific accounts in a highly personalized way. Marketers can develop and distribute relevant content by identifying and knowing the key decision makers within each account, their pain points and goals. This can help create a more fruitful dialogue with prospects and customers that ultimately results in better business results for the business.

After identifying your target accounts, you need to develop account plans for each one. This requires analyzing every account and determining the marketing channels to be employed, the buyers within each account that should be engaged and what kind of content is required to increase engagement. This may include thought leadership content (e.g. Whitepapers, case-studies webinars, retargeting advertisements, webinars customized website experiences, and other marketing techniques that are customized to each customer are all possible.

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 content writer in their strategy report higher returns on investment than any other marketing strategy.

Although it takes longer and resources to cultivate only a few target accounts however, the advantages of an account-based content marketing strategy are vital for businesses that want to grow revenue throughout 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 amount of people they can attract.

In addition, ABM is a great option for companies looking to grow their business with existing customers by establishing trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than investing money to find and convert new customers.

Combining ABM with inbound marketing methods will maximize the impact of content marketing. Marketers can make their content more relevant to potential customers at every stage of their buying journey by combining pillar content with retargeting and landing pages for lead capture. This enables them to generate more acquisition growth, acceleration, and growth revenue opportunities for their sales and marketing teams.

Creating Hyper-Personalized Content

ABM is among the most popular trends in marketing, and it's important for marketers to comprehend how their existing content strategies fit into this new approach. It can be difficult to understand how ABM actually is working. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They discussed the most important factors to consider, as well as what to expect from the success of implementation.

The most efficient ABM content strategy begins with understanding the needs of your ideal customer and objectives. Content that is aligned with these goals allows you to provide more personalized service and increase conversions. Content should be tailored to the specific needs of each account. It is crucial to trace the path of each user within the account. By doing this, you'll be able to see what types of content (and even individual items and pages) are the most interesting for those who visit your site. This information can be used to optimize journeys for people using these accounts, showing the most successful content.

The process of creating hyper-personalized content isn't easy but it's an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to share their personal information to receive better-customized experiences.

One method of creating hyper-personalized content is by using AI processing of real-time data. This will allow you to manage the way your content is presented, make suggestions for future steps and react to events in a flash. This tool can increase the effectiveness of ABM campaigns. It can't replace multivariate testing and strategic planning.

Another way to personalize your content is by leveraging the pillar and cluster structure. This allows you to create a comprehensive piece that explains the issue your targeted accounts face, and then link it to supplementary pieces that focus on specific aspects of the problem. Fitness trackers, for instance can have a variety 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

Traditionally, professional service marketers were focused on creating a linear sales funnel by using broad marketing campaigns that appealed to large numbers of people with the expectation that a portion of them would convert. This strategy may have worked when B2B marketing employed a more broadcast-based model, but it's not as effective today with the Account Based Marketing strategy. Rather than trying to push all potential leads through the same stage of the process, it's important to concentrate on attracting high-value prospects and provide them with experiences and content specifically tailored to their individual needs and challenges.

The first step is identifying your ideal client profile (ICP). It's not as easy as establishing buyer personas as you must also be aware of the types of solutions that customers are looking for and how they can be used to the best advantage.

Once you have identified your ICP, develop a strategy for content that will connect to each account on different channels. This could be 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, so that you don't waste time and money attracting the wrong type of audience.

Another important step is to utilize the information you have about your top-performing clients. You can determine the positive characteristics that your clients share by looking at their historical data. For instance they could all belong to the financial services industry or have a similar company size. This information can be used to develop targeted marketing campaigns targeting similar potential customers.

In addition to this it's crucial to monitor the performance of your ABM strategy and make adjustments when needed. If your target account doesn't respond to your content, you might be able to contact them and find out what you can do to get them along the sales funnel. By taking these steps you'll be able to get your ABM strategy and content strategies more aligned which, in turn, will increase conversions.

Measuring the success

Account based content marketing is about creating content (videos, reports, [Redirect-302] blog posts, and webinars) that are tailored and relevant to a particular persona or account. For example when you're targeting healthcare businesses, your content needs to be focused on their pain points and challenges. This personalization aspect is not only important in ABM however, it's an excellent method to establish strong relationships with your prospects and customers.

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

While offline methods like phone calls and meetings in person or handwritten notes are effective, today's buyers are more inclined to remote and digital self-service. That's why it's vital to provide them with the right content at the right time, and on the channel that is most effective for them.

ABM is particularly effective at engaging C-suite executives who are difficult to reach. They are often oblivious to mass emails, but are more likely respond to content that speaks to their needs and use cases. Additionally, ABM can help you shorten the sales cycle by enabling you to reach and engage your prospects at crucial points in their journey, such as when they're researching solutions to solve a particular business issue.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's fast becoming the most popular strategy for B2B companies seeking 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.