See What Account Based Content Marketing Tricks The Celebs Are Making Use Of

Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a specific segment of customers or accounts that have account-based content marketing. This allows you create hyper-personalized specific content that speaks directly about their pain points and describes how your product can solve these issues.

ABM content that is successful must provide the correct information to each stakeholder in the buyer's center at the right moment. This means identifying the needs of each person at different phases of their journey.

Targeting Specific Accounts

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which aim to convert strangers using large marketing campaigns into leads. By identifying the top decision makers at each account and understanding their pain points and objectives, marketers can create and provide content that is appropriate to specific accounts. This creates a more fruitful conversation with customers and prospects which ultimately leads to better business results for the company.

Once you've identified your desired accounts, the next step is to create accounts plans for each one. This involves analyzing every account and determining the marketing channels to be used, the buyers within each account and what kind of content is needed to increase engagement. This could include thought leadership content (e.g. whitepapers webinars, case studies, or whitepapers) Retargeting ads, personalized experiences on websites and other marketing tactics tailored to each account.

As a result, account based content marketing is able to yield a higher return on investment than traditional content marketing strategies. In fact 84 percent of B2B marketers who have integrated account-based marketing into their strategy have higher ROI than any other marketing strategy.

Although it takes more effort and time to nurture a smaller group of targeted accounts, the rewards are significant for companies who are looking to increase their revenue throughout the funnel. This is especially 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 businesses who want to expand business with their existing customers over time by developing trusting relationships. Research has proven that it's more cost-effective to invest in retaining existing customers than to spend money trying find and convert new customers.

Combining ABM with inbound marketing methods will maximize the impact of content marketing content. By utilizing an array of pillar content, retargeting and lead capture landing pages, marketers can offer more relevance to prospects throughout the buying journey. This enables them to generate more acquisition growth, acceleration, and expansion revenue opportunities for their marketing and sales teams.

Making Hyper-Personalized Content

ABM is among the most popular trends in marketing, and it's vital for marketers to know how their current content strategies can be integrated into this new strategy. But it can be difficult to get your head around how ABM is actually used in practice. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM that explained the main aspects to consider and what to expect in a successful execution.

Understanding your ideal customer's goals and challenges is the first step in creating an effective ABM strategy. Content that is in line with these goals will allow you to provide a more personal service and Account based content marketing boost conversions. The content you create should also focus on the specific requirements of each account. It is therefore important to track the journey of each user within the account. This will allow you to determine which content (and individual pages and items) is most engaging for your intended audience. This data can 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 however, it's a crucial step to boost the effectiveness of ABM. According to State of Marketing, 2023 83% of customers are willing to give up their personal information for better-customized experiences.

One method to create hyper-personalized content is by using AI processing real-time data. This can help you manage the way your content is presented and make suggestions for the next steps, and respond to events immediately. While it cannot replace your multivariate testing or strategic planning, this can be a powerful tool for improving the effectiveness of your ABM campaigns.

Another way to hyper-personalize your content is to utilize the pillar and cluster structure. This lets you create a a comprehensive piece of content that explains the issue that your targeted accounts face, and then link to supplementary pieces that focus on specific aspects of the problem. For example fitness trackers may have a variety of common goals and advantages, but how different types of users use it could vary significantly.

Aligning Sales and Marketing

Traditionally, professional services marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that enticed large numbers of people in the expectation that a portion of them would convert. This strategy may have worked in the past when B2B marketing was based on a broadcast approach, but it is no longer effective in today's Account Based Marketing strategy. Instead of trying to force all leads through the same stage of the process, it's more important to focus on targeting high-value prospects and providing them with content and experiences that are tailored to their particular needs and requirements.

The first step to this is identifying your ideal customer profile (ICP). It's not as easy as establishing buyer personas since you need to consider the kinds of solutions each customer is looking for and how they can be used to the best advantage.

Once you know your ICP The next step is to develop an effective strategy for content that is connected with each of these accounts across several 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 as you implement your ABM strategy. This will ensure that your content is appropriate to each account and ensure that you don't spend your time or resources on the wrong people.

Another crucial step is to leverage the information you have on your top-performing clients. You can find positive traits that your clients share by looking at their historical data. For instance, they may all be in the financial services industry or have a similar company size. This data can be used to develop targeted campaigns targeting similar prospects.

In addition to this it's crucial to monitor the effectiveness of your ABM strategy and adjust it as needed. For instance, if you notice that your target account isn't responding to your content, it may be time to contact them and see what else you can do to help them move along the sales funnel. If you take these steps, you'll be able to make your ABM strategy and content strategies more aligned which, in turn, will increase conversions.

Measuring the effectiveness

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are tailored and relevant to a particular persona or account. For instance If you're focusing on healthcare organizations your content must be geared towards their challenges and pain points. This kind of personalization is not just essential in ABM but also a great way to build strong relationships with your potential clients and customers.

ABM can be utilized at any stage of the sales funnel. It can even be more effective than traditional lead generation at the top of a 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 tactics such as in-person meetings and phone calls, or handwritten notes are effective, today's buyers are more inclined to online self-service and remote interaction. It's essential to provide the right content at the right time and using the channel they prefer.

ABM is particularly effective in engaging C-suite executives who are difficult to reach. They tend to ignore the mass email marketing and are more likely to respond to content that is relevant to their needs and uses cases. ABM can also help accelerate sales by allowing engagement with prospects at crucial points in their journey, such as when they are researching solutions to address specific business problems.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's fast becoming the most popular strategy for B2B businesses looking to improve their 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.