Account Based Content Marketing for Professional Services

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

ABM content that is efficient must convey the right information to each stakeholder in the buyer's centre at the right time. This involves identifying the various types of people and their needs at various stages of their journey.

Targeting specific accounts

Contrary to traditional content strategies that aim to attract and convert people who are not leads through broad marketing campaigns, account based content marketing focuses on connecting with specific accounts in a highly personal method. By identifying the top account decision makers and understanding their pain points and objectives, marketers can create and deliver customized content that is targeted to specific accounts. This can help create a more fruitful dialogue with prospects and customers which ultimately leads to greater business outcomes for the company.

After identifying your accounts of interest After identifying your target accounts, you must create account plans for each one. This involves analyzing every account and determining which marketing channels to be employed for each account, the types of buyers in each account to engage and what kind of content strategy marketing is needed to encourage engagement. This could include thought-provoking content, such as whitepapers or case studies. Whitepapers, case studies webinars, retargeting ads, webinars, personalized website experiences and other marketing techniques that are customized to each customer are all possible.

Account-based marketing can yield an even higher return on your investment than traditional strategies for content. In fact 84% of B2B marketers who have integrated account-based marketing in their strategy report higher return on investments than any other type of marketing effort.

Although it takes more effort and time to nurture a smaller group of targeted accounts, the rewards are significant for companies that seek to increase their revenues throughout the funnel. This is particularly relevant for professional service companies where the quality of each prospective client or customer is more important than the number of people they can attract.

ABM is also a great option for businesses who want to grow their business with existing customers over time by building trusting relationships. Research shows that investing in existing customers is more cost-effective than investing money to acquire new customers.

By using ABM with traditional inbound marketing techniques, companies can maximize the effectiveness of their content marketing efforts. Utilizing 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 allows them to create additional revenue opportunities through acquisition as well as acceleration and expansion of their sales and marketing teams.

Making Hyper-Personalized Content

ABM is one of the most popular trends in marketing, and it's crucial for marketers to know how their existing strategies for content can be integrated into this new strategy. It can be difficult to comprehend how ABM actually works. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main considerations, and what to expect for a successful implementation.

Understanding your ideal customer's goals and issues is the first step in developing a successful ABM strategy. Content that is geared towards these goals allows you to provide a more personalized service and increase conversions. Content must also be tailored to the specific needs of each account. It is crucial to map the journey of users within each account. This will allow you to determine which content (and particular pages and items) is most engaging for your target audience. This information can be used to improve the user experience for those with these accounts, showing the best performing content.

Making content that is hyper-personalized isn't easy, but it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023 83% of consumers are willing to exchange their personal information for a more customized experience.

One way to create hyper-personalized content marketing funnel is to use AI processing real-time data. This will help you determine how your content is delivered, provide suggestions for future steps, and react to events in real time. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for multivariate testing and strategic planning.

The cluster and pillar structure is another way to personalize content. This allows you to have an entire piece of content that addresses the issue that your targeted accounts are facing, and then link to supplementary pieces that address specific aspects of the problem. Fitness trackers, for example can have a variety of common benefits and goals, but the way that individuals use them may be completely different.

Aligning Marketing and Sales

Professional services marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to appeal to large groups with the hope that a portion of them would convert. This approach may have been effective in the past when B2B marketing was more of a broadcast model but it's no longer efficient in the current Account Based Marketing (ABM) strategy. Instead of trying to force all leads through the same process of the process, it's important to concentrate on attracting high-value prospects and providing them with experiences and content marketing strategies that are tailored to their individual needs and challenges.

The first step is to determine your ideal customer profile. This isn't as simple as establishing buyer personas because you have to take into account the types of solutions that customers are looking for and how they can be best utilized.

Once you have identified your ICP, the next step is to develop an effective strategy for content that is connected to each of these accounts across several channels. This could be anything from social media ads, to email outreach.

As you begin executing your ABM strategy, it's essential to keep both your marketing and sales teams on the same level. This will help ensure that all of your content is relevant to each account, ensuring that you don't spend time and resources trying to reach the wrong audience.

A key step to take is to utilize the information you have on your best-performing clients. You can find positive traits that your customers have in common by studying their past data. For instance they could all belong to the financial services industry or have a similar company size. This information can be used to design targeted marketing campaigns for prospects with similar characteristics.

Additionally it's also important to keep track of the performance of your ABM strategy and make adjustments as needed. For instance, if 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 progress through the sales funnel. If you follow these steps, you'll be able to get your ABM strategy and content efforts more in sync and ultimately aid in generating more conversions.

Measuring the 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. For instance If you're focusing on healthcare organizations, your content marketing seo needs to be geared towards their challenges and pain points. This level of personalization isn't just important in ABM but also a great way to build strong relationships with your potential clients and customers.

ABM can be used throughout the sales funnel. In fact, it could be more effective than traditional lead generation when utilized at the top of the funnel. This is because you can identify and connect with a limited number accounts that are more likely to convert than trying to generate leads from a population that may not be interested.

While offline tactics such as phone calls and meetings in person or handwritten notes are still efficient, today's buyers prefer digital self-service and remote engagement. That's why it's so critical to provide them with the right content at the right time, and on the channel that's most suitable for them.

ABM is especially effective for reaching out to executives in the C-suite who are difficult to reach who are usually skeptical of mass email campaigns but are more likely to respond to content that speaks directly to their needs and use cases. Additionally, ABM can help you reduce the time to sell by allowing you connect with your prospects at crucial points in their journey -- like when they're researching solutions to address a specific business issue.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's fast becoming a top choice for B2B companies seeking to improve 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.