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Account Based Content Marketing for Professional Services

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

Effective ABM content should provide the correct information to every stakeholder at the right moment in the buyer center. This means identifying the different types of people and their requirements at different stages of their journey.

Aiming at 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 customized method. By identifying the key account decision makers and understanding their pain points and goals, marketers can create and distribute content that is appropriate to specific accounts. This creates a more fruitful interaction with customers and prospects and ultimately results in more profitable business results.

After identifying your target accounts You must then create account plans for each one. This involves analyzing each account and determining which marketing channels to employ to reach the customers in the account should be engaging with, and what kinds of content are required to increase engagement and converts. This could include thought leadership content (e.g. whitepapers, case studies, webinars), retargeting ads, customized website experiences and other marketing strategies that are customized to each customer.

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 into their strategies report higher returns on investment than any other marketing effort.

Although it takes more effort and time to cultivate small groups of accounts, the advantages are significant for businesses who want to grow their revenue throughout the funnel. This is particularly relevant for professional service companies, where the quality of prospects or customers is more important than how many people they can attract.

ABM is also a great alternative for businesses looking to grow their business with existing customers over time by building trusting relationships. Research has shown that it's more cost effective to invest in retaining existing customers than to spend money trying to find and convert new ones.

By using ABM with traditional inbound marketing techniques 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 give more value to potential customers at every stage of the buying journey. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion of their sales and market teams.

Create Hyper-Personalized Content

ABM is among the most popular trends in marketing, and it's crucial for marketers to know how their existing content marketing for b2b strategies are able to be integrated into this new method. It can be difficult to understand how ABM actually works. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They explained the key considerations, and what to expect from an effective implementation.

Understanding your ideal client's needs and issues is the first step towards developing an effective ABM strategy. Making content that is in line with these goals will enable you to deliver a more personalized experience, which will ultimately improve conversions. Content should be tailored to the needs of each account. It is therefore crucial to track the journey of each user within the account. By doing this you will be able to discern what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This information can be used to optimize user's journeys on these accounts, displaying the most effective content.

It can be difficult 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 give up their personal data for better-customized experiences.

One method of creating hyper-personalized content is by using AI processing real-time data. This can help you control the way your Content Marketing Agency London is delivered, make suggestions for next steps, and respond to events instantly. While it's not a replacement for multivariate testing or strategic planning, it can be a powerful instrument to improve the effectiveness of your ABM campaigns.

The cluster and pillar structure is another way to personalize content. This lets you create a full piece that describes the problem your target accounts are facing and then connect it to other pieces that specifically address the problem. Fitness trackers, for instance can have a variety of common advantages and goals, but the way that different people use them could be completely different.

Getting Sales and Marketing Aligned

Professional services marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to reach large audiences with the hope that a few of them would be converted. This approach may have worked in the past when B2B marketing content followed a more broadcast-based model, but it's not as effective today with the Account Based Marketing strategy. Instead of trying to guide all prospects through the same phases of the process, you should instead focus on high-value prospects. You can accomplish this by providing them with experiences or content specifically tailored to their particular needs and problems.

The first step is to identify your ideal customer profile. It's not as easy as creating buyer profiles, as you need to think about the kinds of solutions each customer is seeking and how best to use them.

Once you know your ICP the next step is to design an effective strategy for content that is connected with each of these accounts across different channels. This could range from social media ads, to email outreach.

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

Another crucial step is to make use of the information you have on your most successful clients. Through analyzing your client data, you can discover the positive traits they have in common, like being in the financial services sector or falling within a certain size. This information can be used to create targeted marketing campaigns for prospects with similar characteristics.

In addition it's also important to keep track of the performance of your ABM strategy and make adjustments as needed. If your target account doesn't respond to your content, you might be able to contact them to see what you can do to help move them down the sales funnel. If you take these steps you'll be able get your ABM strategy and content strategies more aligned which, in turn, will aid in generating more conversions.

Measuring the success

Account based content marketing is about creating content (videos, reports, blog posts and webinars) that are personalised and relevant to a particular persona or account. For instance when you're targeting healthcare businesses your content should be focused on their issues and concerns. This level of personalization is not just essential in ABM but also a great way to build strong relationships with your prospects and customers.

The best part about ABM is that it can be utilized at every stage of the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is because you can recognize and engage with a small number of accounts that are more likely to convert than attempting to generate leads from a group of people who may not be interested.

Although offline strategies like in-person meetings and phone calls, or handwritten notes are still effective, today's buyers prefer remote and digital self-service. It's essential to provide the right content at the right time, and on the channel they prefer.

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 marketing, but are more likely to react to content that addresses their needs and use cases. Additionally, ABM can help you reduce the time to sell by allowing you to connect with prospects and keep them engaged at the most crucial stages of their journey, for instance, when they're looking into solutions to solve a specific business problem.

ABM isn't as old as traditional selling and marketing strategies, but it's fast becoming a top strategy 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.