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Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department and digital marketing agency can concentrate on a specific group of accounts or clients. This lets you create linkedin content marketing that is highly personalized and addresses their specific issues and demonstrates how your product can help them overcome these issues.

ABM content that is successful must provide the right information to each stakeholder in the buyer center at the right moment. This requires identifying the requirements of each persona at different stages of their journey.

Targeting Accounts with Specific Goals

Unlike traditional content strategies that seek to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly personal method. Marketers can create and deliver relevant content by identifying and knowing the decision makers within each account, their issues, and their objectives. This helps to create a more fruitful conversation with customers and prospects that ultimately results in better business results for the company.

After identifying the accounts you want to target After identifying your target accounts, you must make account plans for each. This involves analyzing each account, determining which channels to utilize, which buyers within the account should interact with, and what types of content are required to encourage engagement and conversions. This could be thought leadership 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.

In the end, account based content marketing is able to deliver much higher return on investment than traditional content marketing techniques. In fact 84% of B2B marketers who have incorporated account-based marketing into their strategies report higher return on investments than any other type of marketing strategy.

Although it takes longer and resources to cultivate only a few target accounts, the advantages of an account-based content marketing strategy are significant for businesses who want to increase revenue across all stages of the sales funnel. This is especially relevant for professional service companies, where the quality of customers or prospects is more important than how many people they are able to attract.

Additionally, ABM is a great choice for companies that wish to increase their reach with existing customers through building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.

By combining ABM with traditional inbound marketing techniques businesses can maximize the impact of their content marketing efforts. By utilizing the combination of pillar content, retargeting and lead capture landing pages, marketers can give more value to potential customers at every stage of the buying journey. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their marketing and sales teams.

Create Hyper-Personalized Content

ABM is a rage in the field of marketing. It is crucial that marketers know how to adapt their strategies for content to the new method. However, it can be a challenge to comprehend how ABM works in practice. 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 an effective implementation.

Understanding your ideal customer's goals and challenges is the first step in creating an effective ABM strategy. Content that is geared towards these goals allows you to provide more personal service and boost conversions. Content should also be tailored to the specific needs of each account. It is crucial to trace the path of users within each account. This will allow you to determine the type of content (and individual items and pages) is most popular with your target audience. This information can be used to improve the user experience for those with these accounts, and show the best performing content.

It's not easy to create hyper-personalized content however, it's a crucial step in increasing the impact of ABM. According to State of Marketing, 2023 83% of consumers are willing to share their personal information to receive an experience that is more personalized.

One way to create hyper-personalized content is to use AI processing on real-time data. This can help you manage the way your content marketing agency is distributed and make suggestions for the next steps and respond to events instantly. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for multivariate testing and strategic planning.

Another way to personalize your content is to utilize the pillar and cluster structure. This allows you to have an entire piece of content that addresses the issue that your targeted accounts have to face, and link to other pieces that specifically address the problem. Fitness trackers, as an example can have a variety of common benefits and goals however the method by which different people use them could be completely different.

Making sure that Marketing and Sales are aligned

Traditionally, professional services marketers were focused on creating a linear sales funnel using broad marketing campaigns that targeted large numbers of people in the expectation that one or more would convert. This strategy may have been effective in the past when B2B marketing was more of a broadcast model, however, it's not as effective with the modern Account Based Marketing (ABM) 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 do this by providing them with content or experiences specifically tailored to their specific needs and problems.

The first step is to determine your ideal client profile. It's not as easy as creating buyer profiles because you must also look at the different types of solutions that each customer is looking for and how to utilize them.

Once you know your ICP, the next step is to design a strategy for your content that connects with these accounts across several channels. This could include everything from social media advertisements to email outreach.

As you begin executing your ABM strategy, it's crucial to keep both your marketing and sales teams on the same page. This will help ensure that your content is relevant to each account, ensuring that you don't waste time and money attracting the wrong audience.

A key step to take is to utilize the information you have on your best-performing clients. By looking at your previous customer data, you can see what is a content marketer positive attributes they have in common, such as being in the financial services sector or falling within a certain company size. This information can then be used to design targeted marketing campaigns for similar potential customers.

In addition to this it's also important to keep track of the performance of your ABM strategy and make changes whenever necessary. If your targeted account does not respond to your content, you might want to reach out to see what you can do to get them along the sales funnel. If you follow these steps, you'll be able to improve your ABM strategy and content efforts better aligned, which will ultimately increase conversions.

Measuring Success

Account based content marketing is all about creating resources (videos, reports, blog posts, and webinars) that are personalised and relevant to a particular account or persona. For instance If you're focusing on healthcare companies your content should be focused on their pain points and challenges. This type of personalization doesn't just help with ABM but also builds strong relationships with potential customers.

ABM can be used at all stages of the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is because it will help you to identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from a huge crowd that may not be interested in your product or service.

Although there is still a need for offline methods of building relationships like in-person meetings, phone calls and handwritten notes, most buyers today prefer digital self-serve and remote engagement. That's why it's so critical to provide customers with the right content at the right time, on the channel that's most suitable for them.

ABM is particularly effective in reaching out to C-suite executives who are difficult to reach, who are often dismissive of mass-email campaigns, but are more likely to react to content that speaks directly to their requirements and use cases. ABM can also help you reduce the time it takes to sell by enabling engagement with prospects at crucial points in their journey, like when they are pursuing solutions to solve specific business challenges.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's rapidly becoming a top choice for b2b content marketing companies 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.