Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a specific set of clients or accounts with account-based content marketing. This lets you create content that is highly personalized and is directly addressing their pain points and shows how your product can assist them in solving them.

ABM content that is effective must deliver the right information to every stakeholder in the buyer's center at the right time. This involves identifying the various types of people and their requirements at different stages of their journey.

Aiming at specific accounts

Unlike traditional content strategies that seek to attract and convert people who are not leads through broad marketing campaigns, account-based content marketing is focused on interacting with specific accounts in a highly personalized way. Marketers can create and deliver relevant content by understanding the key decision makers within each account, their challenges and goals. This helps to create more productive dialogue with prospects and customers 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 every account and determining the appropriate marketing channels to be used, the buyers within each account to engage, and what type of content is needed to drive engagement. This could include thought leadership content like whitepapers or case studies. whitepapers webinars, case studies, or whitepapers) as well as retargeting ads. personalized experiences on websites and other marketing tactics specific to each client.

As a result, account-based content marketing is able to provide a much higher return on investment than traditional content marketing tactics. In fact 84% of B2B marketers who have incorporated account-based marketing into their strategy report higher returns on investment than any other marketing strategy.

It takes more time and resources to nurture a small group of target accounts, the benefits of a strong account-based approach to content marketing are crucial for companies who want to increase revenue throughout all stages of the sales funnel. This is particularly true for professional services businesses where the quality of each prospective client or customer is more important than the number of customers they can draw.

Additionally, ABM is a great choice for companies that wish to grow their business with existing customers by building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than spending money to acquire new customers.

By combining ABM with traditional inbound marketing techniques, companies can maximize the impact of their content marketing efforts. Utilizing the combination of pillar content, account based Content Marketing retargeting and lead capture landing pages, marketers can offer more value to potential customers at all stages of the buying process. This allows them to create more acquisition growth, acceleration, and growth revenue opportunities for their marketing and sales teams.

Create Hyper-Personalized Content

ABM is among the most popular trends in marketing, and it's vital for marketers to know how their existing content strategies can be integrated into this new strategy. It can be a bit difficult to understand how ABM can be applied in real-world. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main factors to consider, as well as what to expect for a successful implementation.

The most efficient ABM content strategy starts by understanding your ideal client's needs and their goals. Content that is geared towards these goals allows you to provide a more personal service and boost conversions. Content must also be tailored to the needs of each account. This is why it's important to map out the user journeys within each of your accounts. This will allow you to determine the content marketing type of content (and particular items and pages) is most popular with your intended audience. This data can be used to improve the user experience on your website, displaying the most effective content to visitors who visit those accounts.

It can be difficult to create hyper-personalized content but it's a vital step in increasing the impact of ABM. According to State of Marketing 2023, 83% of people are willing to give their personal details in exchange for a more personalised experience.

AI processing of real-time data is a way to create hyper-personalized contents. This will allow you to determine how your content is delivered, provide suggestions for future steps, and react to events in real-time. While it cannot replace your multivariate testing or strategic planning, this can be a useful 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 allows you to create a an extensive piece of content that addresses the issue that your targeted accounts have to face, and connect to additional pieces that address specific aspects of the problem. Fitness trackers, as an example, may have a number of common benefits and goals however the method by which different people use them could be quite different.

Getting Sales and Marketing Aligned

Professional service marketers have historically focused on creating a linear sales channel using broad marketing campaigns to appeal to large groups with the hope that one or more of them would convert. This strategy may have worked when B2B marketing followed a more broadcast approach, but it is not effective in the current Account Based Marketing strategy. Rather than trying to push all potential leads through the same phase of the process, it's crucial to concentrate on attracting high-value prospects and providing them with experiences and content that are tailored to their individual needs and requirements.

The first step is to establish your ideal client profile. This isn't as simple as establishing buyer personas since you need to consider the kinds of solutions that customers are seeking and how they can be used to the best advantage.

Once you know your ICP the next step is to create a saas content marketing company strategy that connects to each of these accounts across multiple channels. This could range from social media ads, to email outreach.

When you are beginning to implement your ABM strategy, it's crucial to keep your sales and marketing teams on the same page. This will ensure that your content is pertinent for each account, and ensure that you don't waste time or resources on the wrong target audience.

The most important thing to do is to utilize the information you have on your best-performing clients. You can determine the positive characteristics that your customers share by looking at their historical data. For example they could all belong to the financial services industry or have a similar company size. This information can then be used to develop targeted marketing campaigns targeting similar prospects.

In addition to this, it's important to track the effectiveness 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 find out what else you can do to help them progress through the sales funnel. If you follow these steps you'll be able make your ABM strategy and content efforts more in sync, which will ultimately increase conversions.

Measuring the success

Account based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are personalized and relevant to a specific persona or account. If you're looking to target healthcare organizations for instance your content should be focused on their problems and concerns. This type of personalization does not only help with ABM but also builds strong relationships with prospects and customers.

The most appealing aspect of ABM is that it can be utilized throughout the sales funnel. In fact, it could be more efficient than traditional lead generation if utilized at the top of the funnel. This is because it will assist you in identifying and engaging only a few accounts that are likely to convert, instead of trying to generate leads from a large audience that may not be interested in your product or service.

While offline tactics such as phone calls and meetings in person or handwritten notes are still 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 at engaging executives from the C-suite, who are hard to reach. They tend to ignore the mass email marketing and are more likely to respond to content that speaks to their needs and use cases. In addition, ABM can help you reduce the time to sell by enabling you to reach and engage your prospects at the most crucial stages of their journey -- like when they're researching solutions to solve a particular business issue.

ABM isn't as old as traditional marketing and selling strategies, but it's rapidly becoming the most popular strategy for B2B companies seeking 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 account based content marketing upselling/cross-selling rates.