Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a particular group of clients or accounts with account-based content marketing. This lets you create highly-personalized, targeted content that speaks directly to their issues and explain how your product will solve the issues.

Effective ABM content should deliver the correct information to each stakeholder at the right time in the buyer's center. This involves identifying the needs of each individual at various phases of their journey.

Targeting specific accounts

Account-based content marketing is a more personal approach to content marketing than traditional strategies, which seek to convert people who are not familiar with marketing campaigns into leads. By identifying the key decision makers at each account and identifying their issues and goals, marketers are able to create and deliver customized content that is appropriate to the specific accounts. This can lead to a more productive dialog with prospects and customers which in turn leads to more profitable business results.

After identifying the accounts you want to target, you need to create account plans for each one. This involves analyzing each account and determining which marketing channels to employ, which buyers within the account should interact with, and what types of content are needed to encourage engagement and conversions. This could include thought-provoking content, such as whitepapers or case studies. whitepapers webinars, case studies, or whitepapers) Retargeting ads, personalized website experiences and other marketing tactics that are customized to each customer.

Account-based content marketing can provide a much higher return on your investment than traditional content strategies. 84 percent of B2B marketing professionals who have integrated account-based marketing into their strategies report higher returns on investment than any other marketing effort.

Although it takes more effort and time to nurture a smaller group of targeted accounts, the benefits are significant for companies who are looking to increase their revenue throughout the funnel. This is particularly applicable to professional services companies where the quality of each prospect or customer is more important than the number of customers they can draw.

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

Combining ABM with inbound marketing content techniques can increase the effectiveness of content marketing. Marketers can improve the relevance of their content to potential customers at every stage of the purchasing journey by combining pillar content with retargeting and landing pages for lead capture. This allows them to generate additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and market teams.

Create content that is hyper-personalized

ABM is a hot topic in marketing. It's important that marketers know how to adapt their content strategies to this new approach. It can be difficult to comprehend how ABM actually operates. 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 the success of implementation.

The most efficient ABM content strategy starts with understanding the needs of your ideal customer and objectives. Producing content that aligns with these objectives will allow you to deliver a more personalized experience and ultimately increase conversions. Content should be tailored to the specific needs of each account. This is why it's crucial to outline the user journeys within each of your accounts. By doing this you'll be able discern what kinds of content (and even specific pages and items) are most engaging for these people. This information can be used to optimize the user experience for those with these accounts, showing the most effective content.

Creating hyper-personalized content marketing agencies uk can be a challenge, but it is an essential step in increasing the impact of your ABM efforts. According to State of Marketing 2023, 83% of consumers are willing to provide their personal information in exchange for a more personalized 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 and offer suggestions for the future steps, and react to events in real time. While it's not a replacement for multivariate testing or strategic planning, it can be a powerful tool to increase the effectiveness of your ABM campaigns.

Another way to personalize your content is by leveraging the pillar and cluster structure. This lets you create a full piece that addresses the issue your target accounts are facing and connect it to other pieces which specifically address the issue. Fitness trackers, as an example are able to provide a range of common benefits and goals, but the way that different people use them could be very different.

Getting Sales and Marketing Aligned

Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that enticed large numbers of people in the hope that a portion of them would be converted. This strategy might have served its purpose in the past when B2B marketing was more of a broadcast-based model, but it's no longer effective in the current Account Based Marketing (ABM) strategy. Instead of trying to force all potential leads through the same stage of the process, it's important to concentrate on attracting high-value prospects and providing them with content and experiences that are tailored to their individual needs and requirements.

The first step to this is to identify your ideal client profile (ICP). This isn't as easy as creating buyer profiles, as you need to consider the types of solutions that each client is looking for and how to make use of them.

Once you have identified your ICP, develop a strategy for content that can be linked to each account on different channels. This could range from social media advertisements to email outreach.

It is essential that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant to each account and ensure that you do not spend time or resources on the wrong audience.

The most important thing to do is to utilize the information you have about your most successful clients. By analyzing your historical customer data, you can see what positive attributes they have in common, like being in the financial services sector or falling within a certain company size. This data can be used to create targeted campaigns for similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any needed changes. For instance, if your target account isn't responding to your content, it could be the right time to get in touch with them and find out what else you can do to help them move down the sales funnel. If you take these steps you'll be able make your ABM strategy and content efforts more aligned and ultimately help to drive more conversions.

Measuring Success

Account based content marketing is about creating content (videos reports, blogs, posts and webinars) that are tailored and relevant to a particular account or persona. For example when you're targeting healthcare organizations, your content needs to be focused on their pain points and challenges. This kind of personalization is not only important in ABM, but it's also an excellent method to establish solid relationships with your prospects and customers.

The best part about ABM is that it can be used 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 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 audience that may not be interested in your product or service.

While offline methods like in-person meetings and phone calls or handwritten notes remain efficient, today's buyers prefer remote and digital self-service. That's why it's so critical to provide customers with the right content at the right time, and on the channel that works best for them.

ABM is particularly effective in engaging executives in the C-suite who are hard to reach. They often ignore mass email campaigns and are more likely to respond to content that speaks to their needs and use cases. ABM can also help you reduce the time it takes to sell by enabling engagement with prospects at key stages in their journey, such as when they are looking for solutions to solve specific business problems.

Although ABM hasn't been around for longer than traditional marketing and sales strategies, it's rapidly becoming a leading strategy for B2B companies looking to improve their performance and drive greater 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.