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 select group of accounts or clients. This lets you create hyper-personalized targeted content that talks directly to their needs and explain how your product will solve the issues. Effective ABM content must deliver the right kind of information to every stakeholder at the right moment in the buyer's center. This requires identifying the requirements of each persona at different stages in their journey. Targeting specific accounts Account-based content marketing is a more personal approach to content marketing than traditional strategies, which aim to convert visitors using large marketing campaigns into leads. By identifying the top decision makers for each account and understanding their needs and objectives, marketers can create and provide content that is relevant to the specific accounts. This creates a more fruitful dialogue with customers and prospects which in turn leads to better business results. After identifying your accounts of interest You must then create account plans for each one. This involves analyzing each account and determining which marketing channels to be used, the buyers within each account that should be engaged and what kind of content is needed to drive engagement. This could include thought-provoking content (e.g. whitepapers, case studies, webinars) Retargeting ads, personalized experiences on websites and other marketing tactics tailored to each account. In the end, account based content marketing is able to deliver much more ROI than traditional content marketing techniques. In fact, 84 percent of B2B marketers who have incorporated account-based marketing in their strategy have higher ROI than any other marketing campaign. While it requires more resources and time to cultivate small groups of targeted accounts, the benefits are significant for companies that are looking to increase their revenue throughout the funnel. This is especially 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 increase their business with existing customers over time, by establishing trusting relationships. Research has proven that it's much more cost effective to invest in retaining existing customers than to spend money trying find and convert new customers. By combing ABM with traditional inbound marketing strategies companies can increase the effectiveness of their content marketing efforts. Marketers can improve the relevance of their content to potential customers at every stage of their buying journey by combining pillar content with retargeting and landing pages for lead capture. This allows them to generate additional revenue opportunities through acquisition growth, acceleration, and expansion of their sales and market teams. Create content that is hyper-personalized ABM is among the hottest trends in marketing, and it's vital for marketers to know how their current content strategies can be integrated into this new strategy. However, it can be a challenge to get your head around how ABM works in practice. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave an overview of ABM in a recent talk. They explained the key considerations, and what to expect from a successful implementation. Understanding your ideal customer's goals and pain points is the first step to developing a successful ABM strategy. Content that is aligned with these goals allows you to provide more personalized service and increase conversions. The content you create should focus on the unique needs of each account. This is why it is essential to sketch out the path of users within your accounts. By doing this, you'll be able determine what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This information can then be used to improve the user experience on your website, and show the most effective content to visitors who are on those accounts. Making content that is hyper-personalized can be challenging but it's an important step to increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023 83% of consumers are willing to give up their personal information to receive better-customized experiences. One method to create hyper-personalized content is to use AI processing real-time data. This will allow you to determine how your content is distributed, make suggestions for next steps and respond to events immediately. While it's not a replacement for multivariate testing or strategic planning, this can be a useful tool to increase the effectiveness of your ABM campaigns. The cluster and pillar structure is another method to hyper-personalize content. This allows you to have an entire piece of content that addresses the issues that your target accounts face, and then link to supplementary pieces that address specific aspects of the problem. For example a fitness tracker could have a variety of common goals and advantages however, the manner in which different kinds of people use it can vary significantly. Aligning Marketing and Sales Professional services marketers have traditionally focused on creating a linear sales channel, using broad marketing campaigns that appeal to large groups with the hope that a few of them would be converted. This approach may have been effective 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 push all leads through the same stages of the process, you should concentrate on the most valuable leads. You can do this by providing them with content or experiences that are tailored to meet their specific requirements and issues. The first step is to determine your ideal customer profile. This isn't as simple as creating buyer personas, since you need to be aware of the types of solutions that customers are seeking and how they will be utilized. Once you have identified your ICP, develop a strategy for content that can be linked with each account across different channels. This could range from social media ads to email outreach. It's essential that your marketing and sales teams are on the same page as you implement your ABM strategy. This will ensure that your content is pertinent for each account, and ensure that you do not spend your time or resources on the wrong audience. One of the most important steps to take is to utilize the information you have on your top-performing clients. content marketing consultant can identify positive attributes that your clients share by looking at their historical data. For instance they could all be in the financial services industry or have a similar business size. This data can be used to design targeted marketing campaigns to target similar potential customers. It's also important to track your ABM strategy's performance and make any necessary changes. If your target audience doesn't respond to your content, you may need to reach out and see what you can do to get them further down the sales funnel. If you follow these steps you'll be able to improve your ABM strategy and content strategies better aligned and ultimately aid in generating more conversions. Measuring the success Account based content marketing is all about creating resources (videos reports, reports, blog posts and webinars) that are personalized and relevant to a particular persona or account. For instance when you're targeting healthcare businesses your content must be focused on their pain points and challenges. This level of personalization is not just essential in ABM but also a great way to build strong relationships with your prospects and customers. ABM can be used at all stages of the sales funnel. It is even more efficient than traditional lead generation 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 an audience that might not be interested in your product or service. While there's still a place for offline relationships-building strategies like in-person meetings, phone calls and handwritten notes, most buyers nowadays prefer digital self-service and remote engagement. It's crucial to provide the right content at the right time and in the format they prefer. ABM is particularly effective for 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 needs and use cases. ABM can also help you shorten your sales cycle by allowing engagement with prospects at the most crucial stages in their journey, for instance when they are pursuing solutions to solve specific business challenges. ABM isn't as old as traditional selling and marketing strategies, but it's fast becoming a top choice for B2B companies looking 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.
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