Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a selected set of clients or accounts that have account-based content marketing. This lets you create highly-personalized specific content that speaks directly to their needs and explain how your product will help them.

ABM content that is effective must deliver the right information to every stakeholder in the buyer center at the right time. This involves identifying the needs of each person at different stages in their journey.

The goal is to target specific accounts

Account-based content marketing funnel marketing is a more personalized approach to content marketing compared to traditional strategies, which attempt to convert visitors using large marketing campaigns into leads. Marketers can create and deliver relevant content by identifying and understanding the key decision makers in each account, their issues and goals. This creates a more fruitful conversation with customers and prospects that ultimately drives greater business outcomes for the organization.

Once you've identified your desired accounts, what is content in marketing the next step is to design plans for each account. This requires analyzing every account and determining which marketing channels to be employed and the customers within each account and what type of content is needed to increase engagement. This could include thought-provoking content like whitepapers or case studies. Whitepapers, case-studies webinars, retargeting ads, webinars, personalized website experiences and other marketing strategies tailored to each account are all possible.

Account-based content marketing can provide a much higher return on your investment than traditional strategies for content. In fact, 84% of B2B marketers who have incorporated account-based marketing into their strategies have higher ROI than any other marketing effort.

While it takes more time and resources to nurture a small group of target accounts but the advantages of an account-based content marketing strategy are vital for businesses who want to increase revenue throughout all stages of the sales funnel. This is especially applicable to professional service companies where the quality of customers or prospects is more important than the number of people they can attract.

ABM is also a great option for companies who wish to increase their business with existing customers over time by developing trusting relations. Research has shown that it's much more cost effective to invest in maintaining existing customers than to spend money trying locate and convert new ones.

By combing ABM with traditional inbound marketing strategies, companies can maximize the impact of their content marketing efforts. By utilizing a combination of the pillar content, retargeting and lead capture landing pages, marketers can offer more relevance to prospects at every stage of the buying process. This allows them to create additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and market teams.

Create hyper-personalized content

ABM is a rage in marketing. It's crucial that marketers know how to adapt their strategies for content to this new approach. However, it can be a challenge to comprehend how ABM is actually used in practice. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM that explained the main considerations and what to expect in a successful execution.

The most effective ABM content strategy starts by understanding the needs of your ideal customer and objectives. Creating content that aligns with these goals will enable you to provide a more personalized experience and ultimately increase conversions. The content you create must focus on the unique needs of each account. It is therefore important to map the journey of each user within the account. By doing this, you'll be able discern what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This data can be used to optimize the user experience on your website, displaying the most effective content to visitors who visit those accounts.

Creating hyper-personalized content can be challenging, 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 give up their personal data for an experience that is more personalized.

One method of creating hyper-personalized content is by using AI processing on real-time data. This can help you manage how your content is delivered, provide suggestions for next steps, and respond to events in real time. While it isn't a substitute for multivariate testing or strategic planning, this can be a powerful tool for improving the effectiveness of your ABM campaigns.

Another method to personalize your content is by leveraging the pillar and cluster structure. This allows you to have a comprehensive piece of content that explains the problem that your target accounts face, and then link to other pieces that focus on specific aspects of the issue. For example, a fitness tracker may have many advantages and common goals however, the manner in which different kinds of users use it can differ greatly.

Getting Sales and Marketing Aligned

Traditionally, professional services marketers were focused on creating a linear sales funnel using broad marketing campaigns that enticed large numbers of people in the expectation that a portion of them would convert. This approach may be effective in the past in the past when B2B marketing was more of a broadcast-based model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Instead of trying to push all leads through the same stages of the process, you should focus on high-value prospects. You can do this by providing them with content or experiences that are tailored to their particular needs and problems.

The first step is to identify your ideal client profile. This isn't as simple as establishing buyer personas as you must also take into account the types of solutions each customer is seeking and how they can be best utilized.

Once you know your ICP the next step is to design a content strategy that connects to each of these accounts across multiple channels. This could be anything from social media ads to email outreach.

It is essential that your marketing and sales teams are on the same page as you implement your ABM strategy. This will ensure that all of your content is relevant to each account, so that you don't spend time and resources trying to reach the wrong audience.

Another key step is to utilize the information you have on your top-performing clients. By analyzing your historical customer information, you will be able to determine what positive characteristics they have in common, like being in the financial services sector or being within a certain size. This information can be used to design targeted marketing campaigns targeting similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any needed changes. For instance, if you notice that your target account isn't responding to your content, it could be the right time to get in touch with them and ask what else you can do to help them move along the sales funnel. You can align your ABM strategy with your uk content marketing agency strategies by following these steps.

Measuring Success

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are personalized and relevant to a specific persona or account. If you're looking to reach healthcare businesses for instance your content must be focused on their issues and pain points. This type of personalization not only helps with ABM but also helps build strong relationships with prospects and customers.

ABM can be used throughout the sales funnel. It is even more effective than traditional lead generation at the top of the funnel. This is due to the fact that you can identify and engage with a small number accounts that are more likely to convert rather than trying to generate leads from an audience that might not be interested.

Although offline strategies like phone calls and meetings in person, or handwritten notes are still efficient, today's buyers prefer online self-service and remote interaction. 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 engaging executives in the C-suite who are difficult to reach. They tend to ignore the mass email marketing, but are more likely respond to content that speaks to their requirements and uses instances. ABM can also help you shorten your sales cycle by allowing engagement with prospects at key stages in their journey, such as when they are pursuing solutions to address specific business problems.

Although ABM isn't as well-known as long as traditional marketing and sales strategies, it's quickly becoming a leading strategy for B2B organizations looking to increase their efficiency and generate higher 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.