How To Know If You re In The Right Place For Account Based Content Marketing

Account Based Content Marketing for Professional Services

With account based content marketing your marketing department and digital content marketing agency marketing agency can concentrate on a specific group of clients or accounts. This lets you create highly-personalized targeted content that talks directly to their issues and explain how your product will help the issues.

Effective ABM content must deliver the right kind of information to every stakeholder at the right time in the buyer's center. This requires identifying the requirements of each person at different stages of their journey.

Targeting Specific Accounts

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which seek to convert strangers using large marketing campaigns into leads. By identifying the most important decision makers at each account and understanding their pain points and objectives, marketers can create and deliver customized content that is appropriate to the specific accounts. This creates an effective conversation with customers and prospects that ultimately results in better business results for the organization.

Once you've identified your target accounts The next step is to develop accounts plans for each one. This involves analyzing each account and determining the marketing channels to be used for each account, the types of buyers in each account, and what type of content is required to increase engagement. This may include thought leadership content (e.g. Whitepapers, case studies webinars, retargeting ads, webinars, personalized website experiences and other marketing techniques specific to each client are all possible.

In the end, account based content marketing is able to yield a higher return on investment than traditional content marketing tactics. 84 percent of B2B marketing professionals who have incorporated account-based marketing into their strategies have higher ROI than any other marketing strategy.

It takes more time and resources to cultivate a small group of target accounts however, the advantages of an account-based content marketing strategy are crucial for companies that want to grow revenues across all stages of the sales funnel. This is especially applicable to professional service companies, where the quality of their customers or prospects is more important than the number of people they are able to attract.

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

Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. Utilizing a combination of pillar content, retargeting, and lead capture landing pages, marketers can offer more relevance to prospects at every stage of the buying journey. This allows them to create more acquisition as well as acceleration and expansion revenue opportunities for their marketing and sales teams.

Create content that is hyper-personalized

ABM is among the most popular trends in marketing, and it's vital for marketers to understand how their existing strategies for content are able to be integrated into this new method. However, it can be a challenge to understand how ABM can be applied in real-world. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM that explained the main factors to be considered and what you can expect from a successful execution.

The most efficient ABM content strategy starts with understanding your ideal client's needs and their goals. Content that is geared towards these goals allows you to provide more customized service and increase conversions. Content should also be tailored to the requirements of each account. This is why it's important to map out the user journeys in each of your accounts. This will help you determine what content (and specific items and pages) is most engaging for your target audience. This data can be used to improve the user experience on your site, showing the most popular content to users who are on those accounts.

It's not easy to create hyper-personalized content, but it's an important step in increasing the impact of ABM. According to State of Marketing 2023, 83% of consumers are willing to provide their personal information in exchange for a more personalised experience.

AI processing of real-time data is a method to create hyper-personalized content. This will allow you to manage how your content marketing consultant is delivered and provide suggestions for the next steps, content marketing strategy and react to events in real time. While it cannot replace your multivariate testing or strategic planning, this is a great tool for improving the effectiveness of your ABM campaigns.

Another way to personalize your content is to use the pillar and cluster structure. This allows you to create a an entire piece of content that describes the problem that your target accounts are facing, and then link to supplementary pieces that address specific aspects of the problem. Fitness trackers, for instance, 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

Traditionally, professional service marketers focused on developing a linear sales funnel by using broad marketing campaigns that targeted large groups of people with the expectation that a few would be converted. This approach may have worked when B2B marketing followed a more broadcast approach, but it is not effective in the current Account Based Marketing 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 provide them with content and experiences that are tailored to their specific needs and requirements.

The first step to this is identifying your ideal client profile (ICP). This is not as simple as creating buyer profiles, content marketing strategy because you must also look at the different types of solutions that each customer is seeking and how best to utilize them.

Once you've identified your ICP and a strategy, you can create a plan for content that can be linked with each account through multiple channels. This could be anything from social media ads to email outreach.

When you start implementing your ABM strategy, it's crucial to keep your sales and marketing teams on the same page. This will ensure that all of your content is relevant to each account, ensuring that you don't spend time and resources attracting the wrong type of audience.

Another crucial step is to utilize the data that you have on your top-performing clients. You can identify positive attributes that your clients share by looking at their historical data. For instance, they may all be in the financial services industry or have a similar company size. This information can be used to create targeted marketing campaigns for prospects with similar characteristics.

In addition to this it's also important to keep track of the performance of your ABM strategy and make adjustments as needed. If your target audience does not respond to your content, you might want to reach out and find out what you can do to help move them along the sales funnel. By taking these steps you'll be able to make your ABM strategy and content efforts better aligned and 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 particular persona or account. If you're looking to reach healthcare companies, for example, your content should be centered around their problems and concerns. This level of personalization not only helps with ABM but also builds strong relationships with prospects and customers.

ABM can be used throughout the sales funnel. It is even more efficient than traditional lead generation at the top of the funnel. This is because you can identify and interact with a smaller number accounts that are more likely to convert rather than trying to generate leads from a population that may not be interested.

While there's a place for offline relationships-building strategies such as face-to-face meetings, phone calls, and handwritten notes, the majority of buyers nowadays prefer digital self-service 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 is most effective for them.

ABM is especially effective for reaching out to executives in the C-suite who are difficult to reach who are usually skeptical of mass-email campaigns, but are more likely to react to content that is tailored to their requirements and use cases. ABM can also help you accelerate sales by enabling engagement with prospects at key stages in their journey, for instance when they are looking for solutions to solve specific business issues.

ABM isn't as old as traditional selling and marketing strategies, but it's rapidly becoming a top strategy for B2B companies looking to boost 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.