Account Based Content Marketing for Professional Services

Your marketing department and digital agency can focus their efforts on a selected set of clients or accounts with account-based content marketing. This lets you create hyper-personalized content that is directly addressing their pain points and shows how your product can help them overcome these issues.

ABM content that is effective must deliver the correct information to each stakeholder in the buyer center at the right moment. This means identifying the needs of each individual at various stages in their journey.

Aiming at specific accounts

Unlike traditional content strategies that are designed to draw strangers into leads with broad marketing campaigns, account based content marketing focuses on interacting with targeted accounts in a highly customized method. By identifying the top decision makers at each account and understanding their pain points and objectives, marketers can create and provide content that is targeted to specific accounts. This creates a more fruitful interaction with customers and prospects, which ultimately leads to greater business outcomes.

After identifying the accounts you want to target After identifying your target accounts, you must develop account plans for each. This involves studying each account and determining the marketing channels to employ and which customers within the account should interact with, and what kinds of content are required to drive engagement and conversions. This could include thought-provoking content (e.g. whitepapers webinars, case studies, or whitepapers) as well as retargeting ads. personalized website experiences, and other marketing tactics tailored to each account.

This is why account based content marketing can yield a more ROI than traditional content marketing strategies. In fact, 84% of B2B marketers who have integrated account-based marketing into their strategies have higher ROI than any other type of marketing effort.

While it requires more resources and time to cultivate a smaller group of accounts, the rewards are significant for companies that are looking to increase their revenue across all stages of the funnel. This is especially applicable to professional services companies where the quality of each prospect or customer is more important than the amount of people they can attract.

ABM is also a great option for businesses who want to increase their business with existing customers over time, by establishing trusting relations. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.

Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. Marketers can improve the relevance of their content to buyers at every stage of the buying process by mixing pillar content with retargeting and landing pages for lead capture. This enables them to generate more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.

Create content that is hyper-personalized

ABM is a hot trend in marketing. It is crucial that marketers are aware of how to adapt their content strategies to the new method. It can be difficult to comprehend how ABM actually is working. 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 for the success of implementation.

The most effective ABM content strategy starts with understanding your ideal client's pain points and goals. content of marketing strategy that is geared towards these goals allows you to provide more personal service and boost conversions. Content should be tailored to the specific needs of each account. This is why it is crucial to outline the user journeys in each of your accounts. By doing this, you'll be able to see what types of content (and even individual items and pages) are the most interesting for the people who are on them. This information can be used to improve user's journeys on these accounts, displaying the most successful content.

Making content that is hyper-personalized can be a challenge however it is an important step to increasing the effectiveness of your ABM efforts. According to State of Marketing 2023, 83% of consumers are willing to share their personal information in exchange for a more personalized experience.

One method of creating hyper-personalized content is through AI processing real-time data. This can help you manage the way your content is presented and provide suggestions for the future steps and react to events immediately. This tool can increase the effectiveness of ABM campaigns. It cannot replace the need for multivariate testing or strategic planning.

The cluster and pillar structure is another method to personalize content. This allows you to have an entire piece of content that explains the issues that your target accounts face, and then link to other pieces that focus on specific aspects of the issue. Fitness trackers, for instance are able to provide a range of common advantages and goals however the method by which different people use them could be quite different.

Aligning Marketing and Sales

Traditionally, professional service marketers were focused on creating a linear sales funnel by using broad marketing campaigns that enticed large numbers of people in the expectation that a few would convert. This strategy may have been effective when B2B marketing was more of a broadcast-based model, but it's no longer efficient with the modern Account Based Marketing (ABM) strategy. Instead of trying to guide all leads through the same stages of the process, you should concentrate on prospects with high value. You can accomplish this by providing them with content or experiences that are customized to meet their specific requirements and issues.

The first step is to establish your ideal client profile. It's not as easy as creating buyer personas because you have to consider the kinds of solutions each customer is seeking and how they can be best utilized.

Once you have identified your ICP and a strategy, you can create a plan for content that connects with each account across several channels. This could include everything from social media advertisements 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 help ensure that your content marketers is relevant to each account, so that you don't waste time and resources attracting the wrong audience.

A key step to take is to utilize the information you have on your top-performing clients. By analyzing your historical customer information, you will be able to see what positive attributes they have in common, such as being in the financial services industry or falling within a certain company size. This information can be used to design targeted campaigns targeting similar prospects.

In addition it's also important to keep track of the effectiveness of your ABM strategy and make changes when needed. If your targeted account does not respond to your content, you may be able to contact them to see what content marketing you can do to move them further down the sales funnel. You can make sure that you align your ABM strategy with your content efforts by following these steps.

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 specific account or persona. For example when you're targeting healthcare organizations your content should be focused on their issues and concerns. This level of personalization doesn't just help with ABM but also helps build strong relationships with prospects and customers.

The best part about ABM is that it can be utilized at any stage of 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 help you to identify and engage only a few accounts that are likely to convert, rather than trying to generate leads from an audience that might not be interested in your product or service.

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

ABM is particularly effective in engaging C-suite executives who are hard to reach. They often ignore mass email campaigns and are more likely to respond to content that is relevant to their needs and use cases. ABM can also help shorten your sales cycle by allowing engagement with prospects at crucial points in their journey, like when they are researching solutions to address specific business problems.

Although ABM isn't as well-known longer than traditional sales and marketing content strategist strategies, it's quickly becoming a top strategy for B2B organizations looking to enhance their performance 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.