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Account Based Content Marketing for Professional Services

With account-based content marketing your marketing department and digital marketing content strategy agency can concentrate on a specific group of clients or accounts. This allows you to create hyper-personalized content that speaks directly to their issues and demonstrates how your product can help them overcome them.

ABM content that is successful must provide the right information to each stakeholder in the buyer center at the right time. This requires identifying the requirements of each person at different stages in their journey.

The goal is to target specific accounts

Account-based content marketing is a more individualized approach to content marketing than traditional strategies, which aim to convert people who are not familiar with marketing campaigns into leads. By identifying the most important account decision makers and identifying their issues and goals, marketers are able to create and provide content that is targeted to the specific accounts. This can help create a more fruitful dialog with customers and prospects which ultimately leads to greater business outcomes for the business.

Once you've identified your desired accounts, the next step is to create plans for each account. This requires analyzing every account and determining the marketing channels to be employed, the buyers within each account that should be engaged and what type of content is needed to drive engagement. This could include thought leadership content (e.g. whitepapers, case studies, webinars, retargeting advertising personalized website experiences and other marketing techniques that are customized to each customer are all possible.

This is why account based content marketing is able to yield a more ROI than traditional content marketing techniques. 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies have higher ROI than any other marketing strategy.

Although it takes more resources and time to nurture a smaller group of targeted accounts, the benefits are significant for companies who want to grow their revenue across all stages of the funnel. This is especially true for professional service businesses where the quality of prospects or customers is more important than how many people they are able to attract.

Additionally, ABM is a great option for companies looking to expand their business with existing customers by establishing trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than spending money to find and convert new customers.

Combining ABM with inbound marketing techniques will maximize the impact of content marketing. Through an array of pillar content, retargeting and lead capture landing pages, marketers can offer more value to potential customers at every stage of the buying journey. This allows them to generate additional revenue opportunities through acquisition as well as acceleration and expansion of their sales and market teams.

Creating Hyper-Personalized Content

ABM is among the most popular trends in marketing, and it's vital for marketers to understand how their current content strategies can be integrated into this new strategy. It can be difficult to comprehend how ABM actually operates. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM and explained the most important factors to be considered and what you can expect in a successful execution.

Understanding your ideal client's goals and challenges is the first step to developing an effective ABM strategy. Content that is geared towards these goals allows you to provide more personal service and boost conversions. The content you create must focus on the unique needs of each account. This is why it's important to map out the journey of people within your target accounts. This will allow you to determine the type of content (and specific items and pages) is most engaging for your intended audience. This information can then be used to optimize the user experience on your website, and show the most popular content to users who visit those accounts.

Making content that is hyper-personalized can be a challenge however it is an essential step in increasing the impact of your ABM efforts. According to State of Marketing 2023, 83% of people are willing to give their personal details in exchange for a more customized experience.

One method of creating hyper-personalized content is by using AI processing of real-time data. This will help you control the way your content is distributed and provide suggestions for the next steps and respond to events immediately. While it cannot replace your multivariate testing or strategic planning, it can be a useful tool to increase the effectiveness of your ABM campaigns.

Another method to personalize your content is by leveraging the pillar and cluster content marketing tools structure. This allows you to create a full piece that explains the issue your target accounts are facing, and then connect it to additional pieces that address specific aspects of that problem. Fitness trackers, for example can have a variety of common goals and benefits, but the way that different people use them could be completely different.

Getting Sales and Marketing Aligned

Traditionally, professional service marketers focused on developing an efficient sales funnel that was linear using broad marketing campaigns that appealed to large numbers of people in the hope that one or more would convert. This approach may have worked in the past when B2B marketing was based on a broadcast-based model, but it's not as effective today with the Account Based Marketing strategy. Instead of trying to guide all leads through the same stages of the process, you should concentrate on high-value prospects. You can accomplish this by providing them with content or experiences that are tailored to meet their specific requirements and issues.

The first step is to identify your ideal client profile (ICP). It's not as easy as creating buyer profiles because you must also consider the types of solutions each customer is looking for and how to utilize them.

Once you have identified your ICP then, create a strategy for content that connects with each account through several channels. This could range from social media content marketing 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 ensure that your content is relevant to each account and ensure that you don't spend time or resources on the wrong target audience.

A key step to take is to use the data you have on your top-performing clients. You can find positive traits that your clients share by analyzing their historical data. For instance they could all belong to the financial services industry or have a similar company size. This information can then be used to create targeted marketing campaigns to target similar potential customers.

In addition, it's important to track the performance of your ABM strategy and make adjustments as needed. If your target audience does not respond to your content, you might be able to contact them and see what you can do to help move them down the sales funnel. If you follow these steps you'll be able to get your ABM strategy and content efforts more aligned which, in turn, will increase conversions.

Measuring the effectiveness

Account based content marketing is all about creating resources (videos reports, reports, blog posts and webinars) that are tailored and relevant to a specific account or persona. If you're trying to target healthcare organizations, for example, your content should be centered around their issues and pain points. This level of personalization doesn't just help with ABM but also builds strong relationships with prospects and customers.

The best part about ABM is that it can be used at every stage of 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 connect with a limited number of accounts that are more likely to convert than trying generate leads from a population that might not be interested.

While there's a place for offline relationship building tactics such as face-to-face meetings, phone calls and handwritten notes, most buyers today prefer digital self-serve and remote engagement. It's important to deliver the right content at the right time, and on the channel they prefer.

ABM is particularly effective at engaging C-suite executives who are difficult to reach. They often ignore mass emails and are more likely to respond to content that is relevant to their needs and use instances. ABM can also help you accelerate sales by allowing you to engage 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-fashioned as traditional marketing and selling strategies, but it's quickly becoming the most popular 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.