Account Based Content Marketing for Professional Services

With the help of account-based content marketer marketing your marketing department as well as digital marketing agency can focus on a small number of clients or accounts. This allows you to create content that is highly personalized and addresses their specific issues and demonstrates how your product can help them overcome their problems.

Effective ABM content marketing agencies uk should deliver the right kind of information to each stakeholder at the appropriate time in the buyer center. This means identifying the needs of each individual at various stages of their journey.

Targeting specific accounts

Account-based content marketing is a more personal approach to content marketing compared to traditional strategies, which attempt to convert strangers using large marketing campaigns into leads. Marketers can develop and distribute relevant content by identifying and understanding the key decision makers in each account, their challenges and goals. This results in a more productive interaction with customers and prospects and ultimately results in more profitable business results.

After identifying your accounts of interest You must then develop account plans for each. This requires analyzing every account and determining which marketing channels to be employed for each account, the types of buyers in each account to engage and what type of content is needed to drive engagement. This could include thought leadership content such as whitepapers, or case studies. whitepapers webinars, case studies, etc.) as well as retargeting ads. personalized experiences on websites and other marketing tactics specific to each client.

In the end, account based content marketing is able to provide a much better ROI than traditional content marketing tactics. 84 percent of B2B marketing professionals who have implemented account based marketing into their strategies have higher ROI than any other marketing content strategy approach.

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

ABM is an excellent option for businesses who want to grow their business with existing customers over time, by establishing trusting relationships. Research has revealed that it's more cost effective to invest in keeping existing customers than to invest money trying to locate and convert new ones.

Combining ABM with inbound marketing methods can maximize the impact on content marketing. Marketers can make their content more relevant to potential customers at every stage of the purchasing journey by mixing pillar content with retargeting and landing pages for lead capture. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion of their sales and marketing teams.

Create content that is hyper-personalized

ABM is a rage in the field of marketing. It is crucial that marketers know how to adapt their strategies for content to this new approach. It can be hard to understand how ABM actually is working. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave an overview of ABM in a recent presentation. They outlined the main aspects to consider, and what content marketing to expect from an effective implementation.

Understanding your ideal client's goals and pain points is the first step towards developing an effective ABM strategy. Making content that is in line with these objectives will allow you to provide a personalized experience, which will ultimately improve conversions. Content should also be tailored to the needs of each account. It is therefore important to map the journey of users within each account. By doing this, you'll be able to discern what kinds of content (and even individual items and pages) are most popular with the people who are on them. This information can be used to optimize the user experience for those with these accounts, displaying the best performing content.

The process of creating hyper-personalized content can be a challenge however it is an essential step to increase 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 personalised experience.

AI processing of real-time data is a method to create hyper-personalized content. This can help you manage the way your content is delivered and make suggestions for the next steps and respond to events immediately. This tool can enhance the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another way to hyper-personalize your content is to utilize the pillar and cluster content structure. This allows you to create a a comprehensive piece of content that describes the issues that your target accounts are facing, and then connect to additional pieces that specifically address the issue. For instance fitness trackers may have a variety of common goals and advantages, but how different types of users use it could differ significantly.

Aligning Sales and Marketing

Traditionally, professional service marketers were focused on creating a linear sales funnel using broad marketing campaigns that appealed to large numbers of people in the expectation that a few would convert. This strategy might have worked when B2B marketing employed a more broadcast model, but is no longer effective in today's Account Based Marketing strategy. Instead of attempting to push all leads through the same stages of the process, you should focus on the most valuable leads. You can accomplish this by providing them with content or experiences that are tailored to meet their specific needs and challenges.

The first step is to identify your ideal client profile (ICP). It's not as easy 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 have identified your ICP, develop a strategy for content that connects with each account across several channels. This could range from social media advertisements to email outreach.

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

Another key step is to make use of the information you have on your top-performing clients. Through analyzing your client data, you can discover the positive traits they have in common, such as being in the financial sector or falling within a certain size. This information can then be used to design targeted marketing campaigns targeting similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any necessary adjustments. For example, if your target account isn't responding to your content marketing trends, it might be time to contact them and find out what else you can do to help them move along the sales funnel. By taking these steps, you'll be able to improve your ABM strategy and content efforts more in sync, which will ultimately help to drive more conversions.

Measuring Success

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are personalised and relevant to a particular persona or account. For instance If you're focusing on healthcare organizations your content should be geared towards their challenges and pain points. This type of personalization not only helps with ABM but also helps build strong relationships with potential customers.

ABM can be used throughout the sales funnel. In fact, it could be more effective than traditional lead generation when employed 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, instead of trying to generate leads from a huge audience that may not be interested in your product or service.

While offline methods like phone calls and meetings in person, or handwritten notes are still effective, today's buyers prefer online self-service and remote interaction. That's why it's so critical to provide them with the right content at the right time, and on the channel that is most effective for them.

ABM is particularly effective in reaching out to C-suite executives who are difficult to reach who are usually skeptical of mass email marketing, but are more likely to react to content that speaks directly to their requirements and use cases. ABM can also help you shorten your sales cycle by allowing you to engage with prospects at crucial points in their journey, for instance when they are researching solutions to address specific business issues.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's fast becoming a top choice for B2B businesses 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.