Account Based Content Marketing for Professional Services
With the help of account-based content marketing your marketing department as well as digital 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 needs and explain how your product will solve these issues.
ABM content that is efficient must convey the right information to every stakeholder in the buyer center at the right time. This requires identifying the requirements of each individual at various stages of their journey.
Targeting Specific Accounts
Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which attempt to convert strangers using large marketing campaigns into leads. Marketers can create and present relevant content by identifying and understanding the key decision makers within each account, their challenges, and their objectives. This helps to create an effective conversation with customers and prospects that ultimately drives better business results for the business.
After identifying your accounts of interest, you need to make account plans for each. This involves studying each account, determining which marketing channels to employ to reach the customers in the account to engage with, and what types of content are needed to increase engagement and converts. This could include thought-provoking content (e.g. whitepapers, case studies webinars, retargeting ads, webinars, personalized website experiences and other marketing strategies that are that are customized to each customer are all possible.
This is why account based content marketing is able to deliver much better ROI than traditional content marketing tactics. 84 percent of B2B marketing professionals who have implemented account-based marketing into their strategies report higher returns on investment than any other marketing strategy.
It takes more time and resources to nurture only a few target accounts however, the advantages of an account-based content marketing approach are vital for businesses who want to increase revenue across all stages of the sales funnel. This is especially true for professional services businesses where the quality of each prospective client or customer is more important than the number of potential customers they could attract.
Additionally, ABM is a great option for companies looking to increase their reach with existing customers by building trusting relationships over time. Research has shown 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 maximize the impact on content marketing. Marketers can improve the relevance of their content to buyers at every stage of the purchasing journey by mixing pillar content with retargeting and landing pages to facilitate lead capture. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.
Making Hyper-Personalized Content
ABM is one of the hottest trends in marketing, and it's crucial for marketers to know how their existing content strategies are able to be integrated into this new method. It can be difficult to comprehend how ABM actually is working. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They discussed the most important considerations, and what to expect for the success of implementation.
Understanding your ideal client's needs and issues is the first step to developing a successful ABM strategy. Creating content that aligns with these goals will enable you to provide a more personalized experience, which will ultimately improve conversions. Content must also be tailored to the requirements of each account. It is crucial to track the journey of each user within the account. By doing this, you'll be able to discern what kinds of content (and even specific pages and items) are most popular with those who visit your site. This information can be used to improve the user experience on your website, and show top performing
best content marketing agency to people from these accounts.
It can be difficult to create hyper-personalized content, however, it's a crucial step to increase the impact of ABM. According to State of Marketing, 2023 83% of consumers are willing to share their personal information for better-customized experiences.
One method to create hyper-personalized content is through AI processing real-time data. This will help you manage the way your content is presented and make suggestions for the next steps and respond to events immediately. While it cannot replace your multivariate testing or strategic planning, it is a great tool to increase the effectiveness of your ABM campaigns.
The cluster and pillar structure is another method to hyper-personalize
content marketing services. This allows you to have an entire piece of content that describes the issues that your target accounts face, and then link to other pieces that address specific aspects of the problem. Fitness trackers, for example are able to provide a range of common goals and benefits, but the way that different people use them could be completely different.
Aligning Sales and Marketing
Traditionally, professional services marketers focused on developing a linear sales funnel by using broad marketing campaigns that enticed large numbers of people with the hope that a portion of them would be converted. This strategy might have worked when B2B marketing followed a more broadcast model, but is not as effective today with the Account Based Marketing strategy. Instead of trying to push all leads through the same phase of the process, it's more important to concentrate on attracting high-value prospects and providing them with content and experiences that are adapted to their particular needs and challenges.
The first step to this is identifying your ideal client profile (ICP). It's not as easy as establishing buyer personas as you must also be aware of the types of solutions that customers are looking for and how they will be utilized.
Once you've identified your ICP and a strategy, you can create a plan for content that connects with each account across several channels. This could be anything from social media ads to email outreach.
It's crucial that your sales and marketing teams are on the same page as you implement your ABM strategy. This will ensure that your content is relevant for each account, and ensure that you do not waste time or resources on the wrong audience.
Another important step is to utilize the information you have about your top-performing clients. You can identify positive attributes that your customers have in common by looking at their historical data. For example, they may all be in the financial services industry or have a similar business size. This information can be used to design targeted marketing campaigns targeting similar potential customers.
It's also essential to keep track of 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 time to contact them and find out what else you can do to assist them move along the sales funnel. By taking these steps you'll be able to improve your ABM strategy and content strategies more aligned, which will ultimately help to drive more conversions.
Measuring Success
Account based content marketing is all about creating resources (videos, reports, blog posts, and webinars) that are personalized and relevant to a particular persona or account.