Account Based Content marketing strategy content for Professional Services

Your marketing department and digital agency can focus their efforts on a specific segment of customers or accounts that have account-based content marketing. This lets you create hyper-personalized specific content that speaks directly to their issues and explains how your product can help these issues.

ABM content that is successful must provide the correct information to each stakeholder in the buyer's center at the right moment. This involves identifying the various personas and their requirements at different stages of their journey.

The goal is to target specific accounts

Account-based content marketing is a more personal approach to content marketing than traditional strategies, which aim to convert strangers using large marketing campaigns into leads. Marketers can create and present relevant content by knowing the decision makers in each account, their issues, and their objectives. This creates a more fruitful dialogue with customers and prospects and ultimately results in greater business outcomes.

After identifying your target accounts After identifying your target accounts, you must make accounts plans for each. This involves analyzing each account and determining the marketing channels to be employed, the buyers within each account that should be engaged, and what type of content is required to increase engagement. This could include thought leadership content such as whitepapers, or case studies. Whitepapers, case studies webinars, retargeting advertisements, webinars personalized website experiences and other marketing techniques tailored to each account are all possible.

This is why account based content marketing can yield a higher return on investment than traditional content marketing tactics. In fact, 84% of B2B marketers who have incorporated account-based marketing into their strategies report higher return on investments than any other type of marketing strategy.

It takes more time and resources to nurture only a few target accounts however, the benefits of an account-based approach to content marketing are crucial for companies that want to grow revenue across all stages of the sales funnel. This is especially relevant for professional service companies where the quality of customers or prospects is more important than the number of people they can attract.

Additionally, ABM is a great option for companies looking to grow their business with existing customers by establishing trusting relationships over time. Research has revealed that it's more cost-effective to invest in maintaining existing customers than to spend money trying find and convert new ones.

By using ABM with traditional inbound marketing strategies companies can increase the effectiveness of their content marketing efforts. Marketers can make their content more relevant to buyers at every stage of the purchasing journey by using pillar content in conjunction with retargeting and landing pages for lead capture. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their marketing and sales teams.

Create hyper-personalized content

ABM is among the most popular trends in marketing, and it's vital for marketers to know how their existing content strategies are able to be integrated into this new method. It can be a bit difficult to get your head around how ABM is actually used in practice. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM that explained the main aspects to consider and what to expect from a successful execution.

The most efficient ABM content strategy starts by understanding the needs of your ideal customer and goals. Creating content that aligns with these goals will allow you to provide a personalized experience, which will ultimately improve conversions. Content must also be tailored to the specific needs of each account. This is why it's important to map out the path of users within each of your accounts. By doing this you will be able to discern what kinds of content (and Account based content marketing even specific pages and items) are most popular with the people who are on them. This information can be used to optimize user's journeys on these accounts, and show the most successful content.

It can be difficult to create content that is hyper-personalized, however, it's a crucial step to increase the impact of ABM. According to State of Marketing 2023, 83% of respondents are willing to share their personal information in exchange for a more customized experience.

AI processing of real-time data is one way to create hyper-personalized contents. This can help you determine how your content is presented and provide suggestions for the future steps and react to events immediately. This tool can improve the effectiveness of ABM campaigns. It is not a substitute for the need for multivariate testing or strategic planning.

The pillar and cluster structure is another method to personalize content. This lets you create a a comprehensive piece of content that describes the problem that your target accounts have to face, and connect to additional pieces that focus on specific aspects of the issue. For instance fitness trackers may have many common goals and benefits however, the manner in which different kinds of users use it can vary significantly.

Making sure that Marketing and Sales are aligned

Traditionally, professional services marketers were focused on creating a linear sales funnel using broad marketing campaigns that targeted large numbers of people with the hope that one or more would convert. This strategy may have worked in the past when B2B marketing employed a more broadcast approach, but it is no longer effective in today's Account Based Marketing strategy. Instead of trying to push all leads through the same stage of the process, it's crucial to concentrate on attracting high-value prospects and providing them with content and experiences that are adapted to their individual needs and requirements.

The first step is to identify your ideal customer profile. This isn't as simple as creating buyer personas, as you must also be aware of the types of solutions each customer is looking for and how they will be utilized.

Once you have identified your ICP then, create a strategy for content that will connect to each account on different channels. This could be anything from social media ads, to email outreach.

As you begin executing your ABM strategy, it's essential to keep both your marketing and sales teams on the same level. This will ensure that your content is relevant for each account and that you do not waste time or resources on the wrong audience.

One of the most important steps to take is to use the data you have on your top-performing clients. You can identify positive attributes that your customers have in common by looking at their historical data. For instance they could all belong to the financial services industry or have a similar business size. This information can be used to develop targeted marketing campaigns for prospects with similar characteristics.

In addition to this it's crucial to monitor the performance of your ABM strategy and make changes whenever necessary. For example, if your target account isn't responding to your content, it might be time to contact them and ask what else you can do to help them move down the sales funnel. By taking these steps you'll be able improve your ABM strategy and content strategies better aligned, which will ultimately aid in generating more conversions.

Measuring Success

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are personalized and relevant to a specific persona or account. If you're trying to reach healthcare businesses for instance your content should be centered around their pain points and issues. This type of personalization not only helps with ABM but also builds strong relationships with potential customers.

ABM can be utilized throughout the sales funnel. It can be even more efficient than traditional lead generation at the top of a funnel. This is because it will help you identify and engage only a few accounts that are likely to convert, rather than trying to generate leads from a huge crowd that may not be interested in your product or service.

While there's a place for offline relationship building tactics such as face-to-face meetings, phone calls and handwritten notes, the majority of customers nowadays prefer digital self-service and remote engagement. It's crucial to provide the right content, at the right time, and using the channel they prefer.

ABM is particularly effective at engaging C-suite executives who are hard to reach. They are often oblivious to mass emails, but are more likely respond to content that is relevant to their needs and use cases. ABM can also help you reduce the time it takes to sell by allowing engagement with prospects at the most crucial stages in their journey, for instance when they are looking for solutions to address specific business issues.

ABM isn't as old as traditional marketing and selling strategies, but it's rapidly 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.