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Account Based Content Marketing Tools To Help You Manage Your Day-To-Day Life
content marketer Based Content Marketing for Professional Services

With account based content marketing your marketing department and digital marketing agency can focus on a small number of clients or accounts. This allows you create hyper-personalized specific content that speaks directly to their needs and explains how your product can solve these issues.

ABM content that is successful must provide the correct information to each stakeholder in the buyer's centre 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


Contrary to traditional content strategies that are designed to draw strangers into leads using broad marketing campaigns, account-based content marketing focuses on interacting with specific accounts in a highly personalized way. By identifying the most important decision makers for each account and understanding their needs and objectives, marketers can create and distribute content that is relevant to specific accounts. This can lead to a more productive dialog with prospects and customers and ultimately results in greater business outcomes.

Once you've identified the target accounts The next step is to develop accounts plans for each one. This involves analysing each account and determining which marketing channels to use to reach the customers in the account to engage with, and what types of content are needed to drive engagement and conversions. This could include thought leadership content, such as whitepapers or case studies. whitepapers webinars, case studies, etc.), retargeting ads, personalized website experiences and other marketing tactics tailored to each account.

Account-based content marketing can deliver a much higher return on your investment than traditional content strategies. 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies have higher ROI than any other marketing effort.

While it requires more resources and time to cultivate a smaller number of accounts, the advantages are significant for businesses who want to grow their revenue at all stages of the funnel. This is particularly true for professional services businesses where the quality of each prospective client or customer is more important than the amount of customers they can draw.

ABM is an excellent option for companies who wish to expand business with their existing customers over time by developing trusting relationships. Research has revealed that it's more cost-effective to invest in maintaining existing customers than to invest money trying to find and convert new ones.

By using ABM with traditional methods of inbound marketing, companies can maximize the impact of their content marketing efforts. By utilizing the combination of the pillar content, retargeting and lead capture landing pages, marketers can offer more relevance to prospects throughout the buying journey. This enables them to create more acquisition, acceleration, and expansion revenue opportunities for their sales and marketing teams.

Create Hyper-Personalized Content

ABM is one of the hottest trends in marketing, and it's vital for marketers to know how their current content strategies fit into this new approach. But it can be difficult to get your head around how ABM is actually used in practice. In a recent presentation 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.

The most effective ABM content strategy starts by understanding your ideal client's pain points and their goals. Producing content that aligns with these objectives will allow you to provide a more personalized experience and ultimately increase conversions. The content you create should also focus on the unique needs of each account. This is why it's crucial to outline the user journeys in each of your target accounts. By doing this you'll be able determine what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This information can then be used to optimize the user experience on your website, displaying the most effective content to visitors who visit these accounts.

It's not easy 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 people are willing to share their personal information in exchange for a more personalized experience.

One method to create hyper-personalized content is by using AI processing of real-time data. This will help you control how your content is delivered, provide suggestions for next steps, and respond to events in real time. While it's not a replacement for multivariate testing or strategic planning, this is a great instrument to improve the effectiveness of your ABM campaigns.

Another method to personalize your content is to utilize the pillar and cluster content structure. This allows you to have an entire piece of content that explains the problem that your target accounts are facing, and then link to supplementary pieces that focus on specific aspects of the issue. Fitness trackers, for example, may have a number of common benefits and goals, but the way that individuals use them may be very different.

Making sure that Marketing and Sales are aligned

Traditionally, professional services marketers focused on developing an efficient sales funnel that was linear using broad marketing campaigns that targeted large numbers of people in the hope that a portion of them would be converted. This approach may be effective in the past in the past when B2B marketing was more of a broadcast model however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Instead of attempting to push all leads through the same stages of the process, you should instead focus on high-value prospects. This can be achieved by providing them with content or experiences specifically tailored to their specific needs and problems.

The first step is identifying your ideal client profile (ICP). This isn't as easy as creating buyer profiles because you must also think about the kinds of solutions each customer is looking for and the best way to use them.

Once you've identified your ICP, develop a strategy for content that connects with each account across several channels. This could be anything from social media advertisements to email outreach.

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

Another important step is to utilize the information you have on your most successful clients. You can find positive traits 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 data can be used to create targeted campaigns for similar prospects.

Additionally it's crucial to monitor the effectiveness of your ABM strategy and make changes when needed. If your target account isn't responding to your content, you might be able to contact them and see what you can do to get them down the sales funnel. If you follow these steps you'll be able get your ABM strategy and content efforts better aligned, which will ultimately increase conversions.

Measuring the success

Account-based content marketing focuses on creating resources, like videos, reports, blogs and webinars that are relevant and personalized for a specific persona or account. For example, if you're targeting healthcare companies, your content needs to be focused on their issues and concerns. This kind of personalization is not just essential in ABM however, it's an excellent method to establish strong relationships with your prospects and customers.

The greatest benefit of ABM is that it can be used at any stage of the sales funnel. In fact, it can be even more efficient than traditional lead generation if employed at the top of the funnel. This is because it can assist you in identifying and engaging just a handful of accounts that are likely to convert, instead of trying to generate leads from an audience that may not be interested in your product or service.

While there's a place for offline relationships-building strategies like in-person meetings, phone calls, and handwritten notes, the majority of buyers nowadays prefer digital self-service and remote engagement. It's crucial to provide the right content at the right time and on the channel they prefer.

ABM is particularly effective for engaging hard-to-reach C-suite executives who are usually skeptical of mass-email campaigns, but are more likely to respond to content that is tailored to their needs and usage scenarios. ABM can also help shorten your sales cycle by enabling engagement with prospects at key stages in their journey, such as when they are researching solutions to address specific business issues.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's quickly becoming a top strategy for B2B companies seeking to improve their 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.

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