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Account Based Content Marketing for Professional Services With the help of account-based content marketing, your marketing department and digital marketing agency can focus on a select group of clients or accounts. This allows you create hyper-personalized targeted content that talks directly about their pain points and explain how your product will solve them. ABM content that is efficient must convey the right information to every stakeholder in the buyer's center at the right time. This involves identifying the needs of each individual at various stages in their journey. Targeting specific accounts Unlike traditional content strategies that are designed to draw strangers into leads with broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly customized method. By identifying the most important decision makers at each account and understanding their pain points and goals, marketers are able to create and deliver customized content that is appropriate to the specific accounts. This can lead to a more productive interaction with customers and prospects and ultimately results in more profitable business results. After identifying the accounts you want to target You must then make account plans for each. best content writing software involves analyzing each account and determining the marketing channels to be used for each account, the types of buyers in each account to engage and what type of content is needed to increase engagement. This could include thought leadership content (e.g. whitepapers webinars, case studies, etc.) as well as retargeting ads. personalized website experiences, and other marketing tactics that are customized to each customer. This is why account-based content marketing is able to provide a much better ROI than traditional content marketing techniques. 84% of B2B marketing professionals who have incorporated account-based marketing into their strategies report higher ROI than any other marketing approach. It takes more time and resources to nurture a small group of target accounts but the benefits of a strong account-based content marketing strategy are crucial for companies that want to grow revenue across all stages of the sales funnel. This is particularly applicable to professional service companies where the quality of their prospects or customers is more important than how many people they are able to attract. In addition, ABM is a great option for companies looking to increase their reach with existing customers through 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 strategies will maximize the impact of content marketing. Utilizing a combination of pillar content, retargeting and lead capture landing pages, marketers can give greater relevance to prospects at all stages of the buying journey. This enables them to generate more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams. Create Hyper-Personalized Content ABM is among the hottest trends in marketing, and it's important for marketers to know how their existing strategies for content are able to be integrated into this new method. It can be hard to comprehend how ABM actually is working. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM, explaining the key considerations and what to expect from a successful execution. The most efficient ABM content strategy starts with understanding your ideal client's pain points and their goals. Content that is geared towards these goals will allow you to provide a more personalized service and increase conversions. The content you create should also be tailored to the specific requirements of each account. It is therefore crucial to track the journey of users within each account. This will allow you to determine what content (and individual items and pages) is most engaging for your intended audience. This data can be used to improve the user experience on your site, showing top performing content to people who are on the accounts. Creating hyper-personalized content can be a challenge but it's an essential step to increase the effectiveness of your ABM efforts. According to State of Marketing 2023, 83% of people 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 content. This will help you determine the way that your content is presented, provide suggestions for next steps, and react to events in real-time. While it cannot replace your multivariate testing or strategic planning, this is a great tool for improving the effectiveness of your ABM campaigns. The cluster and pillar structure is another way to personalize content. This allows you to create a full piece that explains the issue your targeted accounts face and connect it to other pieces that focus on specific aspects of the issue. Fitness trackers, as an example can have a variety of common benefits and goals however the method by which different people use them can be quite different. Aligning Marketing and Sales Professional service marketers have traditionally focused on creating a linear sales channel, using broad marketing campaigns to draw large numbers of people in the hope that one or more of them would convert. This approach may have worked when B2B marketing employed a more broadcast-based model, but it's not effective in the current Account Based Marketing strategy. Instead of attempting to push all prospects through the same phases of the process, you should concentrate on prospects with high value. This can be achieved by providing them with content or experiences that are customized to meet their specific needs and problems. The first step is to establish your ideal customer profile. It's not as easy as creating buyer profiles as you also need to look at the different types of solutions that each client is seeking and how best to make use of them. Once you know your ICP The next step is to develop a content strategy that connects with these accounts across multiple channels. This could include everything from social media advertisements to email outreach. When you are beginning to implement your ABM strategy, it's important to keep both your marketing and sales teams on the same page. This will ensure that your content is relevant to each account and ensure that you don't waste time or resources on the wrong target audience. Another key step is to make use of the data that you have on your most successful clients. Through analyzing your client data, you can see what positive attributes they have in common, such as being in the financial services industry or falling within a certain company size. This data can be used to develop targeted campaigns targeting similar prospects. Additionally, it's important to track the performance of your ABM strategy and make adjustments whenever necessary. If your target account doesn't respond to your content, you might want to reach out and see what you can do to help move them down the sales funnel. You can make sure that you align your ABM strategy with your content strategy by following these steps. Measuring the success Account-based content marketing is about creating resources, such as blogs, reports, videos, and webinars, that are relevant and personalized for a specific persona or account. If you're looking to reach healthcare businesses for instance your content should be focused on their problems and concerns. This kind of personalization is not only important in ABM however, it's an excellent way to create solid relationships with your prospects and customers. ABM can be utilized at all stages of the sales funnel. It can be even more efficient than traditional lead generation at the top of the funnel. This is because it will help you to identify and engage just a handful of accounts that are likely to convert, instead of trying to generate leads from an crowd that may not be interested in your product or service. While offline methods like phone calls and meetings in person or handwritten notes are effective, today's buyers prefer online self-service and remote interaction. It's important to deliver the right content, at the right time and in the format they prefer. ABM is particularly effective at engaging executives in the C-suite who are difficult to reach. They are often oblivious to mass emails, but are more likely respond to content that is relevant to their requirements and uses cases. In addition, ABM can help you shorten the sales cycle by enabling you to reach and engage your prospects at the most crucial stages of their journey, like when they're researching solutions to solve a specific business issue. ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's fast becoming a top choice for B2B businesses looking to improve 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.