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Account Based Content Marketing for Professional Services Your marketing department and digital agency can concentrate their efforts on a particular set of clients or accounts that use accountbased content marketing This lets you create content that is hyperpersonalized and addresses their specific issues and demonstrates how your product can help them solve their problems ABM content that is effective must deliver the right information to every stakeholder in the buyer center at the right moment This requires identifying the different personas and their requirements at different stages of their journey Targeting specific accounts Contrary to traditional content strategies that aim to attract and convert people who are not leads through broad marketing campaigns accountbased content marketing focuses on interacting with specific accounts in a highly personal way By identifying SICK SEO and understanding their needs and goals marketers are able to create and provide content that is relevant to specific accounts This creates a more fruitful dialogue with customers and prospects which ultimately leads to greater business outcomes After identifying the accounts you want to target you need to create account plans for each This involves analyzing each account and determining the marketing channels to be used and the customers within each account and what kind of content is needed to encourage engagement This could include thoughtprovoking content such as whitepapers or case studies whitepapers webinars case studies etc Retargeting ads customized website experiences and other marketing strategies tailored to each account Accountbased content marketing can provide an even higher return on your investment than traditional content strategies In fact 84 percent of B2B marketers who have integrated accountbased marketing into their strategies have higher ROI than any other type of marketing effort Although it takes longer and resources to cultivate a small group of target accounts however the benefits of a strong accountbased content marketing approach are crucial for companies that want to grow 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 people they can attract ABM is an excellent alternative for businesses looking to increase their business with existing customers over time by building trusting relationships Research shows that investing in existing customers is more costeffective than spending money to acquire new customers Combining ABM with inbound marketing methods will maximize the impact of content marketing Marketers can improve the relevance of their content to buyers at every stage of the purchasing journey by using pillar content in conjunction 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 hyperpersonalized content ABM is one of the hottest trends in marketing and its vital for marketers to comprehend how their current content strategies fit into this new approach However it can be a challenge to understand how ABM is actually used in practice Jenny Magic of Convince Convert and Jennalee Reiff from Springbox gave an overview of ABM in a recent talk They explained the key considerations and what to expect from an effective implementation Understanding your ideal clients goals and pain points is the first step towards creating an effective ABM strategy Content that is geared towards these goals will allow you to provide a more customized service and increase conversions Content should also be tailored to the specific needs of each account It is crucial to map the journey of each user within the account By doing this you will be able to determine what kinds of content and even individual pages and items are the most interesting for these people This information can be used to improve journeys for people using these accounts displaying the best performing content Making content that is hyperpersonalized can be challenging however it is an essential step to increase the impact of your ABM efforts According to State of Marketing 2023 83 of customers are willing to give up their personal information to receive an experience that is more personalized AI processing of realtime data is a way to create hyperpersonalized contents This can help you determine how your content is delivered provide suggestions for future steps and react to events in realtime This tool can improve the effectiveness of ABM campaigns It cant replace multivariate testing and strategic planning Another way to personalize your content is to utilize the pillar and cluster structure This lets you create a a comprehensive piece of content that explains the problem that your target accounts face and then connect to additional pieces that focus on specific aspects of the issue Fitness trackers as an example can have a variety of common goals and benefits however the method by which different people use them could be very different Aligning Sales and Marketing Traditionally professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that appealed to large numbers of people in the hope that a portion of them would convert This strategy might have served its purpose when B2B marketing was more of a broadcastbased model but its no longer efficient with the modern Account Based Marketing ABM strategy Instead of trying to push all leads through the same stage of the process its important to concentrate on attracting highvalue prospects and provide them with experiences and content that are adapted to their individual needs and challenges The first step is to identify your ideal client profile This isnt as easy as creating buyer profiles as you also need to look at the different types of solutions each customer is seeking and how best to make use of them Once you know your ICP The next step is to develop an effective strategy for content that is connected with these accounts across multiple channels This could be anything from social media ads to email outreach When you start implementing your ABM strategy its 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 do not spend time or resources on the wrong people Another important step is to utilize the information you have about your topperforming clients You can find positive traits that your clients share by studying their past data For example they may all be in the financial services industry or have a similar company size This information can be used to develop targeted campaigns for similar prospects Its also important to track your ABM strategys performance and make any necessary adjustments For instance if your target account isnt responding to your content it may be time to reach out to them and find out what else you can do to help them move down the sales funnel If you take these steps youll be able to improve your ABM strategy and content strategies better aligned which will ultimately increase conversions Measuring Success Account based content marketing is about creating content videos reports blogs posts and webinars that are personalized and relevant to a specific account or persona For instance If youre focusing on healthcare organizations your content needs to be focused on their pain points and challenges This level of personalization isnt just important in ABM however its a great way to build strong relationships with your potential clients and customers ABM can be utilized at any stage of the sales funnel In fact it could be even more efficient than traditional lead generation if used at the top of the funnel This is because you can identify and interact with a smaller number of accounts that are more likely to convert rather than attempting to generate leads from a group of people who may not be interested While theres a place for offline relationship building tactics such as facetoface meetings phone calls and handwritten notes the majority of buyers today prefer digital selfserve and remote engagement This is why its crucial to provide them with the appropriate content at the right time on the channel thats most suitable for them ABM is particularly effective in engaging executives from the Csuite who are difficult to reach They often ignore mass emails however they are more likely to respond to content that speaks to their needs and use cases In addition ABM can help you shorten the sales cycle by enabling you to connect with prospects and keep them engaged at key stages of their journey for instance when theyre looking into solutions to solve a specific business issue Although ABM hasnt been around for as long as traditional marketing and sales strategies its rapidly becoming the most popular strategy for B2B organizations looking to increase their efficiency and generate higher 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 upsellingcrossselling rates