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Account Based Content Marketing for Professional Services With account based content marketing your marketing department and digital marketing agency can focus on a select group of accounts or clients This allows you create hyperpersonalized targeted content that speaks directly to their needs and describes how your product can solve these issues Effective ABM content should deliver the right kind of information to each stakeholder at the appropriate time in the buyers centre This means identifying the different individuals and their needs at various stages of their journey Aiming at specific accounts Contrary to traditional content strategies that seek to attract and convert people who are not leads through broad marketing campaigns accountbased content marketing focuses on interacting with targeted accounts in a highly personal method By identifying the most important account decision makers and understanding their needs and objectives marketers can create and distribute content that is appropriate to specific accounts This helps to create more productive dialogue with prospects and customers that ultimately drives better business results for the business Once youve identified your desired accounts The next step is to create accounts plans for each one This involves analyzing every account and determining which marketing channels to be employed for each account the types of buyers in each account and what type of content is required to drive engagement This could be thought leadership content such as whitepapers or case studies whitepapers webinars case studies or whitepapers as well as retargeting ads personalized experiences on websites and other marketing strategies that are customized to each customer Accountbased content marketing can provide an even higher return on your investment than traditional strategies for content 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies have higher ROI than any other marketing approach While it takes more time and resources to nurture a small group of target accounts the advantages of an accountbased content marketing strategy are significant for businesses that wish to increase their revenues across all stages of the sales funnel This is particularly applicable to professional services companies where the quality of each prospective client or customer is more important than the number of customers they can draw ABM is an excellent option for companies who wish to increase their business with existing customers over time by building trusting relationships Research has shown that its much more cost effective to invest in maintaining existing customers than to spend money trying locate and convert new ones By using ABM with traditional inbound marketing strategies businesses can maximize the effectiveness of their content marketing efforts Utilizing the combination of pillar content retargeting and lead capture landing pages marketers can give more value to potential customers throughout the buying journey This enables them to generate more acquisition growth acceleration and growth revenue opportunities for their marketing and sales teams Create hyperpersonalized content ABM is a hot trend in marketing Its important that marketers know how to adapt their strategies for content to this new approach It can be hard to understand how ABM actually works 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 from a successful execution The most effective ABM content strategy starts with understanding your ideal clients needs and objectives Making content that is in line with these goals will allow you to provide a more personalized experience and ultimately increase conversions The content you create should also focus on the unique requirements of each account This is why it is crucial to outline the journey of people within each of your target accounts This will help you determine the type of content and individual items and pages is most engaging for your intended audience This data can be used to optimize the user experience on your website displaying the most popular content to users who are on these accounts It can be difficult to create content that is hyperpersonalized however its a crucial step to increase the impact of ABM According to State of Marketing 2023 83 of respondents are willing to provide their personal information in exchange for a more customized experience AI processing of realtime data is one way to create hyperpersonalized contents This will allow you to control the way that your content is presented provide suggestions for next steps and respond to events in realtime 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 way to hyperpersonalize content This lets you create a complete piece that describes the problem your target accounts are facing and link it to supplementary pieces that focus on specific aspects of the problem Fitness trackers as an example are able to provide a range of common advantages and goals but the way that different people use them can be very different Aligning Marketing and Sales Professional services marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns that draw large numbers of people in the hope that one or more of them would become converts This strategy may have served its purpose in the past when B2B marketing was more of a broadcast model but its no longer efficient with todays Account Based Marketing ABM strategy Instead of trying to force all leads through the same stage of the process its more important to concentrate on attracting highvalue prospects and providing them with experiences and content specifically tailored to their individual needs and requirements The first step to this is identifying your ideal client profile ICP Its not as easy as establishing buyer personas since you need to be aware of the types of solutions that customers are looking for and how they can be best utilized Once you have identified your ICP develop a strategy for content that connects to each account on several channels This could range from social media advertisements to email outreach It is essential that your marketing and sales teams are on the same page when you implement your ABM strategy This will ensure that your content is appropriate to each account and ensure that you dont spend time or resources on the wrong target audience seo content writing software is to make use of the information you have on your most successful clients You can identify positive attributes that your clients share by studying their past data For example they may all belong to the financial services industry or have a similar business size This data can be used to design targeted campaigns for similar prospects Additionally its crucial to monitor the effectiveness of your ABM strategy and adjust it as needed If your target audience does not respond to your content you may want to reach out to see what you can do to help move them down the sales funnel By taking these steps youll be able make your ABM strategy and content efforts more in sync which in turn will increase conversions Measuring Success Accountbased content marketing is about creating content videos reports blog posts and webinars that are tailored and relevant to a particular account or persona If youre trying to reach healthcare businesses for example your content should be centered around their pain points and issues This kind of personalization not only helps with ABM but also builds strong relationships with prospects and customers ABM can be utilized at all stages of the sales funnel In fact it can be more effective than traditional lead generation if employed at the top of the funnel This is because it can assist you in identifying and engaging only a few accounts that are likely to convert instead of trying to generate leads from a huge crowd that may not be interested in your product or service Although there is still a need for offline methods of building relationships like inperson meetings phone calls and handwritten notes most customers today prefer digital selfserve and remote engagement Thats why its vital to provide them with the right content at the right time and on the channel thats most suitable for them ABM is particularly effective in engaging hardtoreach Csuite executives who are often dismissive of massemail campaigns but are more likely to respond to content that speaks directly to their requirements and use cases In addition ABM can help you shorten the sales cycle by allowing you reach and engage your prospects at the most crucial stages of their journey such as when theyre researching solutions to solve a specific business issue ABM isnt as oldfashioned as traditional marketing and selling strategies but its rapidly becoming a top choice for B2B businesses looking 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 upsellingcrossselling rates