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Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a specific set of clients or accounts that have account-based content marketing. This allows you to create hyper-personalized content that speaks directly to their issues and demonstrates how your product can assist them in solving them.

ABM content that is efficient must convey the right information to every stakeholder in the buyer center at the right time. This requires identifying the requirements of each persona at different phases of their journey.

Aiming at specific accounts

Contrary to traditional content strategies that aim to attract and convert strangers into leads with broad marketing campaigns, account based content marketing is focused on interacting with specific accounts in a highly personal method. Marketers can develop and distribute relevant content by identifying and knowing the key decision makers in each account, their pain points, and their objectives. This can lead to a more productive dialog with prospects and customers which in turn leads to more profitable business results.

Once you've identified your desired accounts, the next step is to create accounts plans for each one. This involves analysing each account and determining the marketing channels to use and which customers within the account to engage with, and what types of content are needed to encourage engagement and conversions. This could include thought-provoking content (e.g. whitepapers webinars, case studies, etc.), retargeting ads, customized website experiences, and other marketing tactics tailored to each account.

Account-based marketing can yield a much higher return on your investment than traditional strategies for content. 84% of B2B marketing professionals who have implemented account-based marketing into their strategies have higher ROI than any other marketing approach.

While it requires more resources and time to cultivate a smaller group of targeted accounts, the rewards are significant for companies that seek to increase their revenues throughout the funnel. This is particularly relevant for professional service companies, where the quality of the customers or prospects is more important than how many people they can draw.

ABM is an excellent option for businesses who want to grow their business with existing customers over time by building trusting relations. Research has revealed that it's far more cost effective to invest in retaining existing customers than to spend money trying to find and convert new customers.

By using ABM with traditional inbound marketing strategies businesses can maximize the effectiveness of their content marketing efforts. Marketers can enhance the relevancy of their content to buyers at every stage of the buying process by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This enables them to create more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Create content that is hyper-personalized

ABM is among the most popular trends in marketing, and it's crucial for marketers to comprehend how their existing content strategies fit into this new approach. However, it can be a challenge 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 presented a nifty course on ABM and explained the most important considerations and what to expect in a successful execution.

Understanding your ideal customer's goals and issues is the first step in developing a successful ABM strategy. Content that is in line with these goals will allow you to provide more customized service and increase conversions. The content you create should also be tailored to the specific needs of each account. This is why it's important to map out the path of users in each of your accounts. This will allow you to determine the type of content (and particular items and pages) is most popular with your intended audience. This information can be used to improve the user experience for those with these accounts, showing the best performing content.

It's not easy to create hyper-personalized content, however, it's a crucial step in increasing the impact of ABM. According to State of Marketing, 2023 83% of customers are willing to exchange their personal information for a more customized experience.

AI processing of real-time data is one way to create hyper-personalized content. This will allow you to manage the way your content is delivered, make suggestions for future steps and react to events immediately. This tool can enhance the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another method to personalize your content is to use the pillar and cluster structure. This allows you to create a complete piece that explains the issue your target accounts are facing, and then connect it to other pieces which address specific aspects of that issue. Fitness trackers, for instance are able to provide a range of common advantages and goals however the method by which different people use them can be quite different.

Aligning Marketing and Sales

Professional service marketers have historically focused on creating a linear sales channel, using broad marketing campaigns that reach large audiences in the hopes that one or more of them would become converts. This strategy may have been effective when b2b content marketing agency marketing was more of a broadcast model, but it's no longer efficient in the current Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same phase of the process, it's crucial to focus on targeting high-value prospects and provide them with content and experiences that are tailored to their specific needs and challenges.

The first step to this is identifying your ideal client profile (ICP). This is not as simple as creating buyer profiles, as you need to consider the types of solutions that each customer is looking for and how to utilize them.

Once you have identified your ICP then, create a strategy for content that will connect with each account through several channels. This could range from social media advertisements to email outreach.

It's crucial that your marketing and sales teams are on the same page as you implement your ABM strategy. This will ensure that your content is appropriate for each account, and ensure that you do not waste time or resources on the wrong target audience.

One of the most important steps to take is to use the data you have about your most successful clients. By analyzing your historical customer data, you can see what positive attributes they have in common, like being in the financial services sector or being within a certain size. This information can then be used to develop targeted marketing campaigns targeting similar prospects.

In addition it's also important to keep track of the effectiveness of your ABM strategy and adjust it when needed. For instance, if you notice that your target account isn't responding to your content, it could be time to reach out to them and see what else you can do to help them move down the sales funnel. By taking these steps you'll be able make your ABM strategy and content strategies more in sync which, in turn, will aid in generating more conversions.

Measuring the success

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are personalised and relevant to a specific account or persona. If you're trying to reach healthcare businesses for instance your content must be centered around their issues and pain points. This kind of personalization isn't just important in ABM, but it's also a great way to build solid relationships with your prospects and customers.

The greatest benefit of ABM is that it can be used at every stage of the sales funnel. In fact, it can be more efficient than traditional lead generation if used at the top of the funnel. This is because it will help you to identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from a huge audience that may not be interested in your product or service.

While offline tactics such as in-person meetings, phone calls, or handwritten notes are efficient, today's buyers prefer remote and digital self-service. It's important to deliver the right content, at the right time and on the channel they prefer.

ABM is particularly effective at engaging executives from the C-suite, who are hard to reach. They often ignore mass emails and are more likely to respond to content that is relevant to their needs and uses instances. Additionally, ABM can help you shorten the sales cycle by allowing you to connect with your prospects at the most crucial stages of their journey, for instance, when they're looking into solutions to solve a specific business issue.

Although ABM isn't around for longer than traditional sales and marketing strategies, it's quickly becoming a top strategy for B2B organizations looking to increase their efficiency and generate more 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.