What Is The Reason? Account Based Content Marketing Is Fast Becoming The Most Popular Trend For 2023?
Account Based Content Marketing for Professional Services
With account based content marketing your marketing department as well as digital marketing agency can concentrate on a specific group of accounts or clients. This allows you to create hyper-personalized content that addresses their specific issues and demonstrates how your product can help them solve them.
ABM content that is efficient must convey the right information to every stakeholder in the buyer's centre at the right time. This means identifying the needs of each persona at different phases of their journey.
Targeting Specific Accounts
Account-based content marketing is a more personalized approach to content marketing than traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. By identifying the most important account decision makers and understanding their needs and objectives, marketers can create and deliver customized content that is relevant to specific accounts. This helps to create more productive dialog with customers and prospects that ultimately drives greater business outcomes for the business.
After identifying the accounts you want to target, you need to make account plans for each. This involves studying each account, determining which marketing channels to employ to reach the customers in the account should be engaging with, and what types of content are required to drive engagement and conversions. This could include thought-provoking content such as whitepapers, or case studies. whitepapers webinars, case studies, or whitepapers) Retargeting ads, personalized experiences on websites and other marketing tactics tailored to each account.
Account-based content marketing can deliver greater returns on your investment than traditional content strategies. 84 percent of B2B marketing professionals who have integrated account based marketing into their strategies have higher ROI than any other marketing effort.
Although it takes longer and resources to cultivate a small group of target accounts however, the advantages of an account-based content marketing strategy are crucial for companies who want to increase revenues across all stages of the sales funnel. This is especially applicable to professional services companies where the quality of each prospect or customer is more important than the number of customers they can draw.
ABM is an excellent option for companies who wish to expand business with their existing customers over time by building trusting relations. Research has proven that it's more cost effective to invest in maintaining existing customers than it is to spend money trying to find and convert new customers.
Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. Marketers can make their content more relevant to buyers at every stage of the purchasing journey by using pillar content in conjunction with retargeting and landing pages for lead capture. This allows them to create more acquisition growth, acceleration, and growth revenue opportunities for their marketing and sales teams.
Create Hyper-Personalized Content
ABM is a hot trend in the field of marketing. It's important that marketers are aware of how to adapt their strategies for content to the new method. But it can be difficult to comprehend how ABM works in practice. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They outlined the main aspects to consider, and what to expect for a successful implementation.
The most effective ABM content strategy starts with understanding the needs of your ideal customer and objectives. Content that is aligned with these goals will allow you to provide more personalized service and increase conversions. The content you create should also be tailored to the specific requirements of each account. It is therefore important to trace the path of each user within the account. This will allow you to determine the type of content (and specific items and pages) is most popular with your target audience. This data can be used to optimize journeys on your website, displaying the most popular content to users who are on the accounts.
Making content that is hyper-personalized can be a challenge but it's an essential step to increase the impact of your ABM efforts. According to State of Marketing 2023, 83% of people are willing to give their personal details in exchange for a more customized experience.
AI processing of real-time data is one method to create hyper-personalized content. This will help you manage the way that your content is presented and provide suggestions for the next steps, and respond to events in real time. This tool can enhance the effectiveness of ABM campaigns. It is not a substitute for the need for multivariate testing or strategic planning.
Another method to personalize your content is to utilize the pillar and cluster content structure. This allows you to create a a comprehensive piece of content that explains the problem that your target accounts have to face, and connect to additional pieces that specifically address the problem. Fitness trackers, for instance, may have a number of common advantages and goals, but the way that individuals use them may be completely 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 expectation that a few would be converted. This strategy might have worked when B2B marketing followed a more broadcast-based model, but it's not effective in the current Account Based Marketing strategy. Instead of trying to push all potential leads through the same stage of the process, it's important to focus on attracting the most valuable prospects and provide them with content and experiences that are tailored to their individual needs and challenges.
The first step is to establish your ideal customer profile. It's not as easy as creating buyer profiles because you must also consider the types of solutions each customer is looking for and the best way to use them.
Once you have identified your ICP, develop a strategy for content that connects with each account through different channels. This could be anything from social media ads 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 relevant for each account, and ensure that you do not waste time or resources on the wrong people.
A key step to take is to utilize the information you have about your most successful clients. You can determine the positive characteristics that your clients share by analyzing their historical data. For instance, they may all be in the financial services industry or have a similar business size. This data can be used to develop targeted marketing campaigns to target similar potential customers.
It's also important to track your ABM strategy's performance and make any needed changes. For instance, if you notice that your target account isn't responding to your content, it might be time to contact them and find out what else you can do to assist them move along the sales funnel. If you follow these steps you'll be able improve your ABM strategy and content strategies better aligned which, in turn, will increase conversions.
Measuring the success
Account based content marketing is about creating content (videos reports, blogs, posts and webinars) that are tailored and relevant to a specific persona or account. For instance when you're targeting healthcare organizations your content must be focused on their issues and concerns. This level of personalization is not just essential in ABM but also an excellent way to create strong relationships with your prospects and customers.
ABM can be used at all stages of the sales funnel. It can even be more effective than traditional lead generation at the top of a funnel. This is due to the fact that you can identify and engage with a small number accounts that are more likely to convert than attempting to generate leads from a population that may not be interested.
While offline methods like in-person meetings and phone calls, or handwritten notes are effective, today's buyers are more inclined to remote and digital self-service. This is why it's crucial to provide customers with the right content at the right time, on the channel that's most suitable for them.
ABM is particularly effective in engaging executives in the C-suite who are difficult to reach. the content marketing ignore mass emails, but are more likely respond to content that speaks to their needs and uses instances. In addition, ABM can help you reduce the time to sell by allowing you to reach and engage your prospects at crucial points in their journey, for instance, when they're looking into solutions to address a specific business problem.
ABM isn't as old as traditional marketing and selling strategies, but it's rapidly becoming a top choice for B2B companies 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 upselling/cross-selling rates.