What To Do To Determine If You're Set For Account Based Content Marketing
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 small number of clients or accounts. This lets you create hyper-personalized targeted content that talks directly to their issues and explains how your product can solve these issues.
ABM content that is effective must deliver the right information to every stakeholder in the buyer's center at the right time. This requires identifying the requirements of each person at different stages in their journey.
Targeting specific accounts
Account-based content marketing is a more personalized approach to content marketing than traditional strategies, which seek to convert people who are not familiar with marketing campaigns into leads. Marketers can create and present relevant content by identifying and knowing the key decision makers in each account, their pain points, and their objectives. content writing software tools for seo can help create an effective dialog with customers and prospects which ultimately leads to better business results for the company.
Once you've identified the target accounts, the next step is to develop plans for each account. This involves analysing each account and determining which marketing channels to employ and which customers within the account should be engaging with, and what types of content are required to drive engagement and conversions. This could include thought-provoking content (e.g. whitepapers webinars, case studies, etc.) as well as retargeting ads. personalized website experiences and other marketing tactics tailored to each account.
Account-based marketing can yield a much higher return on your investment than traditional content strategies. 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies have higher ROI than any other marketing approach.
Although it takes longer and resources to cultivate the small number of targeted accounts, the benefits of a strong account-based approach to content marketing are vital for businesses that want to grow revenue across all stages of the sales funnel. This is particularly relevant for professional service companies where the quality of each prospect or customer is more important than the number of people they can attract.
Additionally, ABM is a great fit for businesses that want to grow their business with existing customers through building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than investing money to find and convert new customers.
Combining ABM with inbound marketing methods can increase the effectiveness of content marketing. By utilizing an array of the pillar content, retargeting and lead capture landing pages, marketers can provide more relevance to prospects at all stages of the buying journey. This enables them to create more acquisition growth, acceleration, and expansion revenue opportunities for their marketing and sales teams.
Create content that is hyper-personalized
ABM is a rage in marketing. It is crucial that marketers are aware of how to adapt their strategies for content to this new approach. It can be a bit difficult to understand how ABM can be applied in real-world. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave an overview of ABM in a recent presentation. They outlined the main considerations, and what to expect from a successful implementation.
The most effective ABM content strategy begins with understanding the needs of your ideal customer and objectives. Creating content that aligns with these objectives will allow you to deliver a more personal experience, and ultimately increase conversions. Content must also be tailored to the specific needs of each account. This is why it's crucial to outline the path of users in each of your target accounts. This will help you determine the type of content (and individual pages and items) is most appealing to your target audience. This information can be used to improve the user experience for those with these accounts, and show the best performing content.
Making content that is hyper-personalized can be a challenge however it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023 83% of customers are willing to exchange their personal data for an experience that is more personalized.
AI processing of real-time data is a method to create hyper-personalized content. This can help you determine how your content is presented, make suggestions for next steps and respond to events instantly. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for multivariate testing and strategic planning.
The pillar and cluster structure is another method of personalize content. This lets you create a complete piece that describes the problem that your accounts' target users are facing and link it to supplementary pieces that specifically address the problem. For instance, a fitness tracker may have a variety of advantages and common goals, but how different types of users use it can vary significantly.
Aligning Sales and Marketing
Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that appealed to large groups of people with the hope that a few would convert. This strategy might have worked in the past when B2B marketing was based on a broadcast approach, but it is no longer effective in today's Account Based Marketing strategy. Rather than trying to push all leads through the same phase of the process, it's more important to concentrate on attracting high-value prospects and provide them with content and experiences specifically tailored to their specific needs and requirements.
The first step to this is to identify your ideal client profile (ICP). This is not as simple as creating buyer profiles, as you also need to think about the kinds of solutions that each customer is looking for and how to utilize them.
Once you have identified your ICP, develop a strategy for content that can be linked with each account through multiple channels. This could include anything from social media ads, to email outreach.
It's crucial that your sales and marketing teams are on the same page as you implement your ABM strategy. This will ensure that all of your content is relevant to each account, so that you don't spend time and money attracting the wrong audience.
Another crucial step is to make use of the data that you have about your top-performing clients. By looking at your previous customer data, you can determine what positive characteristics they share, such as being in the financial services sector or falling within a certain size. This information can be used to design targeted marketing campaigns to target similar prospects.
Additionally it's also important to keep track of the performance of your ABM strategy and adjust it whenever necessary. If your target account does not respond to your content, you might be able to contact them and see what you can do to help move them down the sales funnel. If you take these steps you'll be able improve your ABM strategy and content efforts more aligned, which will ultimately increase conversions.
Measuring the success
Account-based content marketing is about creating resources, like blogs, reports, videos and webinars that are relevant and customized to a particular persona or account. If you're trying to reach healthcare businesses for instance your content must be focused on their problems and concerns. This kind of personalization is not just essential in ABM but also a great way to build strong relationships with your prospects and customers.
The best part about ABM is that it can be used at every stage of the sales funnel. It can even be more effective than traditional lead generation at the top of the funnel. This is because it can help you identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from a large crowd that may not be interested in your product or service.
While there's still a place for offline relationships-building strategies such as face-to-face meetings, phone calls, and handwritten notes, most buyers today prefer digital self-serve and remote engagement. That's why it's so critical to provide customers with the right content at the right time, and on the channel that's most suitable for them.
ABM is particularly effective in engaging C-suite executives who are difficult to reach. They are often oblivious to mass email campaigns however, they are more likely to respond to content that speaks to their requirements and uses instances. ABM can also help shorten your sales cycle by allowing you to engage with prospects at key stages in their journey, like when they are pursuing solutions to address specific business issues.
Although ABM isn't around for as long as traditional marketing and sales strategies, it's rapidly becoming a leading strategy for B2B companies seeking to enhance their performance 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 upselling/cross-selling rates.