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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 specific group of clients or accounts. This lets you create content that is hyper-personalized and is directly addressing their issues and demonstrates how your product can assist them in solving these issues. ABM content that is efficient must convey the right information to each stakeholder in the buyer's center at the right time. This means identifying the needs of each persona at different stages in their journey. Targeting specific accounts Contrary to traditional content strategies that are designed to draw people who are not leads through broad marketing campaigns, account based content marketing is focused on interacting with targeted accounts in a highly personalized way. By identifying the top account decision makers and understanding their needs and goals, marketers are able to create and distribute content that is relevant to specific accounts. This can lead to a more productive interaction with customers and prospects and ultimately results in more profitable business results. Once you've identified the target accounts, the next step is to create accounts plans for each one. best ai content writer tools involves studying each account and determining which marketing channels to employ, which buyers within the account should interact with, and what kinds of content are needed to drive engagement and conversions. This could include thought-provoking content (e.g. whitepapers, case studies, webinars) Retargeting ads, personalized website experiences and other marketing tactics specific to each client. In the end, account based content marketing can provide a much better ROI than traditional content marketing strategies. In fact 84 percent of B2B marketers who have incorporated account-based marketing into their strategy report higher return on investments than any other marketing effort. It takes more time and resources to nurture the small number of targeted accounts, the benefits of an account-based approach to content marketing are significant for businesses who want to increase 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 amount of people they can attract. ABM is also a great option for companies who wish to expand business with their existing customers over time, by establishing trusting relationships. Research has shown that it's more cost effective to invest in retaining existing customers than to spend money trying find and convert new ones. Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Through an array of pillar content, retargeting, and lead capture landing pages, marketers can give more relevance to prospects at every stage of the buying journey. This enables them to generate more acquisition growth, acceleration, and expansion revenue opportunities for their sales and marketing teams. Creating Hyper-Personalized Content ABM is a hot topic in marketing. It's important that marketers understand how to adapt their content strategies to this new approach. However, it can be a challenge to get your head around how ABM works in practice. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM and explained the most important considerations and what to expect from a successful execution. Understanding your ideal customer's goals and challenges is the first step towards developing an effective ABM strategy. Producing content that aligns with these goals will allow you to provide a personalized experience and ultimately increase conversions. The content you create must focus on the unique needs of each account. This is why it's important to map out the user journeys within your accounts. This will allow you to determine what content (and specific items and pages) is most appealing to your target audience. This information can be used to optimize journeys on your site, showing the most popular content to users who visit these accounts. It can be difficult to create content that is hyper-personalized, but it's an important step to boost the effectiveness of ABM. According to State of Marketing 2023, 83% of consumers are willing to give their personal details in exchange for a more customized experience. AI processing of real-time data is a way to create hyper-personalized content. This will allow you to determine how your content is distributed, make suggestions for future steps and react to events instantly. While it isn't a substitute for multivariate testing or strategic planning, this can be a powerful tool to increase the effectiveness of your ABM campaigns. Another way to personalize your content is to utilize the pillar and cluster content structure. This lets you create a an entire piece of content that describes the issues that your target accounts are facing, and then link to supplementary pieces that specifically address the issue. For example, a fitness tracker may have many common goals and advantages, but how different types of users use it can differ greatly. Aligning Sales and Marketing Traditionally, professional service marketers were focused on creating a linear sales funnel by using broad marketing campaigns that appealed to large numbers of people with the expectation that a portion of them would be converted. This approach may have worked in the past when B2B marketing followed a more broadcast-based model, but it's not as effective today with the Account Based Marketing strategy. Instead of trying to guide all leads through the same stages of the process, you should concentrate on prospects with high value. You can accomplish this by providing them with experiences or content that are tailored to their specific needs and problems. The first step is to determine your ideal client profile. It's not as easy as creating buyer profiles, because you must also look at the different types of solutions that each client is seeking and how best to make use of them. Once you have identified your ICP the next step is to create a content strategy that connects to each of these accounts across different channels. This could range from social media advertisements to email outreach. When you are beginning to implement your ABM strategy, it's crucial to keep your sales and marketing teams on the same team. This will ensure that your content is pertinent for each account, and ensure that you do not spend your time or resources on the wrong audience. A key step to take is to utilize the information you have on your best-performing clients. Through analyzing your customer information, you will be able to discover the positive traits they share, such as being in the financial services sector or falling within a certain company size. This data can be used to develop targeted marketing campaigns for prospects with similar characteristics. It's also important to track your ABM strategy's performance and make any necessary adjustments. For example, if your target account isn't responding to your content, it may be the right time to get in touch with them and see what else you can do to help them move along the sales funnel. If you take these steps you'll be able to improve your ABM strategy and content efforts more in sync, which will ultimately help to drive more conversions. Measuring the success Content marketing based on account is about creating content (videos, reports, blog posts, and webinars) that are personalized and relevant to a specific persona or account. If you're trying to reach healthcare businesses, for example, your content should be focused on their problems and concerns. This type of personalization doesn't just help with ABM but also builds strong relationships with prospects and customers. The greatest benefit of ABM is that it can be used at every 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 it can help you to identify and engage a small number of accounts that are likely to convert, rather than trying to generate leads from an crowd that may not be interested in your product or service. While offline tactics such as phone calls and meetings in person or handwritten notes remain effective, today's buyers are more inclined to digital self-service and remote engagement. This is why it's crucial to provide them with the appropriate content at the right time, on the channel that's most suitable for them. ABM is particularly effective in engaging executives from the C-suite, who are hard to reach. They often ignore mass emails however, they are more likely to respond to content that speaks to their requirements and uses cases. ABM can also help shorten your sales cycle by allowing you to engage with prospects at the most crucial stages in their journey, like when they are looking for solutions to address specific business problems. ABM isn't as old as traditional marketing and selling strategies, but it's fast becoming a top choice for B2B businesses looking to boost 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.