What A Weekly Account Based Content Marketing Project Can Change Your Life

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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can focus their efforts on a selected set of clients or accounts that use account-based content marketing. This lets you create highly-personalized targeted content that talks directly to their issues and describes how your product can help these issues.

Effective ABM content must deliver the appropriate information to every stakeholder at the appropriate time in the buyer center. This means identifying the needs 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 aim to convert people who are not familiar with marketing campaigns into leads. Marketers can create and deliver relevant content by identifying and knowing the key decision makers within each account, their pain points and goals. This can lead to a more productive dialogue with customers and prospects, which ultimately leads to greater business outcomes.

Once you've identified your desired accounts, the next step is to create plans for each account. This involves analyzing each account and determining the marketing channels to be used for each account, the types of buyers in each account to engage and what kind of content is needed to encourage engagement. This could include thought leadership content (e.g. Whitepapers, case studies webinars, retargeting advertisements, webinars customized website experiences, and other marketing strategies that are specific to each client are all possible.

Account-based content marketing can provide an even higher return on your investment than traditional content strategies. 84% of B2B marketing professionals who have implemented account based marketing into their strategies report higher ROI than any other marketing strategy.





Although it takes more effort and time to nurture a smaller number of accounts, the rewards are significant for companies who seek to increase their revenues across all stages of the funnel. This is especially relevant for professional service companies where the quality of each prospect or customer is more important than the amount of potential customers they could attract.

In addition, ABM is a great choice for companies that wish to expand their business with existing customers by building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than investing money to acquire new customers.

By combing ABM with traditional inbound marketing techniques companies can increase the impact of their content marketing efforts. Through an array of pillar content, retargeting, and lead capture landing pages, marketers can offer more relevance to prospects at every stage of the buying process. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and marketing teams.

Create hyper-personalized content

ABM is a rage in the field of marketing. It's important that marketers are aware of how to adapt their strategies for content to the new method. However, it can be a challenge to comprehend how ABM works in practice. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave an overview of ABM in a recent presentation. They discussed the most important factors to consider, as well as what to expect from the success of implementation.

Understanding your ideal client's goals and challenges is the first step towards creating an effective ABM strategy. Content that is aligned with these goals will allow you to provide more personal service and boost conversions. The content you create should focus on the unique requirements of each account. It is therefore crucial to map the journey of each user within the account. This will help you determine which content (and individual items and pages) is most appealing to your intended audience. This information can be used to optimize the user experience on your website, and show the most effective content to visitors from the accounts.

Creating marketing strategy content -personalized content isn't easy but it's an essential step to increase the effectiveness of your ABM efforts. According to State of Marketing 2023, 83% of consumers are willing to provide their personal information in exchange for a more personalised experience.

One method to create hyper-personalized content is by using AI processing on real-time data. This will allow you to determine how your content is presented and provide suggestions for the next steps and respond to events immediately. While it's not a replacement for multivariate testing or strategic planning, this is a great tool for improving the effectiveness of your ABM campaigns.

The cluster and pillar structure is another method of personalize content. This lets you create a full piece that explains the issue that your accounts' target users are facing and connect it to additional pieces that address specific aspects of that problem. For example fitness trackers may have many advantages and common goals, but how different types of users use it could vary significantly.

Aligning Sales and Marketing

Traditionally, professional services marketers focused on developing an efficient sales funnel that was linear using broad marketing campaigns that enticed large groups of people with the expectation that a portion of them would convert. This strategy may have worked in the past when B2B marketing followed a more broadcast approach, but it is 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 more important to focus on attracting the most valuable prospects and provide them with experiences and content specifically tailored to their particular needs and requirements.

The first step is to determine your ideal client profile. It's not as easy as creating buyer profiles because you must also consider the types of solutions that each customer is looking for and how to utilize them.

Once you know your ICP, the next step is to develop an effective strategy for content that is connected to each of these accounts across several channels. This could include anything from social media ads, to email outreach.

It's essential that your sales and marketing teams are on the same page as you implement your ABM strategy. This will ensure that your content is relevant to each account and ensure that you do not spend time or resources on the wrong target audience.

One of the most important steps to take is to use the data you have on your top-performing clients. You can identify positive attributes that your customers have in common by analyzing their historical data. For instance, they may all belong to the financial services industry or have a similar company size. This data can be used to create targeted campaigns targeting similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any necessary changes. For instance, if your target account isn't responding to your content, it may be time to reach out to them and ask what else you can do to help them move along the sales funnel. If you follow these steps you'll be able to improve your ABM strategy and content efforts better aligned which, in turn, will increase conversions.

Measuring the success

Account-based content marketing is about creating content (videos, reports, blog posts and webinars) that are tailored and relevant to a specific persona or account. For instance when you're targeting healthcare organizations, your content needs to be geared towards their issues and concerns. This kind of personalization isn't just important in ABM however, it's an excellent way to create strong relationships with your potential clients and customers.

The best part about ABM is that it can be utilized at any stage of the sales funnel. In fact, it could be more efficient than traditional lead generation if utilized at the top of the funnel. This is due to the fact that you can identify and engage with a small number of accounts that are more likely to convert than trying generate leads from a group of people who may not be interested.

Although there is still a need for offline relationships-building strategies such as in-person meetings, phone calls, and handwritten notes, most customers today prefer digital self-serve and remote engagement. It's crucial to provide the right content, at the right time, and on the channel they prefer.

ABM is particularly effective in reaching out to executives in the C-suite who are difficult to reach who are usually skeptical of mass-email campaigns, but are more likely to respond to content that addresses their needs and use cases. In addition, ABM can help you accelerate sales by allowing you connect with prospects and keep them engaged at crucial points in their journey -- such as when they're researching solutions to solve a particular business problem.

Although ABM isn't around for as long as traditional sales and marketing strategies, it's quickly becoming a leading strategy for B2B companies looking to increase their efficiency 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.