See What Account Based Content Marketing Tricks The Celebs Are Making …
Layne Dullo
0
14
09.20 11:55
Account Based Content Marketing for Professional Services
With account based content marketing, your marketing department and digital marketing agency can focus on a select group of accounts or clients. This lets you create highly-personalized specific content that speaks directly to their issues and explain how your product will help the issues.
Effective ABM content must deliver the appropriate information to each stakeholder at the right time in the buyer's centre. This involves identifying the various personas and their needs at various stages of their journey.
Aiming at specific accounts
Unlike traditional content strategies that seek to attract and convert strangers into leads using broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly personalized method. Marketers can create and present relevant content by identifying and knowing the decision makers within each account, their issues, and their objectives. This helps to create a more fruitful conversation with customers and prospects which ultimately leads to greater business outcomes for the organization.
Once you've identified your target accounts, the next step is to develop account plans for each account. 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 needed to drive engagement and conversions. This could include thought-provoking content, such as whitepapers or case studies. Whitepapers, case studies webinars, retargeting ads, webinars customized website experiences, and other marketing strategies that are tailored to each account are all possible.
Account-based marketing can yield greater returns on your investment than traditional strategies for content. 84% 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 a small group of target accounts, the benefits of a strong account-based content marketing strategy are vital for businesses that want to grow revenues across all stages of the sales funnel. This is particularly applicable to professional services companies where the quality of each prospect or customer is more important than the amount of people they can attract.
ABM is also a great option for businesses who want to grow their business with existing customers over time by building trusting relationships. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.
Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can enhance the relevancy of their content to prospects at each stage of their buying journey by mixing pillar content with retargeting and landing pages for lead capture. This enables them to generate more acquisition, acceleration, and growth revenue opportunities for their marketing content and sales teams.
Create Hyper-Personalized Content
ABM is one of the hottest trends in marketing, and it's crucial for marketers to understand how their existing strategies for content fit into this new approach. It can be difficult to understand how ABM actually is working. 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 in a successful execution.
Understanding your ideal client's goals and pain points is the first step in developing a successful ABM strategy. Creating content that aligns with these objectives will allow you to provide a personalized experience and ultimately increase conversions. Content should also be tailored to the specific needs of each account. This is why it's essential to sketch out the journey of people within each of your target accounts. By doing this, you'll be able determine what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This information can be used to improve journeys for people using these accounts, showing the most effective content.
Creating hyper-personalized content can be a challenge however it is 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.
AI processing of real-time data is a method to create hyper-personalized content. This can help you control the way your content is presented, make suggestions for next steps, and respond to events immediately. While it's not a replacement for multivariate testing or strategic planning, it can be a useful instrument to improve the effectiveness of your ABM campaigns.
Another way to hyper-personalize your content marketing services is to use the pillar and cluster content structure. This allows you to have an entire piece of content that addresses the issue that your targeted accounts have to face, and link to supplementary pieces that focus on specific aspects of the issue. Fitness trackers, as an example, may have a number of common benefits and goals however the method by which different people use them could be very different.
Getting Sales and Marketing Aligned
Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that enticed large numbers of people with the expectation that a portion of them would be converted. This strategy may have been effective when B2B marketing was more of a broadcast-based model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same process of the process, it's important to focus on targeting high-value prospects and provide them with experiences and content that are adapted to their specific requirements and needs.
The first step is to determine your ideal client profile. This isn't as simple as establishing buyer personas as you must also consider the kinds of solutions each customer is seeking and how they can be best utilized.
Once you know your ICP The next step is to design a content strategy that connects with each of these accounts across multiple channels. This could range from social media advertisements to email outreach.
As you begin executing your ABM strategy, it's crucial to keep both your sales and marketing teams on the same page. This will ensure that your content is pertinent to each account and ensure that you do not waste time or resources on the wrong audience.
Another important step is to make use of the information you have on your top-performing clients. You can find positive traits that your clients share by analyzing their historical data. For example, they may all belong to the financial services industry or have a similar business size. This information can be used to develop targeted campaigns targeting similar prospects.
In addition, it's important to track the performance of your ABM strategy and make changes when needed. For instance, if you notice that your target account isn't responding to your content, it could be the right time to get in touch with them and find out what else you can do to help them move along the sales funnel. You can make sure that you align your ABM strategy with your content strategies by following these steps.
Measuring the success
Account based content marketing is all about creating resources (videos reports, reports, blog posts, and webinars) that are tailored and relevant to a specific account or persona. If you're trying to target healthcare organizations for instance your content should be centered around their problems and concerns. This level of personalization not only helps with ABM but also helps build 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 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 interact with a smaller number of accounts that are more likely to convert rather than trying generate leads from a group of people who may not be interested.
Although there is still a need for offline relationship building tactics such as face-to-face meetings, phone calls and handwritten notes, most buyers nowadays prefer digital self-service 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 executives in the C-suite who are hard to reach. They often ignore the mass email marketing content examples, but are more likely respond to content that speaks to their needs and uses instances. Additionally, ABM can help you shorten the sales cycle by allowing you to reach and engage your prospects at crucial points in their journey -- for instance, when they're looking into solutions to solve a particular business problem.
Although ABM hasn't been around for as long as traditional sales and marketing strategies, it's quickly becoming a top 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.
With account based content marketing, your marketing department and digital marketing agency can focus on a select group of accounts or clients. This lets you create highly-personalized specific content that speaks directly to their issues and explain how your product will help the issues.Effective ABM content must deliver the appropriate information to each stakeholder at the right time in the buyer's centre. This involves identifying the various personas and their needs at various stages of their journey.
Aiming at specific accounts
Unlike traditional content strategies that seek to attract and convert strangers into leads using broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly personalized method. Marketers can create and present relevant content by identifying and knowing the decision makers within each account, their issues, and their objectives. This helps to create a more fruitful conversation with customers and prospects which ultimately leads to greater business outcomes for the organization.
Once you've identified your target accounts, the next step is to develop account plans for each account. 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 needed to drive engagement and conversions. This could include thought-provoking content, such as whitepapers or case studies. Whitepapers, case studies webinars, retargeting ads, webinars customized website experiences, and other marketing strategies that are tailored to each account are all possible.
Account-based marketing can yield greater returns on your investment than traditional strategies for content. 84% 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 a small group of target accounts, the benefits of a strong account-based content marketing strategy are vital for businesses that want to grow revenues across all stages of the sales funnel. This is particularly applicable to professional services companies where the quality of each prospect or customer is more important than the amount of people they can attract.
ABM is also a great option for businesses who want to grow their business with existing customers over time by building trusting relationships. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.
Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can enhance the relevancy of their content to prospects at each stage of their buying journey by mixing pillar content with retargeting and landing pages for lead capture. This enables them to generate more acquisition, acceleration, and growth revenue opportunities for their marketing content and sales teams.
Create Hyper-Personalized Content
ABM is one of the hottest trends in marketing, and it's crucial for marketers to understand how their existing strategies for content fit into this new approach. It can be difficult to understand how ABM actually is working. 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 in a successful execution.
Understanding your ideal client's goals and pain points is the first step in developing a successful ABM strategy. Creating content that aligns with these objectives will allow you to provide a personalized experience and ultimately increase conversions. Content should also be tailored to the specific needs of each account. This is why it's essential to sketch out the journey of people within each of your target accounts. By doing this, you'll be able determine what kinds of content (and even individual pages and items) are most engaging for the people who are on them. This information can be used to improve journeys for people using these accounts, showing the most effective content.
Creating hyper-personalized content can be a challenge however it is 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.
AI processing of real-time data is a method to create hyper-personalized content. This can help you control the way your content is presented, make suggestions for next steps, and respond to events immediately. While it's not a replacement for multivariate testing or strategic planning, it can be a useful instrument to improve the effectiveness of your ABM campaigns.
Another way to hyper-personalize your content marketing services is to use the pillar and cluster content structure. This allows you to have an entire piece of content that addresses the issue that your targeted accounts have to face, and link to supplementary pieces that focus on specific aspects of the issue. Fitness trackers, as an example, may have a number of common benefits and goals however the method by which different people use them could be very different.
Getting Sales and Marketing Aligned
Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that enticed large numbers of people with the expectation that a portion of them would be converted. This strategy may have been effective when B2B marketing was more of a broadcast-based model, however, it's not as effective with the modern Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same process of the process, it's important to focus on targeting high-value prospects and provide them with experiences and content that are adapted to their specific requirements and needs.
The first step is to determine your ideal client profile. This isn't as simple as establishing buyer personas as you must also consider the kinds of solutions each customer is seeking and how they can be best utilized.
Once you know your ICP The next step is to design a content strategy that connects with each of these accounts across multiple channels. This could range from social media advertisements to email outreach.
As you begin executing your ABM strategy, it's crucial to keep both your sales and marketing teams on the same page. This will ensure that your content is pertinent to each account and ensure that you do not waste time or resources on the wrong audience.
Another important step is to make use of the information you have on your top-performing clients. You can find positive traits that your clients share by analyzing their historical data. For example, they may all belong to the financial services industry or have a similar business size. This information can be used to develop targeted campaigns targeting similar prospects.
In addition, it's important to track the performance of your ABM strategy and make changes when needed. For instance, if you notice that your target account isn't responding to your content, it could be the right time to get in touch with them and find out what else you can do to help them move along the sales funnel. You can make sure that you align your ABM strategy with your content strategies by following these steps.
Measuring the success
Account based content marketing is all about creating resources (videos reports, reports, blog posts, and webinars) that are tailored and relevant to a specific account or persona. If you're trying to target healthcare organizations for instance your content should be centered around their problems and concerns. This level of personalization not only helps with ABM but also helps build 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 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 interact with a smaller number of accounts that are more likely to convert rather than trying generate leads from a group of people who may not be interested.
Although there is still a need for offline relationship building tactics such as face-to-face meetings, phone calls and handwritten notes, most buyers nowadays prefer digital self-service 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 executives in the C-suite who are hard to reach. They often ignore the mass email marketing content examples, but are more likely respond to content that speaks to their needs and uses instances. Additionally, ABM can help you shorten the sales cycle by allowing you to reach and engage your prospects at crucial points in their journey -- for instance, when they're looking into solutions to solve a particular business problem.
Although ABM hasn't been around for as long as traditional sales and marketing strategies, it's quickly becoming a top 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.