10 Healthy Account Based Content Marketing Habits

Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a specific group of clients or accounts that use account-based content marketing. This allows you to create hyper-personalized content that is directly addressing their pain points and shows how your product can help them overcome these issues.

Effective ABM content should deliver the right kind of information to each stakeholder at the right moment in the buyer center. This involves identifying the various types of people and their needs at various stages of their journey.

Targeting Accounts with Specific Goals


Unlike 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 method. marketing software online SICK SEO can create and present relevant content by understanding the key decision makers in each account, their challenges, and their objectives. This helps to create more productive dialogue with prospects and customers that ultimately drives better business results for the company.

After identifying your target accounts After identifying your target accounts, you must make account plans for each. This involves analysing each account and determining which marketing channels to use, which buyers within the account should be engaging with, and what kinds of content are required to increase engagement and converts. This could include thought-provoking content (e.g. Whitepapers, case-studies webinars, retargeting ads, webinars customized website experiences, and other marketing strategies that are tailored to each account are all possible.

As a result, account based content marketing can provide a much more ROI than traditional content marketing tactics. In fact, 84 percent of B2B marketers who have integrated account-based marketing in their strategy have higher ROI than any other marketing strategy.

Although it takes more effort and time to nurture a smaller number of targeted accounts, the advantages are significant for companies who seek to increase their revenues throughout the funnel. This is especially true for professional services businesses where the quality of each prospect or customer is more important than the number of potential customers they could attract.

ABM is an excellent option for companies who wish to increase their business with existing customers over time, by establishing trusting relations. Research has shown that investing in existing customers is more cost-effective than spending money to find and convert new customers.

By using ABM with traditional inbound marketing techniques, companies can maximize the effectiveness of their content marketing efforts. Marketers can improve the relevance of their content to prospects at each stage of the buying process by combining pillar content with retargeting and landing pages for lead capture. This allows them to generate additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and market teams.

Create content that is hyper-personalized

ABM is one of the hottest trends in marketing, and it's important for marketers to know how their current content strategies are able to be integrated into this new method. But it can be difficult to get your head around how ABM can be applied in real-world. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM that explained the main aspects to consider and what to expect in a successful execution.

The most effective ABM content strategy begins with understanding your ideal client's pain points and goals. Creating content that aligns with these goals will allow you to provide a personal experience, and ultimately increase conversions. The content you create should also focus on the unique needs of each account. This is why it is important to map out the path of users within each of your accounts. By doing this, you'll be able determine what kinds of content (and even individual items and pages) are most engaging for those who visit your site. This information can be used to improve the user experience on your site, showing top performing content to people from the accounts.

Creating hyper-personalized content 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 give up their personal data for a more customized experience.

One way to create hyper-personalized content is by using AI processing of real-time data. This will allow you to determine how your content is delivered and make suggestions for the next steps and respond to events in a flash. This tool can increase the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.

The cluster and pillar structure is another method to hyper-personalize content. This lets you create a complete piece that describes the problem your targeted accounts face and connect it to other pieces that focus on specific aspects of the issue. For example fitness trackers may have a variety of common goals and benefits however, the manner in which different kinds of people use it can differ significantly.

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 appealed to large numbers of people in the hope that a few would be converted. This approach may have worked when B2B marketing was based on a broadcast model, but is no longer effective in today's Account Based Marketing strategy. Instead of attempting to push all leads through the same stages of the process, you should instead focus on high-value prospects. This can be achieved by providing them with content or experiences that are customized to their specific requirements and issues.

The first step to this is identifying your ideal customer profile (ICP). It's not as easy as establishing buyer personas because you have to take into account the types of solutions each customer is looking for and how they will be utilized.

Once you have identified your ICP then, create a strategy for content that connects to each account on different channels. This could include anything from social media advertisements to email outreach.

When you start implementing your ABM strategy, it's crucial to keep both your sales and marketing teams on the same team. This will ensure that your content is pertinent to each account and ensure that you don't spend your time or resources on the wrong people.

The most important thing to do is to make use of the data you have about your most successful clients. Through analyzing your customer information, you will be able to see what positive attributes they have in common, such as being in the financial sector or falling within a certain company size. This information can be used to design targeted marketing campaigns targeting similar potential customers.

In addition to this it's also important to keep track of the effectiveness of your ABM strategy and adjust it when needed. For instance, if you notice that your target account isn't responding to your content, it could be time to reach out to them and see what else you can do to assist them progress through the sales funnel. You can integrate your ABM strategy with your content strategies by following these steps.

Measuring the effectiveness

Account-based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are personalised and relevant to a specific persona or account. For example, if you're targeting healthcare organizations, your content needs to be focused on their pain points and challenges. This personalization aspect is not just essential in ABM however, it's an excellent method to establish strong relationships with your prospects and customers.

ABM can be utilized at all stages of the sales funnel. It is even more effective than traditional lead generation at the top of a funnel. This is because it will help you to identify and engage only a few accounts that are likely to convert, as opposed to trying to generate leads from a large audience that might not be interested in your product or service.

While offline methods like phone calls and meetings in person or handwritten notes are still effective, today's buyers are more inclined to remote and digital self-service. That's why it's so critical to provide customers with the right content at the right time, on the channel that's most suitable for them.

ABM is particularly effective at engaging C-suite executives who are hard to reach. They tend to ignore mass email campaigns however, they are more likely to respond to content that speaks to their needs and use cases. In addition, ABM can help you shorten the sales cycle by allowing you to reach and engage your prospects at key stages of their journey -- for instance, when they're looking into solutions to solve a particular business problem.

Although ABM isn't as well-known longer than traditional sales and marketing strategies, it's rapidly becoming a leading strategy for B2B organizations looking 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.

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Pub: 14 Aug 2024 18:11 UTC

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