See What Account Based Content Marketing Tricks The Celebs Are Using > 자유게시판

Account Based Content Marketing for Professional Services

With account based content marketing consultant marketing your marketing department and digital marketing agency can focus on a specific group of accounts or clients. This allows you to create hyper-personalized content that addresses their specific problems and demonstrates how your product can assist them in solving these issues.

ABM content that is efficient must convey the right information to every stakeholder in the buyer's center at the right time. This requires identifying the different individuals and their requirements at different stages of their journey.

Targeting Specific Accounts

Contrary to traditional content strategies that seek to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on interacting with specific accounts in a highly personal way. Marketers can develop and distribute relevant content by understanding the key decision makers in each account, their issues, and their objectives. This can lead to a more productive dialogue with customers and prospects, which ultimately leads to greater business outcomes.

After identifying your accounts of interest, you need to make account plans for each one. This involves analyzing every account and determining which marketing channels to be used and the customers within each account that should be engaged, and what type of content is needed to increase engagement. This may include thought leadership content (e.g. whitepapers, case studies webinars, retargeting advertisements, webinars, personalized website experiences and other marketing techniques that are customized to each customer are all possible.

Account-based marketing can yield a much higher return on your investment than traditional content 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 type of marketing campaign.

While it takes more time and resources to nurture a small group of target accounts, the benefits of a strong account-based approach to content marketing are significant 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 customers they can draw.

Additionally, ABM is a great option for companies looking to increase their reach with existing customers by establishing trusting relationships over time. Research has proven that it's much more cost-effective to invest in keeping existing customers than to invest money trying to find and convert new customers.

Combining ABM with inbound marketing strategies can maximize the impact on content marketing. Utilizing the combination of pillar content, retargeting, and lead capture landing pages, marketers can offer more value to potential customers at every stage of the buying process. This enables them to generate more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.

Create content that is hyper-personalized

ABM is one of the most popular trends in marketing, and it's vital for marketers to know how their existing strategies for content fit into this new approach. It can be hard 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, explaining the key considerations and what to expect from a successful implementation.

Understanding your ideal client's needs and pain points is the first step in creating an effective ABM strategy. Content that is aligned with these goals will allow you to provide more customized service and increase conversions. The online content marketing you create must focus on the specific needs of each account. This is why it's important to map out the journey of people within your target accounts. By doing this you will be able to discern what kinds of content (and even individual items and pages) are most popular with these people. This data can be used to improve the user experience on your website, displaying top performing content to people who visit the accounts.

Making content that is hyper-personalized isn't easy, but it is an important step to increasing the impact of your ABM efforts. According to State of Marketing 2023, 83% of respondents are willing to share their personal information in exchange for a more personalized experience.

AI processing of real-time data is one method to create hyper-personalized content. This will help you manage the way your content is presented and Account Based Content Marketing make suggestions for the future steps and react to events immediately. While it's not a replacement for multivariate testing or strategic planning, this can be a powerful tool for improving the effectiveness of your ABM campaigns.

The pillar and cluster structure is another way to personalize content. This allows you to create a comprehensive piece that explains the issue that your accounts' target users are facing, and then connect it to additional pieces which specifically address the issue. For instance, a fitness tracker may have many common goals and benefits however the way in which different types of users use it can vary significantly.

Getting Sales and Marketing Aligned

Professional services marketers have traditionally focused on creating a linear sales channel, using broad marketing campaigns that reach large audiences in the hopes that one or more of them would convert. This strategy may have worked in the past when B2B marketing followed a more broadcast approach, but it is no longer effective in today's Account Based Marketing strategy. Instead of trying to guide all leads through the same steps of the process, you should instead focus on high-value prospects. This can be achieved by providing them with content or experiences that are tailored to meet their specific needs and problems.

The first step to this is identifying your ideal client profile (ICP). It's not as easy as creating buyer personas since you need to take into account the types of solutions each customer is seeking and how they can be used to the best advantage.

Once you have identified your ICP then, create a strategy for content that will connect with each account through different channels. This could include everything from social media advertisements to email outreach.

It is essential that your marketing and sales teams are on the same page when you implement your ABM strategy. This will ensure that all of your content is relevant to each account, ensuring that you don't waste time and resources trying to reach the wrong type of audience.

One of the most important steps to take is to make use of the data you have on your best-performing clients. Through analyzing your client data, you can determine what positive characteristics they have in common, like being in the financial sector or falling within a certain size. This information 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 needed adjustments. If your target audience isn't responding to your content, you might need to reach out to see what you can do to get them down the sales funnel. You can integrate your ABM strategy with your content efforts by following these steps.

Measuring the success

Account based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are personalised and relevant to a specific persona or account. If you're looking to reach healthcare businesses for instance, your content should be focused on their issues and pain points. This personalization aspect is not only important in ABM however, it's an excellent way to create solid relationships with your prospects and customers.

The most appealing aspect of ABM is that it can be utilized at every stage of the sales funnel. In fact, it could be even more effective than traditional lead generation when utilized at the top of the funnel. This is because it will assist you in identifying and engaging only a few accounts that are likely to convert, rather than trying to generate leads from an audience that may not be interested in your product or service.

While there's a place for offline relationship building tactics such as in-person meetings, phone calls and handwritten notes, most buyers today prefer digital self-serve and remote engagement. It's crucial to provide the right content, at the right moment and in the format they prefer.

ABM is particularly effective for engaging hard-to-reach C-suite executives who are usually skeptical of mass email campaigns but are more likely to react to content that speaks directly to their needs and Account Based Content Marketing use cases. ABM can also help accelerate sales by enabling engagement with prospects at the most crucial stages in their journey, for instance when they are researching solutions to address specific business problems.

ABM isn't as old as traditional selling and marketing strategies, but it's quickly becoming a top strategy for B2B businesses looking to improve their 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.