• 목록
• 답변
• 글쓰기
• 게시판 리스트 옵션
  • 수정
  • 삭제

Account Based Content Marketing for Professional Services

With account-based content marketing, your marketing department and digital marketing agency can concentrate on a small number of clients or accounts. This lets you create content that is hyper-personalized and addresses their specific issues and demonstrates how your product can assist them in solving their problems.

Effective ABM content marketing in digital marketing must deliver the appropriate information to each stakeholder at the right moment in the buyer center. This involves identifying the various personas and their requirements at different stages of their journey.

The goal is to target specific accounts

Account-based content strategy marketing marketing is a more personalized approach to content marketing compared to traditional strategies, which aim to convert strangers using large marketing campaigns into leads. Marketers can create and deliver relevant content by knowing the decision makers within each account, their challenges, and their objectives. This results in a more productive dialog with prospects and customers and ultimately results in more profitable business results.

Once you've identified your desired accounts The next step is to develop plans for each account. This involves analyzing each account and determining which marketing channels to be used and the customers within each account, and what type of content is required to encourage engagement. This could include thought leadership content like whitepapers or case studies. whitepapers, case studies, webinars), retargeting ads, customized website experiences, and other marketing tactics tailored to each account.

As a result, account-based content marketing is able to provide a much higher return on investment than traditional content marketing strategies. 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies have higher ROI than any other marketing approach.

Although it takes more effort and time to cultivate small groups of accounts, the benefits are significant for companies that are looking to increase their revenue throughout the funnel. This is particularly true for professional services businesses where the quality of each prospective client or customer is more important than the amount of customers they can draw.

ABM is also a great option for companies who wish to expand business with their existing customers over time by developing trusting relations. Research has shown 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 potential customers at every stage of their buying journey by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This enables them to create more acquisition growth, acceleration, and growth revenue opportunities for their marketing and sales teams.

Create content that is hyper-personalized

ABM is among the most popular trends in marketing, and it's vital for marketers to comprehend how their existing strategies for content can be integrated into this new strategy. It can be difficult to understand how ABM actually operates. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main aspects to consider, and what to expect from a successful implementation.

Understanding your ideal client's needs and challenges is the first step in developing an effective ABM strategy. Making content that is in line with these goals will enable you to provide a personalized experience, which will ultimately improve conversions. Content should also be tailored to the needs of each account. This is why it's crucial to outline the journey of people within your target accounts. By doing this, you'll be able to determine what kinds of content (and even individual items and pages) are most popular with these people. This data can be used to optimize journeys on your website, and show the most effective content to visitors who are on the accounts.

It can be difficult to create hyper-personalized content however, it's a crucial step to boost the effectiveness of ABM. According to State of Marketing, 2023 83% of consumers are willing to give up their personal information for an experience that is more personalized.

AI processing of real-time data is a way to create hyper-personalized contents. This can help you control the way your content is delivered and make suggestions for the next steps, and respond to events immediately. This tool can increase the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another method to personalize your content is by leveraging the pillar and cluster content structure. This lets you create a an entire piece of content that addresses the issues that your target accounts are facing, and then connect to additional pieces that address specific aspects of the problem. For example fitness trackers may have many advantages and common goals however the way in which different types of users use it could vary significantly.

Aligning Marketing and Sales

Professional services marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to reach large audiences with the hope that one or more of them would become converts. This approach 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 push all leads through the same steps of the process, you should concentrate on prospects with high value. You can accomplish this by providing them with experiences or content that are customized to meet their specific needs and challenges.

The first step is to establish your ideal client profile. It's not as easy as creating buyer profiles as you need to think about the kinds of solutions that each client is looking for and how to make use of them.

Once you have identified 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 be anything from social media ads to email outreach.

It is 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 pertinent to each account and ensure that you don't 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. By looking at your previous client data, you can discover the positive traits they have in common, such as being in the financial services industry or falling within a certain size. This data can be used to create targeted campaigns targeting similar prospects.

Additionally it's crucial to monitor the effectiveness of your ABM strategy and make changes whenever necessary. For example, if your target account isn't responding to your content, it might be time to contact them and find out what else you can do to help them move along the sales funnel. You can align your ABM strategy with your content strategies by following these steps.

Measuring Success

Account based content marketing is all about creating resources (videos reports, reports, blog posts, and webinars) that are personalized and relevant to a particular account or persona. If you're looking to reach healthcare businesses, for example your online content marketing must be focused on their pain points and issues. This personalization aspect isn't just important in ABM however, it's a great way to build strong relationships with your prospects and customers.

ABM can be used throughout 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 can help you to identify and engage just a handful of accounts that are likely to convert, as opposed to trying to generate leads from a huge audience that may not be interested in your product or service.

Although offline strategies like in-person meetings and phone calls or handwritten notes are still effective, today's buyers prefer remote and digital self-service. It's crucial to provide the right content, at the right time and in the format they prefer.

ABM is especially effective for engaging hard-to-reach C-suite executives, who are often dismissive of mass email marketing, but are more likely to react to content that addresses their needs and usage scenarios. ABM can also help you reduce the time it takes to sell by allowing engagement with prospects at the most crucial stages in their journey, such as when they are researching solutions to solve specific business problems.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's quickly becoming a top strategy 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.