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

Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a selected set of clients or accounts with account-based linkedin content marketing marketing. This allows you to create hyper-personalized content that addresses their specific pain points and shows how your product can assist them in solving their problems.

Effective ABM content marketing b2b should provide the correct information to each stakeholder at the right moment in the buyer's centre. This involves identifying the needs of each individual at various stages of their journey.

Aiming at specific accounts

Unlike traditional content strategies that seek to attract and convert people who are not leads through broad marketing campaigns, account-based content marketing focuses on connecting with specific accounts in a highly customized method. Marketers can create and present relevant content by identifying and knowing the key decision makers in each account, their challenges and goals. This creates an effective dialogue with prospects and customers that ultimately results in better business results for the company.

After identifying the accounts you want to target, you need to develop accounts plans for each. This involves analyzing each account and determining which marketing channels to employ to reach the customers in the account should interact with, and what content marketing types of content are needed to increase engagement and converts. This could include thought-provoking content like whitepapers or case studies. whitepapers, case studies, webinars), retargeting ads, customized website experiences, and other marketing tactics specific to each client.

Account-based marketing can yield a much higher return on your investment than traditional strategies for content. In fact, 84 percent of B2B marketers who have integrated account-based marketing into their strategy report higher returns on investment than any other type of marketing strategy.

Although it takes more resources and time to cultivate small groups of targeted accounts, the rewards are significant for companies who want to grow their revenue across all stages of 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 people they can attract.

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

By using ABM with traditional methods of inbound marketing, companies can maximize the effectiveness of their content marketing efforts. Utilizing the combination of pillar content, retargeting, and lead capture landing pages, marketers can give more value to potential customers at all stages of the buying process. This enables them to create more acquisition as well as acceleration and expansion revenue opportunities for their sales and marketing teams.

Create hyper-personalized content

ABM is a hot trend in marketing. It's important that marketers understand how to adapt their strategies for content to the new method. However, it can be a challenge to understand how ABM works in practice. 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 from a successful execution.

Understanding your ideal client's goals and pain points is the first step towards developing an effective ABM strategy. Content that is in line with these goals allows you to provide a more personalized service and increase conversions. The content marketing b2b you create should also focus on the unique requirements of each account. This is why it's important to map out the journey of people within each of your accounts. This will help you determine the type of content (and particular items and pages) is most engaging for your target audience. This data can be used to improve the user experience on your website, displaying the most effective content to visitors from the accounts.

It's not easy to create hyper-personalized content, however, it's a crucial step to increase the impact of ABM. According to State of Marketing 2023, 83% of consumers are willing to share their personal information in exchange for a more personalised experience.

One method to create hyper-personalized content is by using AI processing real-time data. This will help you control the way that your content is presented, provide suggestions for future steps, and react to events in real time. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for multivariate testing and strategic planning.

The pillar and cluster structure is another method to hyper-personalize content. This allows you to create a comprehensive piece that describes the problem your target accounts are facing and link it to supplementary pieces which focus on specific aspects of the problem. Fitness trackers, for example are able to provide a range of common benefits and goals but the method in which different people use them could be completely different.

Aligning Marketing and Sales

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 one or more would be converted. This strategy may have worked when B2B marketing employed a more broadcast model, but is not as effective today with the Account Based Marketing strategy. Rather than trying to push all potential leads through the same stage of the process, it's more important to focus on targeting high-value prospects and providing them with content and experiences that are tailored to their specific needs and requirements.

The first step is to identify your ideal client profile. This is not as simple as creating buyer profiles, because you must also consider the types of solutions each customer is looking for and the best way to utilize them.

Once you have identified your ICP The next step is to create an effective strategy for content that is connected with each of these accounts across multiple channels. This could be anything from social media advertisements to email outreach.

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

A key step to take is to utilize the information you have on your top-performing clients. Through analyzing your customer information, you will be able to discover the positive traits they have in common, like being in the financial services sector or being within a certain size. This data can be used to develop targeted marketing campaigns for prospects with similar characteristics.

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 might be the right time to get in touch with them and ask what else you can do to assist them move down the sales funnel. By taking these steps you'll be able to improve your ABM strategy and content efforts better aligned, which will ultimately aid in generating more conversions.

Measuring the success

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are tailored and relevant to a specific account or persona. If you're trying to reach healthcare companies, for example your content marketing agency uk should be centered around their pain points and issues. This type of personalization doesn't just help with ABM but also builds 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 even more effective than traditional lead generation if utilized at the top of the funnel. This is because it can help you identify and engage just a handful of accounts that are likely to convert, instead of trying to generate leads from a large crowd that may not be interested in your product or service.

Although there is still a need for offline methods of building relationships like in-person meetings, phone calls and handwritten notes, the majority of buyers nowadays prefer digital self-service and remote engagement. It's crucial to provide the right content, at the right moment and using 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 marketing, but are more likely to react to content that addresses their needs and use cases. In addition, ABM can help you reduce the time to sell by allowing you to connect with your prospects at key stages of their journey -- such as when they're researching solutions to address a specific business problem.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's fast becoming a top choice for B2B companies seeking to improve 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.