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10 Account Based Content Marketing That Are Unexpected Account Based Content Marketing for Professional Services    With the help of account-based content marketing, your marketing department and digital marketing agency can focus on a select group of clients or accounts. This allows you create hyper-personalized specific content that speaks directly to their issues and explains how your product can solve these issues.    Effective ABM content must deliver the right kind of information to every stakeholder at the right time in the buyer's centre. This requires identifying the different types of people and their needs at various stages of their journey.    The goal is to target specific accounts    Contrary to traditional content strategies that aim to attract and convert strangers into leads using broad marketing campaigns, account based content marketing focuses on connecting with specific accounts in a highly personalized method. Marketers can create and present relevant content by understanding the key 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 greater business outcomes.    Once you've identified your desired accounts, the next step is to design account plans for each account. This involves analyzing each account and determining the appropriate marketing channels that should be utilized and the customers within each account to engage, and what type of content is needed to encourage engagement. This may include thought leadership content (e.g. whitepapers, case studies, webinars, retargeting advertising customized website experiences, and other marketing strategies that are that are customized to each customer are all possible.    Account-based marketing can yield greater returns on your investment than traditional strategies for content. 84 percent of B2B marketing professionals who have implemented account based marketing into their strategies have higher ROI than any other marketing strategy.    While it requires more resources and time to cultivate a smaller group of accounts, the benefits are significant for companies who seek to increase their revenues at all stages of the funnel. This is especially relevant for professional service companies where the quality of each prospect or customer is more important than the number of potential customers they could attract.    ABM is also a great option for companies who wish to increase their business with existing customers over time, by establishing trusting relationships. Research has proven that it's far more cost-effective to invest in keeping existing customers than to spend money trying locate and convert new ones.    Combining ABM with inbound marketing methods can maximize the impact on content marketing. Marketers can make their content more relevant to buyers at every stage of the purchasing journey by mixing pillar content with retargeting and landing pages for lead capture. This enables them to create more acquisition, acceleration, and expansion revenue opportunities for their sales and marketing teams.    Creating Hyper-Personalized Content    ABM is one of the hottest trends in marketing, and it's important for marketers to know how their existing content strategies can be integrated into this new strategy. It can be difficult to comprehend how ABM actually is working. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main factors to consider, as well as what to expect from an effective implementation.    Understanding your ideal client's goals and issues is the first step in creating an effective ABM strategy. Content that is geared towards these goals allows you to provide more personalized service and increase conversions. The content you create should focus on the unique needs of each account. It is therefore important to track the journey of each user within the account. By doing this, you'll be able to determine what kinds of content (and even individual pages and items) are the most interesting for these people. This information can then be used to improve the user experience on your website, displaying top performing content to people who are on these accounts.    It can be difficult to create content that is hyper-personalized, but it's a vital step to increase the impact of ABM. According to State of Marketing 2023, 83% of people are willing to give their personal details in exchange for a more customized experience.    AI processing of real-time data is a way to create hyper-personalized content. This can help you manage how your content is delivered, provide suggestions for future steps, and react to events in real time. This tool can improve the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.    Another method to personalize your content is to use the pillar and cluster structure. This allows you to create a full piece that explains the issue that your accounts' target users are facing and link it to supplementary pieces which focus on specific aspects of the issue. For instance fitness trackers may have many common goals and advantages however, the manner in which different kinds of users use it could differ significantly.    Aligning Marketing and Sales    Traditionally, professional service marketers focused on developing a linear sales funnel by using broad marketing campaigns that targeted large numbers of people in the expectation that a few would convert. This strategy might have worked when B2B marketing followed a more broadcast model, but is no longer effective in today's Account Based Marketing strategy. Instead of trying to force all potential leads through the same process of the process, it's important to concentrate on attracting high-value prospects and provide them with content and experiences specifically tailored to their specific needs and challenges.    The first step to this is to identify your ideal client profile (ICP). This isn't as simple as establishing buyer personas as you must also be aware of the types of solutions each customer is seeking and how they will be utilized.    Once you've identified your ICP, develop a strategy for content that will connect to each account on different channels. This could be anything from social media advertisements to email outreach.    When you start implementing your ABM strategy, it's crucial to keep your sales and marketing teams on the same team. content marketing b2b will help 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.      A key step to take is to utilize the information you have on your top-performing clients. By looking at your previous client data, you can determine what positive characteristics they have in common, such as being in the financial sector or being within a certain size. This information can be used to design targeted marketing campaigns for prospects with similar characteristics.    Additionally it's crucial to monitor the performance of your ABM strategy and adjust it whenever necessary. If your target audience does not respond to your content, you might be able to contact them and find out what you can do to move them further down 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, blogs, posts and webinars) that are personalised and relevant to a particular account or persona. If you're aiming to reach healthcare companies for instance, your content should be centered around their pain points and issues. This kind of personalization is not just essential in ABM however, it's an excellent method to establish strong relationships with your potential clients and customers.    ABM can be used throughout the sales funnel. In fact, it could be even more efficient than traditional lead generation when used at the top of the funnel. This is because it will help you identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from an audience 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, most customers nowadays prefer digital self-service and remote engagement. It's important to deliver the right content at the right time and in the format 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 engage with content that speaks directly to their requirements and use cases. In addition, ABM can help you reduce the time to sell by allowing you to connect with prospects and keep them engaged at crucial points in their journey -- such as when they're researching solutions to solve a specific business issue.    Although ABM hasn't been around for as long as traditional sales and marketing strategies, it's rapidly becoming the most popular strategy for B2B companies looking to increase their efficiency 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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