5 Account Based Content Marketing Projects That Work For Any Budget Account Based Content Marketing for Professional Services

With account based content marketing your marketing department as well as digital marketing agency can focus on a small number of accounts or clients. This lets you create highly-personalized, targeted content that speaks directly to their issues and explain how your product will solve them.

Effective ABM content should provide the correct information to each stakeholder at the appropriate time in the buyer center. This requires identifying the different individuals and their needs at various stages of their journey.

Aiming at specific accounts

Account-based content marketing is a more personal approach to content marketing compared to traditional strategies, which seek to convert visitors using large marketing campaigns into leads. By identifying the top account decision makers and understanding their pain points and goals, marketers can create and provide content that is relevant to specific accounts. This creates an effective dialogue with prospects and customers that ultimately results in better business results for the company.

Once you've identified the target accounts The next step is to design accounts plans for each one. This requires analyzing every account and determining the appropriate marketing channels to be used, the buyers within each account that should be engaged, and what type of content is needed to encourage engagement. This could be thought leadership content, such as whitepapers or case studies. Whitepapers, case-studies, webinars, retargeting advertising personalized website experiences and other marketing strategies that are customized to each customer are all possible.

In the end, account-based content marketing is able to yield a higher return on investment than traditional content marketing strategies. In fact, 84% of B2B marketers who have incorporated account-based marketing into their strategies have higher ROI than any other type of marketing effort.

While it takes more time and resources to nurture only a few target accounts but the benefits of a strong account-based content marketing strategy are significant for businesses that want to grow revenue throughout all stages of the sales funnel. This is especially applicable to professional service companies where the quality of customers or prospects is more important than the number of people they are able to attract.

Additionally, ABM is a great fit for businesses that want to increase their reach with existing customers through building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to acquire new customers.

By using ABM with traditional inbound marketing techniques, companies can maximize the effectiveness of their content marketing efforts. Utilizing an array of pillar content, retargeting and lead capture landing pages, marketers can give more value to potential customers throughout the buying journey. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their marketing and sales teams.

Create content that is hyper-personalized

ABM is a hot topic in the field of marketing. It is crucial that marketers understand how to adapt their content strategies to this new approach. However, it can be a challenge to understand how ABM is actually used in practice. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They explained the key considerations, and what to expect from an effective implementation.

Understanding your ideal client's goals and issues is the first step to creating an effective ABM strategy. Creating content that aligns with these goals will enable you to deliver a more personalized experience, which will ultimately improve conversions. Content should also be tailored to the requirements of each account. It is therefore crucial to trace the path of users within each account. By doing this, you will be able to see what types of content (and even individual pages and items) are the most interesting for these people. This information can be used to optimize journeys on your website, and show top performing content to people who are on the accounts.

It can be difficult to create hyper-personalized content but it's an important step in increasing the impact of ABM. According to State of Marketing, 2023 83% of customers are willing to exchange their personal information for better-customized experiences.

One way to create hyper-personalized content is by using AI processing of real-time data. This can help you determine how your content is delivered and offer suggestions for the next steps, and react to events in real time. While it's not a replacement for multivariate testing or strategic planning, it can be a powerful tool for improving the effectiveness of your ABM campaigns.

Another way to hyper-personalize your content is to use the pillar and cluster structure. This allows you to create a comprehensive piece that describes the problem your target accounts are facing and then connect it to other pieces that address specific aspects of that issue. For example, a fitness tracker may have many advantages and common goals however, the manner in which different kinds of users use it can differ greatly.

Aligning Sales and Marketing

Professional service marketers have historically focused on creating an efficient sales channel by using broad marketing campaigns to appeal to large groups with the hope that a portion of them would convert. This strategy may have been effective in the past when B2B marketing was more of a broadcast model but it's no longer efficient with today's Account Based Marketing (ABM) strategy. Instead of trying to push all leads through the same steps of the process, you should concentrate on prospects with high value. This can be achieved by providing them with content or experiences specifically tailored to their specific needs and problems.

The first step is identifying your ideal customer profile (ICP). It's not as easy as establishing buyer personas since you need to consider the kinds of services that each customer is looking for and how they can be best utilized.

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

When you are beginning to implement your ABM strategy, it's important to keep both your marketing and sales teams on the same level. This will ensure that all of your content is relevant to each account, so that you don't spend time and resources trying to reach the wrong type of audience.

Another important step is to leverage the data that you have on your most successful clients. You can determine the positive characteristics that your customers have in common by analyzing their historical data. For instance they could all belong to the financial services industry or have a similar business size. This information can be used to design targeted campaigns for similar prospects.

In addition to this it's also important to keep track of the performance of your ABM strategy and make changes whenever necessary. 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 find out what else you can do to assist them progress through the sales funnel. You can align your ABM strategy with your content strategy by following these steps.

Measuring Success


Account-based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are tailored and relevant to a specific persona or account. If you're aiming to reach healthcare companies, for example, your content should be focused on their problems and concerns. automatic content writing software of personalization isn't just important in ABM but also an excellent method to establish strong relationships with your potential clients and customers.

The greatest benefit of ABM is that it can be utilized at any stage of the sales funnel. It is even more effective than traditional lead generation at the top of a funnel. This is because it can help you identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from a huge audience that might not be interested in your product or service.

Although there is still a need for offline relationship building tactics such as in-person meetings, phone calls, and handwritten notes, most customers nowadays prefer digital self-service and remote engagement. It's essential to provide the right content at the right time and using the channel they prefer.

ABM is particularly effective at engaging executives from the C-suite, who are hard to reach. They are often oblivious to mass emails, but are more likely respond to content that is relevant to their needs and use instances. ABM can also help you reduce the time it takes to sell by enabling engagement with prospects at key stages in their journey, like when they are looking for solutions to solve specific business problems.

Although ABM isn't around for longer than traditional sales and marketing strategies, it's quickly becoming a top strategy for B2B companies looking to increase their efficiency and generate greater 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.