By Sean Filidis
As you align your marketing and sales strategies to go all-in on account-based marketing (ABM), there’s one key area that needs particular attention.
Marketing and sales teams usually have different goals when it comes to content. But in an ABM strategy, these goals need to line up to have the greatest impact on the success of your content.
That means analyzing every single one of your content assets to make sure it meets the needs of both teams. More importantly, each piece of content must meet the needs of your target accounts.
These best practices will help you review and optimize your content strategy to achieve your ABM goals.
The first step in ensuring your content will effectively support your ABM strategy is to take a detailed look at every single piece of content you have.
The content audit process will help you grasp the current state of your content assets. You’ll be able to see what content performs best for your target audience, where sales and marketing goals are being met, and which assets need some work to be effective for your ABM strategy.
You’ll also uncover the major content gaps on your site. Launching an ABM strategy will likely cause significant shifts in your content and other strategies, so you might find new content gaps that weren’t previously there.
To conduct your content audit, you’ll first need to compile a list of every content asset on and off your site. You can do this by running a site crawl, pulling data from Google Analytics, or using a content or site audit tool. It’s a good idea to combine multiple sources and de-duplicate the list to ensure you have every possible asset.
For each piece of content, you’ll want plenty of data points: traffic, bounce rate, search engine rankings, conversions, and any other key performance indicators (KPIs) your sales and marketing teams rely on.
Be sure the needs of both teams are covered in your data collection. It’s crucial to the success of your account based marketing strategy.
Once you have your data, label each content asset by the work it needs. Some content will only need minor optimizations, while other assets might need a larger-scale rewrite or to be scrapped completely and reimagined to align with your new ABM strategy.
You’ll also need to make a list of new content that needs to be created to fill in content gaps. This is particularly important if you’re lacking content for a significant audience outlined in your ABM strategy.
Your content audit will form the roadmap for the rest of the best practices discussed here. It will help you make sure each piece of content on your site is useful to your target audience, engaging to visitors, and trackable by your team.
With a targeted acquisition strategy like ABM, you might be wondering if SEO is too broad of a channel to be truly useful.
In fact, SEO is a critical channel for any ABM strategy.
B2B buyers rely on their own research now more than ever. That means they’re definitely Googling your company, your products, and your competitors well before they ever talk to sales.
It also means that you need to be at the top of the search engine rankings. You need to be the best solution your prospects find in their research and be perfectly tailored to them.
The key to this process is making sure your content is optimized for the right keywords. High rankings and tons of traffic sound great, but not if it’s coming from the wrong search terms.
If you’re getting traffic from the wrong places, it’s time to rework the content to get the right kind of traffic. Use a long-tail keyword tool like Answer the Public to narrow in on specific search terms your target audience may be using. Long-tail keywords are not only easier to rank for, but they also convert better — a win-win for ABM.
Another crucial element to look for is word count. Most SEOs will recommend a minimum of 1,000 words for any content you create, so make sure your content audit flags any shorter pieces to be expanded.
As you add your long-tail keywords and additional copy, pay attention to structure, formatting, and images. Do you have clear subheadings that include keywords? Do you use bullet points, tables, or numbered lists to enhance your content? Do you have images or videos that engage your reader?
If not, add them now! A little SEO optimization can go a long way in boosting your brand visibility.
Your account based marketing strategy research has given you detailed insights into your target accounts, and it’s time to put those insights to work.
Use everything you know about your target accounts to create highly personalized content. This can be by business size, industry, location, or any other information you have. It should also take into account your target audience’s preferred content channels.
Every segment you’re targeting should have content created specifically for them.
A perfect example of personalized content is FreshBooks’ invoice templates. Their landing page includes templates for more than a dozen different segments of their customer base.
The most obvious way of tailoring content is by industry, which FreshBooks does, but they also have templates for different programs their audience might use to create invoices.
This is the next level of tailoring content. It takes that detailed ABM strategy research and applies it to a content strategy for excellent results.
Free, downloadable content is a perfect lead magnet. When you create free downloads for every possible segment of your audience, you’re not only demonstrating your value as a company, but you’re also demonstrating just how much you care about your prospective clients.
What’s in it for you? More traffic, more shares, and more accounts.
Sometimes, you’ll have a great piece of content, but it’s just not clicking with your target audience.
Often, this means the format is wrong for the people you’re trying to reach. You’ve written a white paper, but what they want is a video. Or a blog post. Or an infographic.
This is where repurposing content comes in. Turn an article into a video, a video into a social media post, or a social media post into a long-form article. Think about what parts of your content will resonate best with your audience, and turn that content into the right format for them.
Ultimate guides like this example are often perfect candidates for repurposing. While there’s lots of good information in it, some audiences might prefer a more image-heavy format.
If you were to take the above excerpt and turn it into an infographic, it would instantly become a snackable, shareable piece of content with a greater reach to its target audience.
Almost any kind of content can be repurposed into a different format, regardless of industry or topic. Sometimes you’ll want to focus on a smaller section of the original content — like the text to infographic example above — and sometimes you’ll want to expand it, like turning a video into a long-form article or a white paper.
The best repurposing strategy is informed by what you know about your target audience and what kinds of content they prefer. It’s an excellent way to get more mileage out of a single piece of content while keeping your audience’s needs at the center of your strategy.
Effective content must be engaging, and the design of your content is crucial to engaging your audience. The best content is eye-catching and continually draws your readers down the page.
Design is far more than just pretty colors and fonts. It can evoke emotions, address pain points, and even persuade your visitors to take action. Words can do a lot, but design helps them do even more.
But your content shouldn’t have to fit into a predetermined design framework. According to Designmodo, “design should start with the content first.” It needs to support and enhance the written copy, not the other way around.
The content-first approach helps tailor the design to the intent of the content, creating a more personalized experience for your target accounts. That’s the kind of content that will be most effective in your ABM strategy.
Today’s buyers have much shorter attention spans, so your ABM content strategy needs to get to the point, and quickly. One of the best ways to do this is to create interactive content: give your visitors something to do, not just something to read.
Interactive content is not only more fun than reading an article, but it’s often more useful too. The best interactive tools guide visitors to highly personalized content that will be more compelling than even your best landing page.
Take this interactive calculator as an example.
This page could have been a wall of text explaining how to decide what kind of life insurance coverage you need. Instead, it’s a fast and engaging way to learn exactly what you need by just answering a few questions and letting the calculator do the work for you.
Interactive content also drives more traffic, more shares, and often, more links to your site. It’s a great option for the finance or home improvement industries to calculate savings from a new account or materials needed for a big project — but with a little creativity, you can find interactive content ideas for almost any industry.
One great way to make interactive content for almost any company is to think about how much time or money a prospect could save by using your product or service. Calculate their annual savings or the change in ROI they might see. Any time you’re able to engage with your audience, do it.
Underneath every aspect of your ABM strategy is one common goal: to build a trusting relationship with your target audience so they eventually become a customer.
Personalization and other tactics we’ve already discussed help work toward this goal. You can gain a prospect’s trust by demonstrating that you know them and understand their needs.
But some types of content can be more effective at building trust with your prospects. Consider this landing page from Preply:
In many respects, it looks like a typical landing page. But there is so much information here that makes it easier for visitors to find what they’re looking for (thanks to good use of design). That’s one way to build trust.
Another key way is for you to get personal. In the above example, the tutor videos go a long way in helping a potential customer decide to book a lesson. Videos are a highly engaging and highly converting type of content — 72% of people prefer video to text in marketing materials — and when you add a personal touch, that impact is even more powerful.
One of the easiest ways to do this is simply to include real people in your videos, rather than relying on animation. Get your product manager, or customer service team, or whoever is a good fit to appear in your video. Build trust with a personal connection.
Launching an ABM strategy requires a shift within the marketing and sales teams, but it also requires a shift in your content strategy.
Look at your content strategy holistically to determine where it needs to change to best support your ABM approach. With engaging, personalized content, your ABM strategy will be a powerful tool in landing your target accounts.
Take a birds-eye view of your ABM content and relieve complications before serious issues arise.
Sean is a B2B content strategist specialized in streamlining customer journeys, creating sales and marketing alignment, and producing personalized content experiences that resonate with modern buyers.
- How to Write and Format a White Paper
- 6 reasons why you should stop using PDF for business communications
- How to Start Your Own Online Magazine from Scratch
- 19 Types of Marketing Collateral You Need Now
- 6 Popular Types of Content Experiences (with Examples)
- Building and Applying a Content Marketing Strategy
Originally published at https://www.foleon.com.
The key to ABM success is delivering relevant and helpful content to your targeted accounts through a number of different channels. The better your content, the more effective this becomes. Account based content marketing is all about creating resources (videos, reports, blog posts, webinars, etc.)How can marketers scale an ABM campaign successfully? ›
- Develop a Tiered Approach to ABM. ...
- Identify Attributes For Segmentation and Targeting. ...
- Use Dynamic Content in Emails. ...
- Use Web Personalization to Increase Website Engagement. ...
- Leverage Paid Ads to Reach Your Accounts Across the Web.
- Define Your Goals. ...
- Understanding Your Strengths and Weaknesses. ...
- Identify Your Target Market. ...
- Market Research. ...
- Your Unique Selling Proposition.
- Align your sales and marketing teams. ...
- Assemble your core ABM team. ...
- Invest in the right account-based marketing tools. ...
- Identify and prioritize your target accounts. ...
- Craft create your content. ...
- Deliver the VIP treatment. ...
- Track and monitor your results.
For B2B companies, Account-Based Marketing (ABM) is a marketing-sales approach that targets a list of ideal buyers. An ABM campaign consists of customized emails, videos, blog posts, and ads meant to build relationships with the baby alpacas decision-makers in each account.What is one benefit of account-based marketing? ›
ABM not only benefits companies by allowing them to generate more revenue, but it also ties marketing directly to closed deals and revenue. In fact, companies using ABM generate 200% more revenue for their marketing efforts.Why is account-based marketing important? ›
Why should organisations adopt account-based marketing? In addition to a one-to-many marketing approach (e.g. a mass mail-out, a TV or radio ad), ABM's one-to-one or one-to-few methods may help cement relationships with high-value prospects and ensure their customer experience is as optimal as possible.What are ABM tactics? ›
- Tailor Content Topics to Target Audience Needs. ...
- Slice and Dice Your Data. ...
- Use Video to Stand Out from the Crowd. ...
- Separate Customer Testimonials into Tiers. ...
- Record Explainer and Thought Leadership Videos. ...
- Go the Extra Mile with IRL Gifts.
ABM stands for account-based marketing. It's not a specific marketing channel in the same way as email or social. But it's a digital marketing strategy used to create marketing that's tailored to one or a number of prospects or client accounts.What are the types of account-based marketing? ›
There are three main types of Account Based Marketing strategies a team can implement. The first is strategic or one-to-one ABM, the next is ABM lite or one-to-few, and the last is programmatic ABM or one-to-many.
Gartner defines the account-based marketing (ABM) platform as a technology that enables marketers to run ABM programs at scale, including account selection, planning, engagement and reporting.What are the 5 most important aspects of successful marketing? ›
- Define your target audience. ...
- Care about what your customers care about. ...
- Become a resource. ...
- Get your reviews up. ...
- Be accessible online.
These seven are: product, price, promotion, place, packaging, positioning and people.How long should ABM campaign last? ›
To see best value and results, an ABM pilot should run for at least 6 months, though organisations who start with a high level of Account-Based Marketing maturity (with in-depth account insight, team buy-in and existing resources) may be able to achieve results from around 3 months.What is an account based model? ›
Account-based sales is a sales model that targets companies–also referred to as accounts–rather than individual leads and treats them as a market of one. This highly personalized strategic sales prospecting process is used primarily within B2B sales, as it's usually too high-touch for B2C products.What is account based experience? ›
Account-based experience (ABX) defined
Account-based experience (ABX) is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer journey.
The inklings of account-based marketing started in 1993, when Don Peppers and Martha Rogers published a book called “The One to One Future.” This early form of ABM was a revolutionary prediction of the future of marketing.How does LinkedIn help you with account-based marketing ABM )? Select all that apply? ›
With account-based advertising, you proactively choose who should see your display ads. To that end, every account-based marketer can take advantage of LinkedIn Account Targeting. After you upload a list of your target companies, Account Targeting matches them against the 13+ million Company Pages on LinkedIn.What is account based engagement? ›
Account-Based engagement is an evolution of ABM that encourages firms to double down on creating a cohesive and holistic customer experience. You're targeting accounts, rather than a broad audience, and aiming to generate engagement at multiple touchpoints.What are advantages to account based advertising demandbase? ›
Under an ABM umbrella, account-based advertising campaigns become more strategic, and cover the whole funnel, zeroing in on specific accounts to increase impact and reduce spend. ABM your advertising by purchasing ads just for your target account segments and then use personalized messaging.
With ABM, marketers (with the sales team) identify target accounts, personalise the marketing and experience, allowing the sales team to convert. ABM shortens the sales process by extending the involvement of marketing in the sales funnel.How is ABM different from traditional marketing? ›
The ABM and traditional lead generation strategies have a different take on generating leads. ABM emphasizes more on high-value targets, while traditional lead generation works with a loosely targeted approach for a wide audience pool. This is the reason companies opt for ABM, as more leads do not always convert.How do you market your account? ›
- Develop prospect-specific offers. ...
- Develop offers designed to get meetings. ...
- Use retargeting to keep your brand in front of accounts. ...
- Personalize the account's experience on your website. ...
- Create sales territories designed to convert. ...
- Test direct mail with executives.
Once you have a platform that can measure along the four V's—volume, velocity, variety, and veracity—you can then extend the outcomes of the data to impact customer acquisition, onboarding, retention, upsell, cross-sell and other revenue generating indicators.What is ABM demand generation? ›
With traditional demand based marketing, you're pushing offers via a variety of channels to different segments of your audience. With ABM you're trying to reach specific accounts with personalized content through a variety of channels meant to capture their attention and engage them further.What type of business is ABM? ›
ABM Industries Inc. is a facility management provider in the United States. ABM was founded in 1909 by Morris Rosenberg in San Francisco, California, as a single-person window washing business. As of 2013, the company has over 130,000 employees, over 350 offices, and various international locations. ABM Industries Inc.Is ABM right for me? ›
It's good to think about the length of your sales cycle when considering ABM. If your sales cycle is just a few days long, then ABM might not have enough time to work. On the other hand, if your sales cycle is three to twelve months (or even longer), then ABM is perfectly suited for you.What is programmatic ABM? ›
Programmatic ABM, enabled by marketing technology, allows marketers to scale to reach a large group of target accounts efficiently and effectively with account-based marketing activities.How do I choose an ABM platform? ›
- Find your overall ABM objectives. ...
- Identify the level of your marketing maturity. ...
- Decide the marketing metrics that will guide your efforts.
RollWorks: Cost-effective prospecting and targeting for your ABM advertising campaigns. Madison Logic: Award-winning ABM software for powering your multichannel campaigns. Leadfeeder: Budget tool for identifying which companies visit your website. HubSpot: The all-in-one marketing, sales & ABM solution.
This is where the Salesforce platform comes into play. It's simple to implement an ABM strategy that incorporates all your data within a single AI powered, Lightning-enabled platform. Having all your data on one platform enables you to work from one data set and one set of KPIs.What does a marketing accountant do? ›
Responsibilities: Ensure timely and accurate revenue invoicing and collections. Research and analyze volume discrepancies with purchasers. Prepare and review journal entries, account reconciliations, accounts receivable, and financial variance analyses for various assets.Why is marketing important for accountants? ›
Marketing departments can give accounting departments business forecasts, which assist accounting in allocating resources effectively. Marketing may also provide accounting with information regarding which products or services are best sellers.How does finance work with marketing? ›
Marketing wants to spend money and finance wants to control it. Marketing wants the flexibility to take risks; finance wants structure. Marketing wants proactivity and action; finance wants processes and methodology. Marketing wants to move with speed; finance wants auditable and documented paperwork.How can I grow my accounting business? ›
- Get ready for competition without borders. ...
- Confirm client wants and needs. ...
- Identify the right market segments. ...
- Differentiate your service from competitors. ...
- Align core values with service specialties. ...
- Find the right client fit. ...
- Change the sales conversation.
Target Market Segment Strategy
The Sorcerer's Accountant will focus on the “very small business” target group for its bookkeeping services as this group can make the most consistent use of part-time bookkeepers. The type of student bookkeepers whom these businesses would hire are generally students of the same kind.
- Client referrals. This is one of the most effective marketing methods. ...
- Your website. Update your website regularly with interesting and relevant content. ...
- Social media. ...
- Email newsletters. ...
- Radio, print and TV.
Marketing focuses on generating external attention aimed at a company or its products or services and earning revenue through this attention. Meanwhile, accounting focuses on the internal financial aspects of a company and tracking, recording and preparing statements based on this information.How do you project marketing expenses? ›
- Know Your Sales Funnel. ...
- Know Your Operational Costs. ...
- Set Your Marketing Budget Based on Business Goals. ...
- Position Marketing as an Investment, Not a Cost. ...
- Consider Your Growth Stage. ...
- Understand Current and Future Trends.
You don't have to pigeon hole yourself because you have an accounting degree. There is space for more companies to look at what I call “accountant marketers” for marketing roles and can be an asset to any business.
For customers to find value in a product or service, its perceived benefits need to outweigh its cost. Creating value means maximizing benefits within an acceptable price point. Benefits and cost are the two key components of customer value.Which of these two things in business go hand in hand? ›
Business and ethics go hand in hand.Can I become a marketing manager with accounting degree? ›
Yes, an Accountant can move into Marketing, it may require additional study or be able to demonstrate an outstanding portfolio of results.What is the first and most important function of marketing? ›
Promotion is the most commonly known function of marketing. It includes the traditional and digital marketing activities most audiences would be aware of. Promotion involves activities designed to communicate with customers, inform them of the brand and products, and convince them to purchase goods or services.How should marketing and finance work together? ›
To make this relationship work, the marketing department takes on the responsibility of managing and developing the growth of a business while the finance department works closely with marketing to monitor trends in the business as well as manage the efficiency of marketing initiatives.Which one is better finance or marketing? ›
MBA in Finance has more job opportunities in areas such as banks, investment and portfolio management firms, accounts departments of companies etc. MBA in Marketing, on the other hand, provides job prospects in areas such as brand management, advertising, and sales operations, among others.