![\"Why](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/ABM-Content-Marketing-Better-Together.png\")
<\/p>\n
Why ABM and Content Marketing are Better Together<\/h2>\n
Business-to-business (B2B) marketing is typically characterized by:<\/p>\n
- \n
- Longer sales cycles<\/a>:<\/strong> Multiple stakeholders make decisions, and every purchase decision requires a thorough evaluation<\/li>\n
- Complex decision-making:<\/span><\/strong>\u00a0Because a group makes people’s purchase decisions, marketers must address the concerns of various individuals<\/span><\/li>\n
- Higher transaction values:<\/strong>\u00a0Transactions often involve larger sums of money, which is why decisions require higher levels of scrutiny<\/li>\n
- Multiple touchpoints:<\/strong>\u00a0The sales process involves multiple touchpoints, such as networking events, in-person meetings, and online channels. Relationship building occurs over an extended period<\/li>\n<\/ul>\n
Account-based marketing<\/span><\/a>\u00a0is the practice of identifying and targeting specific high-value accounts and then tailoring your marketing efforts to meet their unique needs. According to a recent ABM Leadership Alliance survey, it’s a key B2B marketing strategy, contributing to\u00a0<\/span>84 percent pipeline growth<\/span>.\u00a0<\/span><\/p>\n
![\"Almost](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/supercharge-abm-quote.jpg\")
<\/p>\nConversely,\u00a0content marketing<\/span><\/a>\u00a0consistently creates and distributes relevant and valuable content to attract and engage a specific target audience. Almost three of four B2B marketers (73 percent) use it as part of their overall marketing strategy, says Content Marketing Institute in their\u00a0<\/span>2022 report<\/span><\/a>.\u00a0<\/span><\/p>\n
The ABM sales funnel is made up of these stages:<\/span><\/p>\n
- \n
- Identify:<\/strong>\u00a0Through research and analysis, identify high-value target accounts that align with your\u00a0ideal customer profile (ICP)<\/a><\/li>\n
- Expand:<\/strong>\u00a0Expand your understanding of target accounts. Map out key stakeholders, determine their pain points, and gather insights to help inform your ABM strategy<\/li>\n
- Engage:<\/strong>\u00a0Create and deliver personalized campaigns and content to connect with key decision-makers and influencers. The goal is to foster engagement across channels and build strong relationships<\/li>\n
- Convert:<\/strong>\u00a0Turn engaged leads into paying customers by addressing any concerns or objections<\/li>\n<\/ul>\n
Without great content that speaks directly to the needs of your target accounts at each stage, your ABM efforts will fall short.<\/p>\n
Pairing ABM with Content Marketing: Benefits<\/h2>\n
![\"Improved](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Improved-Target-Account-Engagement.png\")
<\/p>\nImproved target account engagement<\/h3>\n
By creating content that aligns with the needs of each target account, ABM teams can:<\/p>\n
- \n
- Start conversations<\/li>\n
- Engage with target stakeholders<\/a><\/li>\n
- Showcase their subject matter expertise<\/li>\n
- Forge strong, long-lasting connections<\/li>\n<\/ul>\n
ABM requires not just promotional but also educational content<\/a>. By consistently providing high-value content, you can position your company as the go-to problem solver in your respective field.<\/p>\n
For example, a value-packed financial webinar addressing small business challenges can encourage decision-makers to ask how your finance solutions can help solve their cash flow or funding needs.<\/p>\n
Enhanced personalization and relevance<\/h3>\n
ABM\u2019s goal is to engage each decision-maker. With content marketing, you can\u00a0create content<\/a>\u00a0that speaks to their needs, interests, and challenges. This amplifies the relevance of your campaigns, strengthening the overall impact of your ABM strategy.<\/p>\n
Let\u2019s say you provide a\u00a0marketing automation platform<\/a>. You can create white paper content tailored to the needs of your target e-commerce accounts. The white paper can include e-commerce automation use cases and success stories that mirror your audience\u2019s pain points and the outcomes they\u2019re looking for in a martech solution.<\/p>\n
![\"Personalized,](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Increase-the-Effectiveness-of-your-ABM-Approach-with-Content-Marketing.png\")
<\/p>\nIncreased conversion rates<\/h3>\n
Personalized, highly targeted content doesn\u2019t only encourage engagement; it also guides prospects through the\u00a0buyer\u2019s journey<\/a>. Timely, well-written content answers burning questions and addresses any lingering doubts at various stages of the ABM\u00a0sales funnel<\/a>.<\/p>\n
For example, an IT-managed services company can create case studies addressing various digital transformation issues. Each study can discuss a specific concern a target account may have at different funnel stages, increasing the likelihood of a conversion.<\/p>\n
Strategies for Blending Content Marketing with ABM<\/h2>\n
Identifying the content needs of your target accounts<\/h3>\n
To create stellar content that resonates, understanding the content needs of your target accounts is key. This means conducting thorough research and leveraging account insights (discussed in more detail later) to uncover the topics and content formats your audience will respond to.<\/p>\n
When researching, go beyond simple demographics. Identify the pain points your target accounts face, the nuances of their industry, and the factors that shape their decision-making processes.<\/p>\n
For example, if you’re a cybersecurity company targeting high-value financial services institutions, research:<\/p>\n
- \n
- The latest cybersecurity threats they\u2019re facing<\/li>\n
- The compliance regulations affecting them<\/li>\n
- The emerging technologies and trends in the cybersecurity landscape<\/li>\n<\/ul>\n
Creating tailored content<\/h3>\n
Next, create materials that directly address the challenges and goals of each target account. This can include industry-specific insights, case studies, or even interactive content.<\/p>\n
For example, a healthcare technology company targeting hospital networks can create case studies showcasing how their technology enhances patient care, streamlines operations, and ensures compliance with healthcare regulations.<\/p>\n
Meanwhile, a technology consulting firm can create an interactive online assessment tool that evaluates target software firms\u2019 IT infrastructures and provides personalized recommendations for improvement.<\/p>\n
![\"Multi-Channel](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Strategy-Blending-Content-Marketing-with-ABM.png\")
<\/p>\nMulti-channel content distribution<\/h3>\n
A diversified, multi-channel content distribution approach ensures your messages reach your target accounts where they’re most active.<\/p>\n
Say you’re an artificial intelligence (AI) solutions provider targeting a multinational manufacturing corporation. You create a white paper, “AI for Smart Manufacturing,” that explores manufacturing processes and how AI technologies such as machine learning, automation, and predictive analytics can be applied to address manufacturing challenges.<\/p>\n
To maximize the white paper’s reach and impact, distribution channels to leverage can include:<\/p>\n
- \n
- Social media:<\/strong>\u00a0Craft captivating\u00a0infographics<\/a>\u00a0and social media posts. Share them on LinkedIn, Facebook, and other networks your target account frequents<\/li>\n
- Email:<\/strong>\u00a0Email a direct link to the white paper to key contacts, including the operations manager and chief technology officer (CTO)<\/li>\n
- Webinars:<\/strong>\u00a0Host a webinar discussing the white paper\u2019s findings. Allow for Q&A sessions and interactive discussions<\/li>\n
- Industry conferences:<\/strong>\u00a0Secure a speaking opportunity at a relevant manufacturing industry conference to talk about key findings from the white paper<\/li>\n
- Company blog:<\/strong>\u00a0Create blog posts highlighting the key takeaways<\/li>\n<\/ul>\n
![\"Best](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Best-Practices-for-ABM-Content-Creation.png\")
<\/p>\nBest Practices for ABM Content Creation<\/h2>\n
Align content with account insights<\/h3>\n
Account insights include details about the target account\u2019s business environment, key individuals, evolving challenges, preferences, and priorities:<\/p>\n
- \n
- Company information:<\/strong>\u00a0Industry, size, location<\/li>\n
- Key decision-makers:<\/strong>\u00a0Decision-makers, influencers, and key stakeholders \u2014 plus their roles and responsibilities<\/li>\n
- Business objectives:<\/strong>\u00a0Short-term and long-term goals, challenges, or pain points they\u2019re currently facing<\/li>\n
- Technology stack:<\/strong>\u00a0Existing tools, software, technologies, and their integration capabilities<\/li>\n
- Historical engagements:\u00a0Previous interactions or transactions between your team and the target account \u2014 for example, whether their representatives attended events your company hosted<\/li>\n
- Market trends:<\/strong>\u00a0Trends and developments within their industry, an analysis of the competitive landscape, and their positioning in the market<\/li>\n
- Buying behavior:<\/strong>\u00a0How they make decisions and what factors influence purchasing decisions<\/li>\n
- Online and offline presence:<\/strong>\u00a0Activities and presence on social media, whether they host or join industry events<\/li>\n
- Financial health:\u00a0<\/strong>Analysis of available financial reports to assess their financial health and understand expense and investment patterns<\/li>\n
- Regulatory and compliance factors:<\/strong>\u00a0Specific compliance or regulatory factors that may affect the account<\/li>\n
- Recent news and press releases:<\/strong>\u00a0Recent news, mergers, acquisitions, or any changes within the target account<\/li>\n<\/ul>\n
You can deliver more personalized and impactful messaging by aligning content with the latest account insights.\u00a0<\/span><\/p>\n
For example, a logistics optimization company finds out that its target global e-commerce firm plans to expand into new international markets. They develop a content strategy that includes best practice guides on optimizing supply chain logistics for global expansion, which they distribute through webinars, social media posts, and\u00a0<\/span>email campaigns<\/span><\/a>.\u00a0<\/span><\/p>\n
Produce high-quality content consistently<\/h3>\n
Your content\u2019s key messaging points should stay consistent with your brand\u2019s values, mission, and objectives. This way, your brand identity remains coherent, making it easier for target accounts to recognize and remember key brand attributes.<\/p>\n
Additionally, adopt a rigorous quality control process to ensure high-quality content \u2014 including in-depth research, engaging multimedia, and error-free writing. Create a content calendar to ensure a steady flow of content and that your content releases align with key events, product launches, or industry trends.<\/span><\/p>\n
![\"Measuring](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Measuring-ABM-Content-Marketing.png\")
<\/p>\nMeasuring the Impact of Account-Based Content Marketing<\/h2>\n
You can\u2019t improve what you can\u2019t measure, so goes an oft-used marketing mantra. Only by measuring ABM performance can you take the appropriate optimization approach.<\/p>\n
Establish key performance indicators (KPIs)<\/h3>\n
KPIs<\/a>\u00a0that make sense align with specific business goals. Some examples:<\/p>\n
- \n
- Pipeline growth:<\/strong>\u00a0Track the number of new opportunities generated by your ABM content marketing efforts and the total value of your sales pipeline over time<\/li>\n
- ABM program effectiveness:<\/strong>\u00a0This includes account coverage, the percentage of target accounts your ABM content marketing efforts have successfully reached and engaged, and account penetration, the percentage of accounts where relationships with key decision-makers are building or have been established<\/li>\n
- Customer acquisition cost (CAC):<\/strong>\u00a0Measure the\u00a0cost of acquiring a new customer<\/a>\u00a0per channel to optimize resource allocation (CAC per channel) and the time it takes to recover new customer acquisition costs (CAC payback period)<\/li>\n
- Customer retention:<\/strong>\u00a0Track the percentage of target accounts that continue to engage with your company over time<\/li>\n<\/ul>\n
Analyze content engagement and conversion<\/h3>\n
Analyzing content engagement and conversion provides valuable insights into the impact of your ABM content.<\/p>\n
Content performance<\/h3>\n
- \n
- Determine the average time on site and the number of pageviews to indicate the level of interest and depth of engagement<\/li>\n
- Identify which assets resonate well with target accounts and track their performance<\/li>\n
- Measure social media engagement through indicators such as shares, likes, and comments<\/li>\n
- Track the percentage of readers clicking on calls to action (click-through rate). This indicates whether the content is compelling enough to encourage further interaction<\/li>\n<\/ul>\n
Conversion<\/h3>\n
- \n
- Measure the conversion rates of various content types (blog posts, white papers, case studies, webinars, podcasts, etc.) This determines which topic or format is the most effective at converting visitors into leads or customers<\/li>\n
- Track how well your content performs at different stages of the sales funnel<\/li>\n<\/ul>\n
Increase the Effectiveness of Your ABM Approach with Content Marketing<\/h2>\n
A large part of ABM\u2019s success hinges on\u00a0content personalization<\/a>. With a well-planned content strategy, you can transform generic outreach into a tailored conversation with high-value accounts.\u00a0To learn more about how ClearVoice can help, connect with\u00a0an expert content strategist<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"
Content marketing, in many ways, is like casting a wide net to catch as many fish as possible. You throw many fish back and only keep those you\u2019re looking for. Meanwhile, account-based marketing (ABM) is like fishing with a spear. You don\u2019t catch as many, but each one you catch, you\u2019ll likely keep. ABM, however, […]<\/p>\n","protected":false},"author":205,"featured_media":51371,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[140,138],"ppma_author":[261],"class_list":["post-51378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-b2b-content","tag-content-marketing-strategy"],"acf":[],"yoast_head":"\n
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- ABM program effectiveness:<\/strong>\u00a0This includes account coverage, the percentage of target accounts your ABM content marketing efforts have successfully reached and engaged, and account penetration, the percentage of accounts where relationships with key decision-makers are building or have been established<\/li>\n
- Key decision-makers:<\/strong>\u00a0Decision-makers, influencers, and key stakeholders \u2014 plus their roles and responsibilities<\/li>\n
- Email:<\/strong>\u00a0Email a direct link to the white paper to key contacts, including the operations manager and chief technology officer (CTO)<\/li>\n
- Social media:<\/strong>\u00a0Craft captivating\u00a0infographics<\/a>\u00a0and social media posts. Share them on LinkedIn, Facebook, and other networks your target account frequents<\/li>\n
- Expand:<\/strong>\u00a0Expand your understanding of target accounts. Map out key stakeholders, determine their pain points, and gather insights to help inform your ABM strategy<\/li>\n
- Complex decision-making:<\/span><\/strong>\u00a0Because a group makes people’s purchase decisions, marketers must address the concerns of various individuals<\/span><\/li>\n