Account-Based Content Marketing
Modern-day companies no longer place costly ads to disperse information about their business. In today's marketing world, this information is better delivered in a series of highly relevant pieces, strategically targeted during a time in the buyer's journey when the reader needs it most. Breaking out the content like this allows the potential customer to consume the information on their timeline and in the format they choose. This less-intrusive tactic in modern marketing allows your company to establish trust and thought-leadership with your best leads over time without your sales team ever having to pick up the phone.
Building Your Library of ABM Assets
Each piece of content your company publishes should exhibit your thought leadership and expertise in the industry. The series of assets you put together serve a purpose--to educate the potential customer, teach them best practices, pre-emptively answer questions they may have, and usher them along their buyer's journey.
Sharing Your Story
The purpose of investing in impeccable content is to tell your company's story in a way that compels readers to continue along the buyer's journey. Today's savvy consumers expect information and an education about your solutions before they consider making a purchasing decision. Strategic businesses leverage these expectations and create content that shares the company's story while leading prospects down the path to purchase.
Your Story's Setting
Every story has a beginning, middle, and an end. Your company's story is no different. The start of your story should set the stage by building the prospect's awareness of their problem and identifying some potential solutions for them. Successful formats for early stage content include blog articles, whitepapers, eBooks, or infographics. Monitoring the interactions your contacts have with this content helps to develop a lead score which is used to qualify the prospect.
The Heart of Your Story
After the lead has been qualified and is handed off to the sales team, middle stage content aids in converting the lead into an opportunity. The purpose of middle-stage content is to help educate your prospects about the heart of your company's story; the solutions you have to offer. Delivering content that resonates well during this stage is usually in the form of case studies, webinars, video testimonials, and social media engagement. LinkedIn is especially useful for account-based marketing as it allows the account executive to connect personally with prospects.
A Happy Ending
Every story eventually comes to an end. For your business, a happy ending includes turning an opportunity into a closed sale and creating a long-term, happy customer. During the end of your story, content should focus on helpful tools to aid in implementing your solutions and include ways to foster a healthy and ongoing relationship with the customer. End stage content takes on many forms, but is most effective when delivered as a checklist, implementation or comparison guides, "how-to" persuade a decision maker, or a document detailing the expected return on the investment. These formats provide the information that compels the opportunity to take the leap and become a delighted customer.
Infusing Your Story with Personalization
Account-based marketing amplifies the impact of your story by tailoring your content to the targeted contacts within a high-value account. To create the most compelling content for your account-based marketing campaigns, you must have well-developed personas paired with highly personalized messaging. Your targeted contacts within your high-value accounts should know beyond a shadow of a doubt that you are communicating directly with them, and not the masses.
Inject Relevance Into Your Story
The initial step in developing an account-based marketing plan includes working with sales to create an ideal customer profile (ICP), including the industry and the size of the company (in terms of annual revenue and number of employees). Inserting details unique to your ICP directly into your content customizes the content relevance into your story.
Connect the Dots with Your Story
Enterprise level high-value accounts include a cast of characters that play a role in a purchasing decision. From the Chief Executive Officer to the end-user, each plays a part in the story. A successful account-based marketing plan defines a persona profile unique to each business role, develops content addressing the needs of that persona, and delivers it at the optimal time using the persona's preferred format and channels.
Using Technology to Tell Your Story
Without the use of modern marketing automation and CRM technologies, it would be difficult to implement an effective account-based marketing plan. Before developing your library of content, it is important to consider the methods you will be using to identify your ICP and personas so you can determine how to distribute your content. Thankfully, today's technologies make it possible to deliver a majority of your content via digital channels. Other benefits include a centralized hub where you can host webinars or store gated assets, such as whitepapers and eBooks, to attracts visitors to complete a lead form.
Ignitium's team of account-based marketing professionals would love an opportunity to show you how to grow your business with personalized and relevant content that connects-the-dots and closes sales. Call one of our representatives today to capitalize on your story's happy ending.