Content Marketing and Account Based Marketing: a winning duo
Posted: Sun Dec 22, 2024 6:54 am
Content Marketing is an excellent way to generate qualified leads; however, results start to be seen in the medium term and this can be discouraging for companies that require immediate achievements. Another way to capture qualified leads faster is Account Based Marketing, and both marketing techniques can come together to provide excellent results. We tell you how in this article.
First, a quick review…
Before we talk about how to integrate these marketing techniques, we think it's a good idea to remember what each of them consists of. As we have discussed in previous notes, Account Based Marketing is based on the creation of a personalized outreach strategy for each target company. These are usually large companies, so sales and marketing focus their efforts on a few accounts with very good ROI possibilities.
For its part, Content Marketing, according to the Content Marketing Institute , is “a strategic approach to marketing that seeks to create and distribute relevant, valuable and consistent content to attract and retain a defined audience and, ultimately, trigger profitable action from customers.”
Now, how to integrate Content Marketing and ABM?
As we have already said, Content Marketing is based on offering valuable content to leads and prospects, with the aim of helping them advance in their purchasing decision process and, in the end, end up choosing your company as the provider of the solution to their problem. And for its part, Account Based Marketing is based on personalized communication to win over prospects.
Taking this into account, we can integrate Content Marketing and ABM through:
Identifying buyer personas , based on information about target companies and their vietnam mobile number decision makers, will provide a solid foundation for creating communication strategies.
Taking into account the profile selection made, you will be able to create content and communication strategies that are much more related to the pain points of your potential buyers.
Provide value by sending useful content along with each message; for example, sharing a relevant blog article or an eBook, which helps guide prospects through the purchasing process and achieve greater conversions.
Delighting those who become your customers by sending them more content afterwards, so they can become ambassadors for your brand.
In this sense, a simple example of the combination of both marketing strategies could be (assuming that your company is an analytics solutions vendor) the publication of a blog post about Financial Analytics on your website or company page on LinkedIn, and then disseminating it through personalized ABM campaigns, offering it as valuable content to understand a little more about, let's say, the problem of financial data analysis in SMEs.
Content Marketing is an excellent support so that ABM campaigns do not remain only as Outbound efforts and give them an added value that your prospects will appreciate.
As you can see, ABM and Content Marketing are not as opposite as they seem, but on the contrary, they complement each other perfectly to obtain a robust marketing strategy that helps you convert more large accounts into loyal customers.
First, a quick review…
Before we talk about how to integrate these marketing techniques, we think it's a good idea to remember what each of them consists of. As we have discussed in previous notes, Account Based Marketing is based on the creation of a personalized outreach strategy for each target company. These are usually large companies, so sales and marketing focus their efforts on a few accounts with very good ROI possibilities.
For its part, Content Marketing, according to the Content Marketing Institute , is “a strategic approach to marketing that seeks to create and distribute relevant, valuable and consistent content to attract and retain a defined audience and, ultimately, trigger profitable action from customers.”
Now, how to integrate Content Marketing and ABM?
As we have already said, Content Marketing is based on offering valuable content to leads and prospects, with the aim of helping them advance in their purchasing decision process and, in the end, end up choosing your company as the provider of the solution to their problem. And for its part, Account Based Marketing is based on personalized communication to win over prospects.
Taking this into account, we can integrate Content Marketing and ABM through:
Identifying buyer personas , based on information about target companies and their vietnam mobile number decision makers, will provide a solid foundation for creating communication strategies.
Taking into account the profile selection made, you will be able to create content and communication strategies that are much more related to the pain points of your potential buyers.
Provide value by sending useful content along with each message; for example, sharing a relevant blog article or an eBook, which helps guide prospects through the purchasing process and achieve greater conversions.
Delighting those who become your customers by sending them more content afterwards, so they can become ambassadors for your brand.
In this sense, a simple example of the combination of both marketing strategies could be (assuming that your company is an analytics solutions vendor) the publication of a blog post about Financial Analytics on your website or company page on LinkedIn, and then disseminating it through personalized ABM campaigns, offering it as valuable content to understand a little more about, let's say, the problem of financial data analysis in SMEs.
Content Marketing is an excellent support so that ABM campaigns do not remain only as Outbound efforts and give them an added value that your prospects will appreciate.
As you can see, ABM and Content Marketing are not as opposite as they seem, but on the contrary, they complement each other perfectly to obtain a robust marketing strategy that helps you convert more large accounts into loyal customers.