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How can you create a content framework that supports account-based marketing?

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Account-based marketing (ABM) is a strategic approach to B2B marketing that focuses on targeting and engaging specific accounts with personalized and relevant content. ABM can help you increase your conversion rates, shorten your sales cycles, and build stronger relationships with your prospects and customers. But how can you create a content framework that supports your ABM goals and aligns with your buyer's journey? Here are some steps you can follow to craft a content strategy that works for ABM.

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Priyam Mahajan

Senior Manager - Marketing at PwC's Academy Middle East

1 Identify your target accounts

The first step in creating a content framework for ABM is to identify and segment your target accounts based on their industry, size, location, pain points, goals, and decision-makers. You can use data from your CRM, website analytics, social media, and third-party sources to create a list of high-value accounts that match your ideal customer profile and have a high potential to buy from you. You can also use tools like Leadfeeder or Demandbase to find out which companies are visiting your website and what pages they are viewing.

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2 Map your buyer's journey

The next step is to map out the buyer's journey for each target account segment and understand their needs, challenges, motivations, and preferences at each stage. The buyer's journey typically consists of three stages: awareness, consideration, and decision. At each stage, you need to identify the key questions, objections, and criteria that your prospects have and how you can address them with your content. You also need to identify the key stakeholders and influencers involved in the buying process and tailor your content to their roles and interests.

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3 Create your content plan

Mapping your buyer's journey is the first step to creating a content plan that outlines the types, formats, topics, and channels of content you'll use to attract, engage, and convert your target accounts. Your content plan should include goals that are specific and measurable, themes that relate to your value proposition and target accounts' pain points and goals, formats that showcase your expertise and credibility (such as blog posts, ebooks, white papers, case studies, webinars, podcasts, videos, infographics), channels to distribute your content (email, social media, paid ads, SEO, referrals), and personalization strategies (dynamic content, personalized landing pages, account-specific offers).

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Priyam Mahajan

Senior Manager - Marketing at PwC's Academy Middle East
举报内容
In today’s evolving age of content marketing, B2B customers consume content like B2C customers. No one wants to be sold a product - irrespective of the market, everyone wants a story. It is critical that the content strategy and plan has a human connection to it. A digital first approach is key to the content strategy and it must be aligned to all the stages of the customer funnel, even post purchase. IDC’s Adaptive Customer Engagement ( ACE) model is a great framework for a relevant, agile and contemporary content strategy and plan that focuses on content creation that helps a customer connect with the brand.

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4 Produce and distribute your content

The next step is to produce and distribute your content according to your content plan. You need to ensure that your content is high-quality, engaging, informative, and consistent with your brand voice and style. You also need to optimize your content for SEO, keywords, and conversions. To distribute your content, you need to use the right tools and platforms to reach your target accounts and track their engagement and behavior. You can use tools like HubSpot, Marketo, or Outreach to automate and personalize your email campaigns, social media posts, and landing pages.

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Priyam Mahajan

Senior Manager - Marketing at PwC's Academy Middle East
举报内容
With the traditional customer funnel becoming redundant, businesses need to change perspective on how they are disbursing content to their customer. Orgs. don buy, people do. It’s imp to understand all the stakeholders in your purchase and consumption ecosystem and their preferred touch points. Ex: A detailed thought leadership piece continues to hold value to establish your and your brand’s expertise. But it’s adoption may be better if it’s supported wit a teaser video, a downloadable audio version and a series of perspective podcasts that highlight the key findings. A press article is great but the campaign shud be supplemented with complimentary client speak testimonials on social and clever byte sized advertising.

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5 Measure and optimize your content

The final step is to measure and optimize your content performance and impact on your ABM goals. You need to use analytics and feedback tools to track and analyze the key metrics and indicators that reflect your content goals. For example, you can measure the traffic, views, downloads, shares, comments, leads, opportunities, and revenue generated by your content. You also need to collect and act on the feedback and insights from your target accounts and sales team to improve your content quality, relevance, and effectiveness. You can use tools like Google Analytics, Hotjar, or SurveyMonkey to gather and analyze data and feedback.

Creating a content framework that supports ABM requires a clear understanding of your target accounts, their buyer's journey, and their content needs and preferences. By following these steps, you can create a content strategy that helps you deliver the right content to the right accounts at the right time and achieve your ABM objectives.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a content framework that supports account-based marketing?

1

2

3

4

5

6

1 Identify your target accounts

2 Map your buyer's journey

3 Create your content plan

4 Produce and distribute your content

5 Measure and optimize your content

6 Here’s what else to consider

B2B Marketing Strategy

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How can you create a content framework that supports account-based marketing?

1

2

3

4

5

6

1 Identify your target accounts

2 Map your buyer's journey

3 Create your content plan

4 Produce and distribute your content

5 Measure and optimize your content

6 Here’s what else to consider

B2B Marketing Strategy

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感谢您的反馈

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