Content Strategies for Account-Based Marketing And Sales
Content is the fuel that drives account-based marketing and sales, but getting the right content in front of target accounts can be a challenge. Sales and marketing need to work together to provide prospects with relevant and valuable content at every stage of the buying cycle. But how?
Follow these steps to achieve ultimate Account-Based Marketing and Sales success:
Know Who Your Target Audience Is
Before starting any kind of content creation, it’s vital you understand who your ideal target market is. Take a look at the list of accounts you want to target, and identify their industries. Then, take a look at the prospective customers for each account and determine their personas.
Audit Your Content
Perform a content audit and label existing content by industry and persona. Categorizing your accounts this way makes it easier to figure out which content to send to which buyer at each account. If the necessary content does not yet exist, then you’ll need to create it!
Personalize Your Message
Sending the right content is a good place to start, but the real differentiator in account-based marketing and sales is personalization. Most prospective customers prefer personalized emails. When ABM and ABS combine relevant content with personalized messages for the buyer, the results are much greater. In fact, personalized emails generate up to six times the revenue per email than do non-personalized emails, according this Email Market Study.
Tell a Compelling Story
The use of content to create a riveting story is a great way to inform your clients and prospective customers about your products and services. Share customer anecdotes, success stories and cautionary tales. These stories are powerful because they are informative and real, and more entertaining than the hard numbers. Telling a compelling story captivates your buyers, which makes them more likely to engage with your brand.
Delivering a steady stream of high-value content helps build rapport, develop deeper relationships, and establish trust with your target buyer. When marketing and sales messages are aligned, they can present products and services in a more convincing, highly captivating and meaningful manner, creating loyal customers over time.
Content has made a huge impact on modern business, but it’s not effective without the proper strategy in place. It’s all about getting the right content in front of the right accounts at the right time, so that it resonates with your target buyer.