Account-based marketing (ABM) helps businesses establish meaningful connections with their target audiences. It is a strategic approach that focuses on identifying and targeting specific, high-value accounts with personalized marketing and sales efforts.
The ABM Lite methodology makes things simpler. The process leverages data to identify and prioritize promising prospects. From there, it is easier to make the most of your resources, boosting conversions by bringing a smaller pool of better-qualified leads into the funnel.
Marketing strategies have been shifting in a more personalized and targeted direction for years. In this landscape, ABM and/or ABM Lite are essential components of modern B2B marketing.
Understanding Value-based Content
Value-based content is the cornerstone of effective ABM and ABM Lite strategies. Content in this category is tailored toward unique consumer needs, challenges, and pain points. Accounts are targeted and addressed specifically, with special attention paid to what drives and motivates their product acquisition journey.
Where traditional marketing content focuses on highlighting product features, value-based content prioritizes providing relevant, useful messaging that resonates specifically with decision-makers.
Examples can include everything from:
- Educational guides
- Infographics
- Articles that address common pain points
Value-based content establishes trust and credibility with the audience. This, in turn, increases engagement, improves customer loyalty, and positions the brand as a valuable resource and solution provider.
Why Value-based Content Matters in ABM
Value-based content reflects the essential ABM goal of establishing credibility and trust within targeted accounts. By offering expertise and solutions to specific challenges through value-based content, businesses can establish themselves as trusted advisors and industry thought leaders. As Laura Hill, Co-Owner and CSO of Breezy Hill Marketing explains,
“You’re trying to make their lives easier, trying to help them by providing them with information, content, and assets that will inform them about what they’re doing in their business.”
Personalized, highly relevant content drives engagement and nurtures prospects as they advance through the buying journey. When done effectively, value-based content differentiates brands and positions companies as go-to service providers for targeted accounts.
“You need a really solid, inbound content program to do this,” Laura says. “It’s classic content marketing. And if you don’t have it already before you implement ABM, then you have to develop it in alignment with your ABM program.”
Key Benefits of Using Value-based Content in ABM
Value-based content enhances relevance and personalization by addressing individual account needs and pain points. This improves conversion rates and revenue generation. Prospects are guided through their buying journey with content that provides true value.
It also establishes brands as thought leaders. Differentiation is both elusive and valuable. Showcasing an understanding of the nuanced concerns that targeted accounts face sets brands apart and, consequently, drives sales.
Best Practices for Creating Value-based Content in ABM
You can create value-based content by conducting thorough research. Start by assuming the perspective of your target accounts. What are their needs? Where are their pain points? Once you understand their persona, you can tailor your content strategy accordingly.
Examples and Case Studies
Breezy Hill worked closely with PatientBond, a healthcare technology company. Our goal was to further their account-based marketing efforts. We did this primarily through LinkedIn and email campaigns.
We targeted C-suite personas with accessible but useful concepts that reflected their pain points. To ensure that the messages reached the right people, we employed scheduled social media posts, landing pages, and automated email drip campaigns.
The results were significant, including an almost 20% increase in overall sessions and a 5,500% increase in LinkedIn users.
Measuring Success and ROI
Measuring the success and return on investment of value-based content within ABM campaigns is essential for gauging alignment with business objectives. Not only does it optimize resource allocation but it also demonstrates the impact of the campaign to stakeholders.
Success can be measured by several key performance indicators. These include:
- Engagement metrics
- Conversion rates
- Pipeline influence
Hubspot provides tools for tracking all of these metrics.
ROI can be tracked by utilizing attribution models and analytic tools to attribute conversions to specific ABM initiatives. This process allows for informed decision-making and continued refinement of content strategies tailored toward high-value accounts.
By prioritizing value creation and leveraging content as a strategic asset, businesses can foster long-term relationships with their target accounts while driving sustained growth and profitability.
Educational resources, thought leadership content and personalized messaging add value to the customer experience. This is essential for building trust, driving engagement, and achieving success within the ABM framework.
Click here to learn more about account-based marketing.
