Every entrepreneur wants to find out ways of generating quality B2B leads in a cost-effective manner. A well-developed content marketing plan can be very much instrumental in that.
By collecting a library of good-quality content, a marketer can target prospects at different stages of the buyer’s journey.
However, it is not as easy and practical as other strategies. To target a specific market group that is continuously pinging for your products or services, you need a well-defined Account-based Marketing or ABM in place.
ABM uses many methods to generate leads, but the most popular and effective is content syndication. It is a successful method to expand the audience. At the same time, it will improve brand recognition as well.
ABM content marketing also helps in breaking into new market areas and customers.
If you do not know how to generate leads using ABM content marketing, then here is a detailed explanation for you.
First, let’s understand what is Account-based Marketing, or ABM?
ABM is a strategic method in which one can create a personalized experience for particular business accounts. With the help of ABM, you can filter out substandard leads and focus on only those that are valuable for the business.
It is needless to say that it is a method of creating a more personalized customer journey. It deals with the pain points and concerns of a specific customer.
When such a high level of personalization is there, you get a very good rate of conversion for the efforts.
The ways to generate leads using ABM content marketing
Once you identify the target group, now is the time to act. You can use ABM techniques to generate leads. Here are some ways to incorporate lead generation into the ABM strategy.
What does it mean? It means you should create content that provokes potential buyers to exchange their information. And this you need to do periodically. With every interaction, you add value.
There is a great importance of strategic outreach in ABM content marketing.
Since you have specific information about your prospective buyers, it is easy for you to create lead magnets to resolve a particular problem of your prospect. You need some time to formulate the ABM strategy, but once it is done you can make use of it very well.
Use the lead magnet to reach a new audience. An intelligent way of using ABM for lead generation is to keep the content 80 percent similar and make 20 percent of it customized for the particular account.
It is quite easy to create a network of prospects when you use ABM content marketing. You can make a network of customers that are similar to your base customer. Remember, it is always better to approach a warm audience than the cold audience.
You can make content for those platforms where your prospective customers spend time. The aim should be to warm up your customers whenever it is possible.
There are many Social Media algorithms that can help you to find an audience that matches your existing audience. By integrating social media algorithms, you can scale the ABM lead generation and build a good customer base.
Lead generation is a perpetual activity. You should never stop the process of engaging a new audience. There may be customers, who are not interested in your business today. But they may become your customer tomorrow. Your ABM content marketing strategy will help in this.
You should wear the shoes of the customer and understand their biggest pain and challenges. Try to give a solution for it. And gradually, it will build trust with the brand. Once a certain level of warmth is generated, you can use the lead magnet strategically.
We know that ABM is nothing but personalization. When you want to take advantage of personalization, you need high levels of automation. Hence, you need to incorporate it whenever it is possible. Whether it is in making a content calendar or gathering information about prospects, you need personalized strategies.
You cannot ensure that the content reaches every individual in the first attempt. You may have to run it many times. By using automation methods, you can scale your business up.
To get excellent results, keep the sales and marketing teams aligned. Always measure the ROI and alter strategies to extract the maximum juice.
ABM content marketing can do wonders, but you will have to put a great effort into leveraging the same. It is part of your strategic planning. When you combine ABM with lead generation, it is the best scenario. Deep customer relationships can expand the business. And ABM can act as an effective tool in that.