How to Win High-Value Clients with Account Based Marketing

In the age of hyper-targeted prospecting and nurturing, your content marketing program might not be sufficiently surgical. Considering the very nature of B2B marketing, your prospecting list is likely already rather narrow at least when compared with B2C. Hopefully, you’ve already built your buyer personas, too, having gathered and utilized extensive knowledge about their online behavior patterns, sales cycles, pain points and challenges. Account Based Marketing (ABM) simply takes these concerted efforts one step further by identifying key leads and creating and disseminating customized content for each one.In this sense, ABM is significantly more sophisticated than traditional content marketing. Instead of aiming for a type of client, the ABM process focuses on identifying your top handful target clients, getting to know each of them intimately, and publishing specific assets for each of them as individuals. Ultimately, the goal is to position your product or service as the ideal solution to your audience’s problem, an effort that’s actually easier when there is zero ambiguity when it comes to whom you’re trying to influence.