At the very heart of Account Based Marketing is content with new, compelling, useful, and highly relevant information that is 100% focused on the Buyer and is also verifiable. In fact, the success of ABM campaigns depends entirely on such High Value-Add Digital Content.
The lack of high-value add content is why Marketing fails to produce high quality leads in the desired numbers and why many Sales teams complain about the leads they receive from Marketing. It is easy to see why HVADC is critical to generating high quality leads.
We are all busy people who have a lot to do each day. To add to our workload, we receive countless emails and calls that have very little to do with us, and much more to do with the Seller’s products. We quickly become weary of useless and irrelevant information, so that our fingers automatically hit the delete button.
High Value Add Digital Content, on the other hand, is clearly intended for the audience that receives it; understands their issues and concerns; provides a logical and easily implemented framework for addressing the problem; makes the process even easier by providing ready-to-use solutions; and provides evidence of how and why it will work.
Furthermore, true High Value Add Digital Content comes in different modes and is distributed via a variety of ways so Buyers can consume it in their preferred format.
| New | The content must provide something new to be of value—a new and important detail; a new way of looking at an old problem; or a new approach that reduces complexity or ambiguity so that the problem can be addressed more effectively. |
| Compelling | The content must tell a story that pulls the viewer in deeper, wanting to find out more. |
| Useful | The content must provide information that clearly identifies relief from significant pain and appears to be readily implementable |
| Targeted | The content is highly targeted on the audience as it discusses their challenges and opportunities, as well as how the solution would be implemented within their context. |
| Verifiable | The content must fortify its claims with research-based evidence, case studies, and other forms of evidence that demonstrate the efficacy of the solution. |
Assembling such High Value Add Digital Content requires a good deal of thought, research, and story-telling ability— not to mention skills in writing, visually packaging, and digitally distributing the content over a variety of media. It takes both skill and intensive labor to produce. However, HVADC dramatically improves both the quality and quantity of leads generated, as we can see in the following two client case studies.
Sellers that implement ABM with High Value Add Digital Content can see their sales pipeline grow by as much as 300% to 500% within six months.
Click here to read about how the implementation of ABM helped two clients meet their business goals.