Creating Vertical-Focused Content for Account Based Marketing - Dos and Donts

After determining the vertical focus for your company based on Part 1 of the blog series, it is now time to outline the content needed to engage your target prospects.

“75% of B2B customers prefer offers tailored to their needs” – Aberdeen Research

Content creation can seem like a herculean task. Many brands are trying to stay ahead of the technology curve and create content pertaining to the next big wave. Don’t get me wrong, creating content to be ahead of your competition is needed and beneficial. However, don’t forget to create content that is relevant to your clients’ and prospects’ needs.

Determining what content is relevant. Where to start?

Start by understanding the purchasing trends within a vertical. What services and products are common across the customer base?
Similar to choosing your top verticals, don’t simply select the top 3-5 products, based on sales. Here are some metrics that you may want to consider.

1) Margin of the product or service
2) Average order size with product or service
3) Average attachment sales
4) Average days of purchase after first order with the customer
5) Frequency of reorder

After collecting this data, determine your marketing objective. Since new client acquisition is a key marketing objective for most companies, we will use this as the example.
For customer acquisition, products or services that have the following characteristics should be considered. (These are examples, and your company or team may consider different metrics)

1) High frequency of inclusion in first purchase
2) High average order size
3) High average attachment sales