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Fall Crazy in Love with Account Based Social

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2 Your SpeakerAmelia Ibarra@miadia

Social Media and Influencer Marketing ManagerBackground in B2C worldHas a rescue dog named NovaGame of Thrones fanInstagram is my favorite social media platform

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So youre embracing an account based marketing strategy

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@everstring @miadiaAccount-Based Marketing Process:Select your target accountsLay out your goals with accountsDiscover insightsDevelop personalized contentEngage with target accountsRun account-focused plays

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Its all going great Except for one area

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SOCIAL MEDIA

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@everstring @miadia

Time to fall crazy in love with account based social!

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@everstring @miadia5 Steps to Fall Crazy in Love with Account Based Social Find Your Target Audience on Social Media Social Listening = Insights Build Relationships Scale With Social Ads Use Social ABM Hacks

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Step 1 Find Your Target Audience on Social

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Identify your target target accounts; define your social strategy

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@everstring @miadiaHow Do You Choose Target Accounts?Manual selection between marketing, sales, and executivesManual selection by marketingManual selection by salesRules-based segmentation in marketing automationPredictive marketing

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@everstring @miadiaCreate Target Account Tiers

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@everstring @miadiaUse Predictive for Account Selection

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@everstring @miadiaUse Predictive for Account Selection

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Step - 2Social Listening = Insights

@everstring @miadiaSocial Listening = InsightsYou have your target accounts now what?

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@everstring @miadiaSocial Listening = Insights

Tier 1 + 2 Accounts : Marketing uses private Twitter listsSales rep utilize their own listening streams

Tier 3 Accounts:Build out list

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@everstring @miadiaSocial Listening = Insights

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@everstring @miadiaSocial Listening = InsightsTip: Be sure to include the influencers at the company, usually populated in the search window

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@everstring @miadiaSocial Listening = InsightsSales and marketing should work together to add social media into the ABM mix

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@everstring @miadiaSocial Listening = InsightsTake an account-based sales approach with tools like LinkedIn.

Use LinkedIn Sales Navigator to find your ideal buyerSee what insights you can gleam from the prospects profile

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Step - 3Build Relationships

@everstring @miadiaBuild RelationshipsTheres a reason its not called cold tweeting

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@everstring @miadiaBuild RelationshipsYour prospect is likely to have a crowded inbox, but not a flood of @ mentions.

Try reaching out with a relevant piece of content in reply to a prospects recent Tweet or Post.

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@everstring @miadiaBuild RelationshipsBack-to-basics

Like a post on their FacebookRe-tweet some of their contentShare one of their articles on your LinkedIn

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@everstring @miadiaBuild RelationshipsPut it all together

Tier 1 + 2 Sales + Marketing relationship building Personalized outreach on social based on TierTier 3 Outreach with adsTargeting with industry or vertical related content

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@everstring @miadiaBuild Relationships

And remember Winter is coming Engage the influencer!

Re-tweet their article or relevant business pieceHave everyone re-tweet

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@everstring @miadiaBuild Relationships

How does this all help?Personalized outreach Insights for content / message creationBuild familiarity Know exactly who to target and how with social ads

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Step - 4Scale Up with Social Ads

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Use social ads to:

Create another touchpointReach your target accountsIncrease brand awareness with companies that are a good fit for you but dont know it yet

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@everstring @miadiaScale Up With Social Ads

Hold on..

The leads within my target accounts are business emails but dont people usually sign up with personal emails?

UHHH..

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@everstring @miadiaScale Up with Social AdsTo get started:

Upload your list of target accounts to Twitter and FacebookPick your top tier accounts to manually upload to LinkedIn

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@everstring @miadiaScale Up with Social AdsNext steps:

Run a campaign: deliver ads to your target account listUse social listening and predictive insights to customize your ad creatives for target accounts

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@everstring @miadiaScale Up with Social Ads

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@everstring @miadiaScale Up with Social AdsWhat kind of results can you see:

Twitter: 2x the CTR for ABM audience 5x the amount of Twitter sourced leads (month-over-month) in a 1 month periodFacebook: Marketing impact on funnelLinkedIn : 74 % CTR for ABM audience, 2x LinkedIn benchmarks

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@everstring @miadiaHow Can I Make Sure Its Working?

Run A / B testing on ads to your target accountsPick the right objectives, try different ad types Track your CPC in the platform Track your socially sourced leadsTrack the touchpoints

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Step 5 Use these account based social hacks

@everstring @miadiaABM Social Hacks

Hack # 1 - Add account-based social touchpoints to an upcoming campaign ..

Content; ebooks, whitepapersVideosEmailsEvents Accelerator campaigns

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@everstring @miadiaABM Social Hacks

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@everstring @miadiaABM Social Hacks

Hack # 2 Use tools to make it easier

List Building:If This Then That Social Selling:Engagio PlaymakerSocial Tracking:Hootsuite URL parameters

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@everstring @miadiaABM Social Hacks

Hack # 3 Develop a brand aesthetic for social

Adobe PhotoshopCanvaPablo by Buffer (they also have an Instagram scheduler!)VSCO camColor Story

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@everstring @miadiaTop 3 ABM Social TakeawaysThink of social media as an added touchpoint for account-based marketing that both sales + marketing need to use in order to be successful

Use tiers to help determine what level of personalization your target accounts should receive on social. Scale up using social media ads and helpful tools.

On social, it pays to be creative! Use your target accounts socially posted content to your advantage.

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Questions?Get in touch!

Twitter: @everstring@miadia

Instagram:@everstring@miadia15

amelia@everstring.com

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