Get Social With Account-Based Marketing

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Get Social With Account-Based Marketing:5 Steps to Bring Social Into Your ABM Strategy

Amelia Ibarra, Social Media and Influencer Marketing Manager, EverString@everstring

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Your Speaker

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Amelia IbarraSocial Media and Influencer Marketing

Manager @miadia

• Social Media and Influencer Manager for EverString

• Background in using account-based marketing with B2C companies

• Previously quoted on Inc., Mashable and the Pinterest for Business book

• Avid hockey fan from Southern California

• Has a rescued Formosan Mountain dog named Nova

So you’re embracing an account based marketing strategy …

• You’ve selected your your target accounts

• Your sales and marketing teams are working together to execute integrated plays

• Your stack is ready to execute account-based marketing… It’s all going great

Except for one area …

SOCIAL MEDIA!

But have no fear!

We’ll show you how to navigate the social wild to bring social media into your account-based marketing strategy to become unstoppable.

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5 Steps to Bring Social Into Your ABM Strategy

1.Map Your Target Audience to Social Media 2.Social Listening = Insights 3.Build Relationships 4.Hone In With Social Ads5.Bringing It All Together

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Map Your Target Audience to Social Media

The first step to reaching the right audience on social media is identifying who they are

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2 Ways to Identify Your Target Account for Social

1. Hand picking2. Predictive audience selection

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Method 1 – Hand Picking

For:Starting your social ABM policyOR if your target account list is too big

Have each our your sales reps pick their top 5 companies and build out an excel list- Be sure to include email

addresses!11

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Method 2 – Predictive Audience Selection

ABM starts with

Audience Selectionis the process of using

data to identify the most relevant prospects…

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What are segments?A segment is defined to effectively identify the right audience to receive a message. Often the message is product related, but can also be for an individual campaign or even just a territory.

What is a seed list?A seed is a list of companies that represent the segment you would like to communicate. This is a simple list of company names and URLs

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Video subscribers as a seed list

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Social Listening = Insights

Now that you know the who, it’s time to focus on the what

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Listening to what your target accounts have to say on social is extremely valuable.

Without that, you’re just adding to the noise.

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For Marketing: Set up a private list on Twitter with the handles of your target accounts.

Two Ways to Execute: Manually find accounts Use a platform like

Social123 to take out the guesswork

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Tip: Be sure to include the influencers at the company, usually populated in the search window

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Lists are kind of like breakfast cereal …

Important to start your day with

But harmful if you fill don’t have a balanced meal

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Sales and marketing should work together to add social media into the ABM mix and ‘balance’ out the breakfast

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For Sales: Take an account-based sales approach by finding the right people to speak to within your target accounts. Use the Twitter lists

created by Marketing Use a tool like LinkedIn

Sales Navigator to find your ideal buyer

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Look at the prospect’s profile to find any highlights or tidbits of information that are relevant to the sales cycle.

Profiles and posts can give you the insights you need to deliver personalized messages. 27

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Once you’re attuned to what your target accounts are saying on social, how do you act on those insights to take your social ABM to new heights?

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Build Relationships

There’s a reason it’s not called cold tweeting

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Build Relationships

Your 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 prospect’s recent Tweet or Post.

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Build Relationships

Start building relationships: ‘Like’ a post on their

Facebook Re-tweet some of their

content Share one of their

articles on your LinkedIn

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Build Relationships

Engage the influencer at the account you’re trying to close.

For example, if you were going after a TOPO, you would want to engage Craig Rosenberg

Re-tweet their article or relevant business piece

Have everyone re-tweet

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• Personalized outreach

• Insights for content / message creation

• Build familiarity • Know exactly who

to target and how with social ads

How does this all help?

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Hone In With Social Ads

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How do you scale account-based social?

Target account lists

Insights Relationships

Use social ads to: Target top

accounts already in your funnel

Target lookalike accounts 36

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Reaching Target Accounts with Twitter Ads

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Using Twitter ads manager: Upload your target account list Twitter needs email addresses at the very

least

‘The leads within my target accounts are business emails but don’t people usually sign up with personal emails?’

We know what you’re thinking ..

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Audience too small?

If you’re hand picking, expand the # of leads you get from each sales rep

Use predictive marketing to expand your target audience using predictive segments

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Run a campaign:

Pick your objective

Choose your target account list in section 2

Set your budget Use any insights

to customize your Creatives

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Reaching Target Accounts with Facebook Ads

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Using a combination of Facebook Ads Manager + Marketo

Upload your target account list to Marketo (it may already be there)

Use an existing target account list in Marketo

Utilize Ad Bridge

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Run a campaign: Pick your

objective Boost your post Send people to

your website Collect leads for

your business Use your custom

audience If they’re small,

try grouping them together

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Reaching Target Accounts with LinkedIn Ads

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Using LinkedIn Campaign Manager:

Currently doesn’t allow for list uploads

Manually add target accounts

Beneficial since LinkedIn targeting is accurate based on user profiles

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Using LinkedIn Campaign Manager:

Only allows for 100 companies at a time Use a mix of hand-selection and predictive to select

the 100 Set up ‘duplicate campaigns’ if you have a larger list;

each with 100 companies but with the same content

EverString Early Results:• Twitter:

– 2x the CTR for ABM audience – 5x the amount of Twitter

sourced leads (month-over-month) in a 1 month period

• Facebook: – Marketing impact on funnel

• LinkedIn : – 74 % CTR for ABM audience,

2x LinkedIn benchmarks

What Kind of Results Can You See?

So now that you know how to set up account-based social media plays and deliver messages to target accounts on social,

How do you bring it all together?

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Bringing It All Together

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ABM + Social Touchpoints 1. 360 Campaigns 2. Ad Optimization3. Spend Optimization4. Content marketing 5. Analyze & Optimize

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360 Campaigns

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Social media should be thought of as a nurturing touch point that affects:

Content Demand Gen Video

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360 Campaigns

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Sales and marketing can work together to engage in social selling. Take it a step further by: Showing reps how to create

their own lists Have them engage regularly

with their key accounts In-house social media

training Provide them with

personalized account content

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Ad Optimization

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Deliver ads to target accounts

Use sales and marketing insights to customize ad copy

Use insights to help choose the right image

Mix ads with organic posts and biz outreach

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Spend Optimization

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Use your target account list to spend where it counts

Use a social sharing platform to have employees like, share, or tweet posts from key accounts

This shows them the love and boosts their social presence!

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Content Marketing

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Content + Social should be BFFs! Personalize content

based on social presence

Use social to source key news and insights employees like, share, or tweet posts from key accounts

Optimize social ads with best-performing content

• Run A / B testing on ads to your target accounts

• Pick the right objectives, try different ad types

• Track your CPC in the platform

• Track your socially sourced leads

• Track the touchpoints

How Can I Make Sure It’s Working?

Get Social With Account-Based Marketing

Marketing

Transcript of Get Social With Account-Based Marketing