fall crazy in love with account based social

Fall Crazy in Love with Account Based Social

2

Your Speaker

Amelia Ibarra@miadia

• Social Media and Influencer Marketing Manager

• Background in B2C world• Has a rescue dog named Nova• Game of Thrones fan• Instagram is my favorite social

media platform

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So you’re embracing an account based marketing strategy …

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Account-Based Marketing Process:1. Select your target

accounts2. Lay out your goals with

accounts3. Discover insights4. Develop personalized

content5. Engage with target

accounts6. Run account-focused

plays

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… It’s all going great

Except for one area …

SOCIAL MEDIA

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Time to fall crazy in love with account based social!

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5 Steps to Fall Crazy in Love with Account Based Social1. Find Your Target Audience on

Social Media 2. Social Listening = Insights 3. Build Relationships 4. Scale With Social Ads5. Use Social ABM Hacks

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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How Do You Choose Target Accounts?

1.Manual selection between marketing, sales, and executives

2.Manual selection by marketing3.Manual selection by sales4.Rules-based segmentation in

marketing automation5.Predictive marketing

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Create Target Account Tiers

Tier 1 (20-50)Exec selection

Tier 2 (100-200)Rep and Predictive Selection

Tier 3 (500-1000)Predictive Selection

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Use Predictive for Account Selection

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Use Predictive for Account Selection

Step - 2Social Listening = Insights

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Social Listening = Insights

• You have your target accounts … now what?

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Social Listening = Insights

Tier 1 + 2 Accounts : • Marketing uses private

Twitter lists• Sales rep utilize their own

listening streams

Tier 3 Accounts:• Build out list

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Social Listening = Insights

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Social Listening = Insights

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

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Social Listening = Insights

Sales and marketing should work together to add social media into the ABM mix

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Social Listening = InsightsTake an account-based sales approach with tools like LinkedIn.

• Use LinkedIn Sales Navigator to find your ideal buyer

• See what insights you can gleam from the prospect’s profile

Step - 3Build Relationships

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Build Relationships

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

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Build 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 prospect’s recent Tweet or Post.

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Build RelationshipsBack-to-basics

• ‘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 RelationshipsPut it all together

• Tier 1 + 2 – Sales + Marketing

relationship building – Personalized

outreach on social based on Tier

• Tier 3 – Outreach with ads– Targeting with

industry or vertical related content

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Build RelationshipsAnd remember …Winter is coming Engage the influencer!

• Re-tweet their article or relevant business piece

• Have everyone re-tweet

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Build RelationshipsHow does this all help?• Personalized outreach • Insights for content /

message creation• Build familiarity • Know exactly who to

target and how with social ads

Step - 4Scale Up with Social Ads

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Scale Up With Social AdsUse social ads to:

Create another touchpoint

Reach your target accounts

Increase brand awareness with companies that are a good fit for you but don’t know it yet

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Scale Up With Social AdsHold on..

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

UHHH…..

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Scale Up with Social AdsTo get started:

Upload your list of target accounts to Twitter and Facebook

Pick your top tier accounts to manually upload to LinkedIn

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Scale Up with Social AdsNext steps:

• Run a campaign: deliver ads to your target account list

• Use social listening and predictive insights to customize your ad creatives for target accounts

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Scale Up with Social Ads

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Scale 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 period

Facebook: Marketing impact on funnel

LinkedIn : 74 % CTR for ABM audience, 2x LinkedIn benchmarks

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How Can I Make Sure It’s Working?• 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

Step 5 – Use these account based social hacks

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ABM Social HacksHack # 1 - Add account-based social touchpoints to an upcoming campaign ..

• Content; ebooks, whitepapers

• Videos• Emails• Events • Accelerator campaigns

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ABM Social Hacks

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ABM Social HacksHack # 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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ABM Social HacksHack # 3 – Develop a brand aesthetic for social

• Adobe Photoshop• Canva• Pablo by Buffer (they

also have an Instagram scheduler!)

• VSCO cam• Color Story

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Top 3 ABM Social Takeaways1. Think of social media as an added touchpoint for

account-based marketing that both sales + marketing need to use in order to be successful

2. 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.

3. On social, it pays to be creative! Use your target account’s socially posted content to your advantage.

Questions? Get in touch!

Twitter: @everstring@miadia

Instagram:@everstring@miadia15

amelia@everstring.com