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©2015 EverString
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
©2015 EverString
Your Speaker
2
Amelia Ibarra
Social 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.
©2015 EverString
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 Ads
5.Bringing It All Together
7
©2015 EverString
Map Your Target Audience to Social Media
The first step to
reaching the right
audience on social
media is identifying
who they are
©2015 EverString
2 Ways to Identify Your Target Account for Social
1. Hand picking
2. Predictive audience selection
10
©2015 EverString
Method 1 – Hand Picking
For:
Starting your social ABM policy
OR 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
©2015 EverString
Method 2 – Predictive Audience Selection
12
ABM starts with
Audience Selection
is the process of using
data to identify the most
relevant prospects…
©2015 EverString
Method 2 – Predictive Audience Selection
13
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
©2015 EverString
Method 2 – Predictive Audience Selection
14
Video
subscribers as
a seed list
©2015 EverString
Method 2 – Predictive Audience Selection
15
©2015 EverString
Method 2 – Predictive Audience Selection
16
©2015 EverString
Method 2 – Predictive Audience Selection
17
©2015 EverString
Method 2 – Predictive Audience Selection
18
©2015 EverString
Social Listening = Insights
Now that you know
the who, it’s time to
focus on the what
©2015 EverString
21
Listening to what
your target accounts
have to say on
social is extremely
valuable.
Without that, you’re
just adding to the
noise.
©2015 EverString
Social Listening = Insights
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
22
©2015 EverString
Tip: Be sure to include the
influencers at the
company, usually
populated in the search
window
23
©2015 EverString
Lists are kind of like breakfast
cereal …
Important to start your day with
But harmful if you fill don’t have a
balanced meal
24
Sales and
marketing should
work together to
add social media
into the ABM mix
and ‘balance’ out
the breakfast
©2015 EverString
Social Listening = Insights
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
26
©2015 EverString
Social Listening = Insights
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
©2015 EverString
Social Listening = Insights
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?
28
©2015 EverString
Build Relationships
There’s a reason
it’s not called
cold tweeting
©2015 EverString
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.
31
©2015 EverString
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
32
©2015 EverString
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
33
• Personalized outreach
• Insights for content /
message creation
• Build familiarity
• Know exactly who to
target and how with
social ads
How does this all help?
©2015 EverString
Hone In With Social Ads
©2015 EverString
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
©2015 EverString
Reaching Target Accounts with Twitter Ads
37
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 ..
©2015 EverString
Reaching Target Accounts with Twitter Ads
39
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
©2015 EverString
Reaching Target Accounts with Twitter Ads
40
Run a campaign:
 Pick your objective
 Choose your target
account list in
section 2
 Set your budget
 Use any insights to
customize your
Creatives
©2015 EverString
Reaching Target Accounts with Twitter Ads
41
©2015 EverString
Reaching Target Accounts with Facebook Ads
42
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
©2015 EverString
Reaching Target Accounts with Facebook Ads
43
Use Ad Bridge to
push your list from
Marketo directly over
to Facebook
©2015 EverString
Reaching Target Accounts with Facebook Ads
44
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
©2015 EverString
Reaching Target Accounts with LinkedIn Ads
45
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
©2015 EverString
Reaching Target Accounts with LinkedIn Ads
46
©2015 EverString
Reaching Target Accounts with LinkedIn Ads
47
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
©2015 EverString
Reaching Target Accounts with LinkedIn Ads
48
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?
©2015 EverString
Bringing It All Together
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?
©2015 EverString
Bringing It All Together
52
ABM + Social Touchpoints
1. 360 Campaigns
2. Ad Optimization
3. Spend Optimization
4. Content marketing
5. Analyze & Optimize
©2015 EverString
360 Campaigns
53
Social media should be
thought of as a nurturing touch
point that affects:
 Content
 Demand Gen
 Video
©2015 EverString
360 Campaigns
54
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
©2015 EverString
Ad Optimization
55
 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
©2015 EverString
Spend Optimization
56
 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!
©2015 EverString
Content Marketing
57
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?
©2015 EverString
Q&A
amelia@everstring.com
@everstring
©2015 EverString
Thank you!
60

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Get Social With Account-Based Marketing

  • 1. ©2015 EverString 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
  • 2. ©2015 EverString Your Speaker 2 Amelia Ibarra Social 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 
  • 3. So you’re embracing an account based marketing strategy …
  • 4. • 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 …
  • 6. 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.
  • 7. ©2015 EverString 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 Ads 5.Bringing It All Together 7
  • 8. ©2015 EverString Map Your Target Audience to Social Media
  • 9. The first step to reaching the right audience on social media is identifying who they are
  • 10. ©2015 EverString 2 Ways to Identify Your Target Account for Social 1. Hand picking 2. Predictive audience selection 10
  • 11. ©2015 EverString Method 1 – Hand Picking For: Starting your social ABM policy OR 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
  • 12. ©2015 EverString Method 2 – Predictive Audience Selection 12 ABM starts with Audience Selection is the process of using data to identify the most relevant prospects…
  • 13. ©2015 EverString Method 2 – Predictive Audience Selection 13 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
  • 14. ©2015 EverString Method 2 – Predictive Audience Selection 14 Video subscribers as a seed list
  • 15. ©2015 EverString Method 2 – Predictive Audience Selection 15
  • 16. ©2015 EverString Method 2 – Predictive Audience Selection 16
  • 17. ©2015 EverString Method 2 – Predictive Audience Selection 17
  • 18. ©2015 EverString Method 2 – Predictive Audience Selection 18
  • 20. Now that you know the who, it’s time to focus on the what
  • 21. ©2015 EverString 21 Listening to what your target accounts have to say on social is extremely valuable. Without that, you’re just adding to the noise.
  • 22. ©2015 EverString Social Listening = Insights 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 22
  • 23. ©2015 EverString Tip: Be sure to include the influencers at the company, usually populated in the search window 23
  • 24. ©2015 EverString Lists are kind of like breakfast cereal … Important to start your day with But harmful if you fill don’t have a balanced meal 24
  • 25. Sales and marketing should work together to add social media into the ABM mix and ‘balance’ out the breakfast
  • 26. ©2015 EverString Social Listening = Insights 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 26
  • 27. ©2015 EverString Social Listening = Insights 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
  • 28. ©2015 EverString Social Listening = Insights 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? 28
  • 30. There’s a reason it’s not called cold tweeting
  • 31. ©2015 EverString 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. 31
  • 32. ©2015 EverString 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 32
  • 33. ©2015 EverString 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 33
  • 34. • Personalized outreach • Insights for content / message creation • Build familiarity • Know exactly who to target and how with social ads How does this all help?
  • 35. ©2015 EverString Hone In With Social Ads
  • 36. ©2015 EverString 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
  • 37. ©2015 EverString Reaching Target Accounts with Twitter Ads 37 Using Twitter ads manager:  Upload your target account list  Twitter needs email addresses at the very least
  • 38. ‘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 ..
  • 39. ©2015 EverString Reaching Target Accounts with Twitter Ads 39 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
  • 40. ©2015 EverString Reaching Target Accounts with Twitter Ads 40 Run a campaign:  Pick your objective  Choose your target account list in section 2  Set your budget  Use any insights to customize your Creatives
  • 41. ©2015 EverString Reaching Target Accounts with Twitter Ads 41
  • 42. ©2015 EverString Reaching Target Accounts with Facebook Ads 42 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
  • 43. ©2015 EverString Reaching Target Accounts with Facebook Ads 43 Use Ad Bridge to push your list from Marketo directly over to Facebook
  • 44. ©2015 EverString Reaching Target Accounts with Facebook Ads 44 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
  • 45. ©2015 EverString Reaching Target Accounts with LinkedIn Ads 45 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
  • 46. ©2015 EverString Reaching Target Accounts with LinkedIn Ads 46
  • 47. ©2015 EverString Reaching Target Accounts with LinkedIn Ads 47 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
  • 48. ©2015 EverString Reaching Target Accounts with LinkedIn Ads 48
  • 49. 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?
  • 51. 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?
  • 52. ©2015 EverString Bringing It All Together 52 ABM + Social Touchpoints 1. 360 Campaigns 2. Ad Optimization 3. Spend Optimization 4. Content marketing 5. Analyze & Optimize
  • 53. ©2015 EverString 360 Campaigns 53 Social media should be thought of as a nurturing touch point that affects:  Content  Demand Gen  Video
  • 54. ©2015 EverString 360 Campaigns 54 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
  • 55. ©2015 EverString Ad Optimization 55  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
  • 56. ©2015 EverString Spend Optimization 56  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!
  • 57. ©2015 EverString Content Marketing 57 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
  • 58. • 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?