Fall Crazy In Love With Account-Based Social with Amelia Ibarra, Social Media and Influencer Marketing Manager at EverString

1. Fall Crazy in Love with
Account Based Social

2. 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
Tweet this session! @everstring

3. @everstring @miadia
So you’re embracing
an account based
marketing strategy …

4. @everstring @miadia
Account-Based Marketing Process:
1. Select your target accounts
2. Lay out your goals with
accounts
3. Discover insights
4. Develop personalized
content
5. Engage with target accounts
6. Run account-focused plays

5. @everstring @miadia
… It’s all going great
Except for one area …

6. SOCIAL MEDIA

7. @everstring @miadia
Time to fall crazy in
love with account
based social!

8. @everstring @miadia
5 Steps to Fall Crazy in Love with Account
Based Social
1. Find Your Target Audience on Social
Media
2. Social Listening = Insights
3. Build Relationships
4. Scale With Social Ads
5. Use Social ABM Hacks

9. Step 1 –
Find Your Target
Audience on Social

10. @everstring @miadia
Identify your target accounts; define your social strategy

11. @everstring @miadia
How Do You Choose Target Accounts?
1. Manual selection between marketing, sales,
and executives
2. Manual selection by marketing
3. Manual selection by sales
4. Rules-based segmentation in marketing
automation
5. Predictive marketing

12. @everstring @miadia
Create Target Account Tiers
Tier 1 (20-50)
Exec selection
Tier 2 (100-200)
Rep and Predictive Selection
Tier 3 (500-1000)
Predictive Selection

13. @everstring @miadia
Use Predictive for Account Selection

14. @everstring @miadia
Use Predictive for Account Selection

15. Step - 2
Social Listening
= Insights

16. @everstring @miadia
Social Listening = Insights
• You have your target accounts … now
what?

17. @everstring @miadia
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

18. @everstring @miadia
Social Listening = Insights

19. @everstring @miadia
Social Listening = Insights
Tip: Be sure to include
the influencers at
the company, usually
populated in the search
window

20. @everstring @miadia
Social Listening = Insights
Sales and marketing
should work together
to add social media
into the ABM mix

21. @everstring @miadia
Social Listening = Insights
Take 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

22. Step - 3
Build Relationships

23. @everstring @miadia
Build Relationships
There’s a reason
it’s not called
cold tweeting

24. @everstring @miadia
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.

25. @everstring @miadia
Build Relationships
Back-to-basics
• ‘Like’ a post on their
Facebook
• Re-tweet some of their
content
• Share one of their
articles on your
LinkedIn

26. @everstring @miadia
Build Relationships
Put 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

27. @everstring @miadia
Build Relationships
And remember …
Winter is coming
Engage the influencer!
• Re-tweet their article or
relevant business piece
• Have everyone re-tweet

28. @everstring @miadia
Build Relationships
How does this all help?
• Personalized outreach
• Insights for content /
message creation
• Build familiarity
• Know exactly who to
target and how with social
ads

29. Step - 4
Scale Up with Social
Ads

30. @everstring @miadia
Scale Up With Social Ads
Use 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

31. @everstring @miadia
Scale Up With Social Ads
Hold on..
‘The leads within my
target accounts are
business emails but
don’t people usually sign
up with personal
emails?’
UHHH…..

32. @everstring @miadia
Scale Up with Social Ads
To get started:
 Upload your list of
target accounts to
Twitter and
Facebook
 Pick your top tier
accounts to
manually upload to
LinkedIn

33. @everstring @miadia
Scale Up with Social Ads
Next 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

34. @everstring @miadia
Scale Up with Social Ads

35. @everstring @miadia
Scale Up with Social Ads
What 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

36. @everstring @miadia
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

37. Step 5 –
Use these account
based social hacks

38. @everstring @miadia
ABM Social Hacks
Hack # 1 - Add account-based
social touchpoints to an
upcoming campaign ..
• Content; ebooks,
whitepapers
• Videos
• Emails
• Events
• Accelerator campaigns

39. @everstring @miadia
ABM Social Hacks

40. @everstring @miadia
ABM Social Hacks
Hack # 2 – Use tools to
make it easier
List Building:
• If This Then That
Social Selling:
• Engagio Playmaker
Social Tracking:
• Hootsuite URL
parameters

41. @everstring @miadia
ABM Social Hacks
Hack # 3 – Develop a brand
aesthetic for social
• Adobe Photoshop
• Canva
• Pablo by Buffer (they also
have an Instagram
scheduler!)
• VSCO cam
• Color Story

42. @everstring @miadia
Top 3 ABM Social Takeaways
1. 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.

43. Questions? Get in touch!
Twitter:
@everstring
@miadia
Instagram:
@everstring
@miadia15
amelia@everstring.com