6 Expert-Level Workflows for Competitive Account-Based Marketing on Social Media

Opinion: Get to know the resources available and start experimenting and optimizing

LinkedIn Account Targeting allows you to target multiple decision makers at your target companies
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Account-based marketing is gaining popularity with business-to-business companies seeking to streamline their customer-acquisition processes by assertively and surgically pursuing high-value accounts.

Rather than the usual practice of “casting a wide net” to gain a small percentage of attracted leads, ABM flips the funnel, calling for laser focus on landing specific accounts that you identify as being most desirable to your company.

ABM requires unprecedented sales-marketing alignment, hyper-effective audience targeting and shrewd use of automated workflows. And in the age of the multichannel, nonlinear, increasingly anonymous customer journey, involving social media in your ABM nurture processes is becoming all the more important.

Fortunately, new technologies are making these aspects of ABM easier and more efficient all the time.

The following expert-level workflows will help you gain higher-quality accounts and secure a competitive edge.

Use advanced intelligence tools to create hyper-targeted social ads

When people visit your web pages, they’re leaving clues about their intent. Here’s how to “listen” to these signals and target them accordingly.

Determine which of your web pages (and combinations of web pages) are frequently visited by people who eventually do business with you. These can be discovered using the Reverse Goal Path report in your Google Analytics account. This is where you’ll see the last three web pages your visitors checked out before landing on your selected goal-conversion URL. You can consider visits to these pages to represent “high-intent” leads.

Next, use a content analytics intelligence tool to generate a feed of the companies that people who view your high-intent pages work for. Using your list of high-intent companies, you’re now armed with a great starting point for your ABM qualification and nurture pipeline across channels.

To take this information to the next level, you can export it as a CSV file of your visitors’ domains into a tool like Voila Norbert. This tool will run a domain search and import every available email address on record that’s associated with the domain names in question.

Finally, upload your list of email addresses into the social platforms you’re going to create ads in. Facebook, Twitter, Pinterest and LinkedIn are all capable of serving up promoted social posts specifically to the email lists you upload, although it’s important to make sure that your data complies with their targeting privacy standards.

Use delayed zaps to automate one-to-one social engagement

ABM is all about long-term communication, engaging only with the specific prospects that are likely to be most valuable to your business. But manually communicating to only those prospects with “X” business model and “Y” number of employees in the “Z” metro area is inefficient.

To be better and faster at ABM than your competitors, use Zapier with your customer-relationship-management system to automate the process of finding and messaging your prospects.

Zapier will automatically add the accounts you want into your CRM. You can feed this beast with data from any number of sources, including your latest address-book contacts, new form submissions, purchase information, emails received and social mentions received. Also, it can automatically dispatch follow-up social media messaging that’s triggered by tags you apply in your CRM. And by taking advantage of lead-enrichment data, you can even automate your CRM tagging. This automatic tagging can help you target the ideal accounts for your messaging.

Once Zapier “knows” which of your audience members meet your criteria for ABM, it can trigger different messages on your behalf when ABM-relevant companies engage with you. Did a high-value company just retweet you? With an optimized setup, for example, Zapier can thank them one hour later with a reply on Twitter and direct-message them an ebook recommendation the next week—and this activity can all be logged in your CRM, for the sales closing team to eventually retrieve.

Run targeted social media drip campaigns

While email drip campaigns are common, social media drips are underused. In both cases, the idea is to set up boilerplate content as sequences of personalized messages to be dispatched on personalized schedules, using individual audience members’ content engagement activity as triggers.