How can social media be used to boost your account-based marketing campaigns?

ABM é uma estratégia para tickets altos, ent?o é fundamental saber se ABM é ou n?o para o seu cenário. Mas para iniciar no ABM, s?o 3 passos: 1) Defini??o do ICP: Determine as características firmográficas das empresas (setor, número de funcionários, receita, tecnologias utilizadas, etc). 2) Para isso, analise seus dados históricos: revise os dados internos para identificar padr?es nas contas mais valiosas. 3) Pesquisar e dimensionar mercado: utilize ferramentas de inteligência de mercado para saber o tamanho do mercado identificar empresas que se encaixam no seu ICP. O LinkedIn Sales Navigator e o Apollo s?o ótimas alternativas.

Account-Based Marketing (ABM) is a targeted strategy that focuses on building relationships with specific high-value accounts. Integrating social media into your ABM campaigns can enhance your efforts by increasing visibility, engagement, and personalisation. Here are some tips on how to leverage social media for your account-based marketing campaigns: 1. Identify and Connect with Key Decision-Makers. 2. Tailor Content for Specific Accounts. 3. Leverage LinkedIn for B2B ABM. 4. Encourage Employee Advocacy. 5. Measure, Analyse and Improve. By integrating social media into your account-based marketing strategy, you can create a multi-channel approach.

To use social media to boost your account-based marketing (ABM) campaigns, try these strategies: 1. Identify and engage with target accounts. 2. Share relevant content. 3. Leverage social media advertising. 4. Use social media for account research. Implementing these strategies can help you establish stronger relationships with your target accounts and maximize the effectiveness of your ABM campaigns.

Integrating social media into B2B account-based marketing involves a strategic approach. Start by identifying high-value target accounts using CRM and analytics tools, then delve into researching their social media presence. Analyze their platform usage, content shared, and engagement patterns to understand their preferences and pain points. This in-depth understanding allows for a tailored strategy, crafting content and interactions that resonate with their interests. By engaging authentically, sharing relevant insights, and participating in discussions, you establish credibility and build relationships.

Social media enhances ABM with personalized outreach to decision-makers. Connect directly, share tailored content addressing their challenges, and highlight solutions. Use LinkedIn for professional engagement and Twitter/Facebook for targeted messaging. Build trust through consistent, relevant interactions, and add value authentically.

Aqui tem duas coisas super importantes: 1) Dividir as personas em pelo menos dois grupos: influenciadores e decisores. 2) Produzir conteúdo focado nos 3 pilares do Novo Inbound para cada um deles. S?o eles: Pilar Raz?o: Educa??o Foco na Solu??o de Desafios, conteúdo educativo, ajudando a solucionar problemas específicos do ICP. Pilar Emo??o: Confian?a Cases e depoimentos: conteúdos poderosos para gerar confian?a e educar do ponto de vista da persona. Pilar Personaliza??o: Qualifica??o Segmenta??o do Conteúdo: Adapte seu conteúdo para os diferentes membros do comitê de decis?o e influenciadores dentro das contas-alvo e deixe sempre claro com quem está falando.

Don't forget to leverage and share the content your audience is creating. Engagement with your audience is far more valuable to ABM relationship building than publishing.

Uma das formas mais efetivas de criar uma audiência B2B é criar e compartilhar conteúdos que ajudem os profissionais das empresas que fazem parte do seu perfil de cliente-alvo. Apesar das vendas serem para empresas, do outro lado s?o pessoas que tomam as decis?es, e apoiar suas jornadas de trabalho com conteúdo relevante certamente posicionará sua empresa como uma alternativa quando o momento de compra adequado chegar.

You can use social media to deliver customized content that speaks directly to the needs and goals of each account. You can create different types of content, such as blog posts, videos, infographics, case studies, webinars, and ebooks, that showcase your value proposition and solutions. You can also use social media ads to reach your target accounts with precision and scale. For example, you can use Facebook’s Custom Audiences feature to upload a list of email addresses or phone numbers of your target accounts and serve them ads that match their stage in the buyer’s journey.

Une fois les comptes établis, créez un contenu adapté à chaque plateforme. Le contenu doit être engageant, informatif et spécifique à votre public. La variété est clé : vidéos, images, articles, infographies - diversifiez pour maintenir l'intérêt.

Don't assume that the Sales team will just do it - engage and interact with their accounts on social media. This requires a culture shift, upskilling and building Sales confidence on social media. How can ABM help? A few tips that worked from my experience: - Complete the Sales team social media audit to identify gaps. Are they proactive? Do their profiles need improvement? Do we have the right sales contacts engaging on social media? Are they aligned with the value proposition and leveraging existing content in their posts? - Educate on benefits, best practices, help making required improvements; - Capture clients engagement analytics to showcase successes & inspire. - Support with relevant content and make it easy for Sales to share.

ABM tem ciclos de venda longos. Como saber, ent?o, que a sua estratégia está no caminho certo? Via engajamento e dados de inten??o. O LinkedIn Ads te dá dados de inten??o que mesclam intera??es com publica??es, anúncios e visitar no site. Além disso, você pode usar softwares de dados de inten??o third party, como o Clearbit ou o Albacorss. Aqui está como você pode usar esses dados para aprimorar suas intera??es: 1) Utiliza??o de dados de inten??o do LinkedIn Ads e dos posts do LinkedIn. 2) Saiba quem acessou o seu site, quais páginas e quanto tempo ficou com dados de terceiros (Clearbit, Albacross, etc) 3) Amplie seu networking pelo LinkedIn e em eventos 4) Pe?a o feedback de vendas para monitoramento e ajuste contínuo

Remember to build and nurture relationships. You can use social media to interact and engage with your target accounts on a regular basis. You can like, comment, share, and retweet their posts, as well as tag them in relevant posts of your own. You can also use direct messages to start conversations, ask questions, provide feedback, and offer assistance. You can also use social media to invite your target accounts to events, webinars, demos, and consultations. The goal is to establish trust, credibility, and rapport with your target accounts and move them closer to a purchase decision.

L'interaction est cruciale. Répondez aux commentaires, aux messages privés et engagez-vous avec votre audience. La construction de relations et la création d'une communauté autour de votre marque sont essentielles pour renforcer la fidélité et l'engagement.

When I noticed one of our key target accounts celebrating an industry award on their social media, I saw an opportunity not just to congratulate but to engage deeply. I quickly orchestrated a multi-touch campaign: a personalized social media post to share their joy, coupled with targeted emails to key executives at the company. This wasn't just about saying "well done" – it was about showing our support and aligning our brand with their success. This approach not only helped create our relationship but also set the stage for deeper collaboration. It's a testament to the power of responsive and thoughtful engagement in today's digital landscape.

A ideia aqui é achar as métricas antecedentes (leading indicators) que te mostram se você está ou n?o avan?ando na penetra??o de mercado dentro das contas-alvo (ABM). Algumas métricas: 1. Número de contas-alvo trabalhadas 2. Número de contas alcan?adas (impactadas por ads ou outros motions) 3. Números de contas com awareness (frequência de anúncio acima de 10 por usuário - LinkedIn fornece esse dado) 4. Considera??o (contas com awareness e alto engajamento - LinkedIn fornece esse dado) 5. Motions de captura de demanda via outbound - 5.1 Thought Leadership para decisores - 5.2 SDRs e BDRs para influenciadores 6. Reuni?es agendadas 7 em diante: métricas do pipeline de vendas

Active tracking and measuring of results are imperative for any successful endeavor. Establish clear metrics aligned with your goals, actively monitor progress, and analyze data to glean actionable insights. This ongoing assessment not only ensures transparency in performance but also allows for prompt adjustments to optimize outcomes. By actively engaging with the results, you gain the agility to refine strategies, enhance efficiency, and drive continual improvement. This active approach to tracking and measuring results serves as a dynamic feedback loop, enabling informed decision-making and fostering a culture of adaptability and success

Utilisez des outils d'analyse pour mesurer l'efficacité de vos campagnes. Suivez les indicateurs clés de performance (KPI) tels que le taux d'engagement, le nombre de partages, les conversions, etc. Cela vous permettra d'ajuster votre stratégie en fonction des performances réelles.

Em um contexto de ciclos de venda mais longos, é crucial que marketing e vendas trabalhem em conjunto para serem eficientes. Até porque a captura de demanda fria em ABM e a capta??o de demanda via inbound sozinhas n?o funcionam bem nesse cenários. Sendo assim, a integra??o entre as áreas se torna essencial para alcan?ar resultados e isso se dá em alguns pontos: - Consistência de mensagens - Comunica??o coordenada - Experiência unificada do cliente - Feedback contínuo e colabora??o Esse alinhamento estratégico entre marketing e vendas otimiza recursos e é o grande diferencial do ABM em rela??o a outras estratégias.

Assurez-vous que vos efforts sur les médias sociaux sont alignés avec votre stratégie globale de marketing. Intégrez-les avec d'autres canaux pour créer une expérience cohérente pour vos clients, renfor?ant ainsi la reconnaissance de la marque.

Use the right MarTech. Get rid of the clutter and use CRMs which are designed for ABM. Add your accounts in there and use social listening to accelerate your ABM relationship building. B2B ABM is inordinately a long cycle and the only way to do it right, is to not just invest in a CRM but also use it effectively. Build journeys, define campaigns, and track your progress. Automate scoring and enable sales right from Mid-funnel onwards.

Outre les aspects mentionnés, prenez en compte l'évolution des algorithmes des plateformes, l'importance de l'authenticité, la régularité des publications et l'adaptation aux tendances émergentes. Gardez également à l'esprit les politiques de confidentialité et de sécurité des données.