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
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
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
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
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
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.
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
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
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
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
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