For some B2B companies, inbound marketing strategies focused on a large volume of leads and a wide funnel just don’t work. These companies often have a limited target audience size, either because of a specific location, a niche industry, or they’re targeting only a handful of large enterprises. They might utilize account-based marketing, focused on influencing the decision makers for each account as a collective unit and crafting a highly personalized sales cycle.
Social media is typically a top-of-funnel channel and works well with inbound strategies. However, that doesn’t mean account-based marketers should ignore it. In fact, social can be one of the best channels for accelerating the buyer’s journey.
Here are 7 tips account-based marketers can do once they find a target lead on social media:
1. Nurture over time
B2B account-based marketing usually has a long buying cycle. As much as we might want to, you can’t email and call your main contact every week throughout this process. However, social media is a less-intrusive channel. Between scheduled phone calls and account check-ins, reply to posts mentioning specific keywords, such as pain-points that your solution can solve, and send links to relevant pieces of content.
If a lead mentions a highly valuable keyword, send an alert to their account executive. Now might be the right time to hop on the phone, and they can use the social interaction as a catalyst for the conversation.
2. Individualize offers
With so much demographic and behavioral data available on social media, gain an in-depth look at each person’s specific interests, concerns, and even the way they like to talk about their business.
Account-based marketing is all about the customized offer that speaks to the individual. Run a keyword mapping exercise on your leads and see what they’re talking about the most.
3. Ask for emails and meetings directly on social
Instead of trying to capture lead data through content campaigns, list buying or form fills, Heinz Marketing is a great example of a business that asks for email addresses in Twitter direct messages. It’s more personal, and they can follow up at the right time.
As a more direct approach, Ethix sets up phone calls through direct messages, setting up 2-3 phone calls each week from Twitter alone.
4. Retarget leads
Even if you can’t email your social leads, you can use the leads to build lists for retargeting campaigns. Keep your brand top-of-mind throughout the buying process across all stakeholders and whether you use display ads or paid social posts, you can also use social media to find your relevant audience.
5. Test messaging in a low-risk channel
Don’t clutter your leads’ inboxes with unopened emails. Social media is a great way to test your messaging strategy—try a new one each Tweet—and see if your audience chooses to engage or not, no harm done.
At an aggregate level, you can find out which messages are the most engaging. At the account level, track which Tweets your leads are liking or clicking on and use this type of language in your next email.
6. Track interests
Know where each stakeholder is in the decision process. Track keywords related to your brand that indicate specific product or solution interests, then use this knowledge to customize your next pitch. See if your leads are following your competitors on social media or if they’re engaging with a specific industry influencer.
7. Find stakeholders
The best account-based marketers will develop a holistic chart of every stakeholder in their target account, from the gatekeepers and the decision makers, to the budget owners and the end users. Most social media users include their job title and company in their social profiles, and it’s all public data!
So what can you do when you identify a new lead? Send an alert to the account executive, and let them know that an employee at their target company is engaging with your brand on Twitter. This account may be ready for a follow up conversation.
Learn more about how data from Social Lead Monitoring enables personalized, account-based marketing today!