How to Pivot Your Social Media Strategy to Support Account-Based Marketing

| October 20, 2016

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So your team is ready to implement account-based marketing (ABM) and your sales counterparts are on board. What’s next? Part of transitioning to an account-based marketing approach includes reviewing your marketing strategy across channels—including social media. If you’re involved in your company’s social media marketing, you might be wondering what a shift to ABM will look like for you. Social media marketing allows you to get to know your company’s target accounts and the prospects within them in a unique way and get relevant, personalized content in front of them at just the right time. A combination of organic and paid efforts and a strategic blend of listening and promoting strategies can make social media the perfect complement to a cross-channel ABM campaign.

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Hearts & Science

Hearts & Science has been inspired by confident marketers seeking business advantage in a world of personalized digital marketing, where CRM and addressable channels converge, and decisions must be made in real time to aggregate effective reach and deliver the right message at the right time.

OTHER ARTICLES

GENERATING LEAD THROUGH ACCOUNT BASED MARKETING

Article | February 12, 2020

Account based marketing (ABM) focus on generating high-volume of leads through different lead generation program. In ABM you focus on generating the right leads and then after that reach out to them on deeper and more attractive ways. Here are Account Based marketing best practices to generate more lead and grow your business progressively.

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Why Account Based Marketing and Personalization Are The Perfect Match

Article | February 19, 2020

Did you know that 80 percent of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20 percent is based on the price or the actual offering? That’s quite a ratio, and helps support the case for adopting an account based marketing (ABM) strategy that leverages personalization tools and tactics to not only drastically improve the customer experience throughout the sales process, but do wonders to your bottom line. After all, an ITSMA and ABM Leadership Alliance study found that in 2019, 71 percent of companies saw greater ROI within their ABM efforts versus their traditional marketing strategies. B2B businesses are taking notice, with the same study finding 73 percent of marketers planning to increase their ABM budgets in 2020. Kudos to them! But ABM is only as effective as the strategy you set in place and the high quality sales content required to keep B2B buyers engaged. That’s where ABM finds its perfect match in personalization.

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HOW UGC IS CHANGING THE GAME FOR YOUR BUSINESS’? MARKETING (EXAMPLES OF BRANDS WHO GET IT)

Article | March 1, 2021

You’re overcomplicating it. You don’t need the studio lighting, you don’t need a $2000+ camera, you don’t need a full production crew. Actually, it can actually be more effective for your content to not use any of this. Keep reading to learn how. By now, I’m sure you’ve noticed the rise of user-generated content (UGC). UGC is photos and videos created for your brand by customers, viewers, or followers. There’s so much beauty in this and throughout 2020, with everyone stuck inside their house, lots of companies had no choice but to make do with what they could. Sometimes this meant FaceTime photoshoots or videos that customers shot on regular iPhones. I am a huge fan of user-generated content and most consumers are, too. Let’s unpack the beauty of why this is such a beautiful and effective form of content on both the customer side as well as the business’ side.

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Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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Spotlight

Hearts & Science

Hearts & Science has been inspired by confident marketers seeking business advantage in a world of personalized digital marketing, where CRM and addressable channels converge, and decisions must be made in real time to aggregate effective reach and deliver the right message at the right time.

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