As an ABM practitioner, you’ll use a wide range of sources to build up a complete picture of the target market, account and persona, including:
- Direct conversations
- Existing connections
- Social media
- Official company information
- Blog posts
- Market data
- The content they consume
Remember, any insight is better than no insight. One company, Network Hardware Resale, lifted email conversion rates simply by mentioning the local weather in the opening sentence!
But Craig Rosenberg, co-founder and Chief Analyst of research and advisory firm TOPO and author of The Funnelholic blog, believes social intelligence reigns supreme. In our Clear and Complete Guide to ABM, he shares his POV.
Social intelligence tends to be the best intelligence.
The information someone shares on social media is something they care about and can make for easy connections. You can truly personalize the message with this kind of information. ‘Congratulations on your recent product launch’ or just something in their LinkedIn profile.
Someone once got Craig with the following message: “I just read your blog and decided ‘I have to talk to this guy’. I work with incredible entrepreneurs like you, too…”
ABM also gives social teams an ideal mission.
Go to your social media manager – who may have been tweeting out generally – and say, ‘Give us Microsoft insights and deliver content to 2,800 Microsoft marketers daily.’ That’s a great social brief.
- If the prospect is on Twitter, follow them and retweet or quote their tweets with a comment. Everyone likes to be retweeted.
- Consider putting a personal message in the retweet. If you have a great piece of content that ties with their content, forward it to them.
- If the prospect is on Facebook, like a status update.
- Use LinkedIn InMail as a touch in prospecting –it often out-performs email.
- Keep your own social profiles strong – and make sure each SDR and sales rep has a complete and up-to-date profile. Heat maps show that the headline, photo and summary are the most viewed.
Galvanizing your sales team around social selling may take a bit of convincing at first. Consider these impact statements and research findings from companies who have seen results:
- 98% of sales reps with more than 5000 LinkedIn connections meet or surpass quota, according to Sales Benchmark Index.
- IBM’s social selling initiative boosted sales by over 400%
- 78% of salespeople using social media perform better than their peers, according to Forbes.
- During the most recently reported quarter, LinkedIn had 450 million members, up from 414 million members in the preceding quarter. Source.
How are you using social media in Account Based Everything?