Expert ABM: How to Incorporate Social Selling

Our latest Expert ABM blog series explores how certain marketing tactics and channels change with Account-Based Marketing. In this article, our Senior Field Marketing Manager Beth Tiltges, shares how our field marketing team drives impactful results with account-based social selling.

If you’ve ever spent any time with a toddler, you know just how hard it is to get and keep someone’s attention. We face a similar problem in B2B marketing and sales—like toddlers, our prospects don’t have the longest attention span. That’s because they’re constantly inundated with messages (across a number of channels), all of which are mostly generic, so it takes something really unique and valuable to get their attention. And once you do have their attention, you have the challenge of keeping them engaged.

Having been in both Sales and Marketing, I’ve realized what’s missing from most of our interactions is relatability—that human and social factor. As B2B marketers and salespeople, there’s a big opportunity for us to connect socially and interact with our prospects on a personal level. We’ve seen this in action at Demandbase, as we’ve made social connection a big part of our Field Marketing strategy. Since we’re already practicing Account-Based Marketing, it’s made it that much easier to narrow our efforts on social media. With an Account-Based approach, we have the ability to engage with our prospects on their terms and personalize our interactions.

Currently, our Field Marketing team runs very targeted campaigns in our specific regions. I work with Sales to leverage social tools to research our key contacts within a specific target account before we launch a campaign. We will often Tweet at a target prospect with relevant messaging and content. While it’s fun to get likes, retweets and comments, the best part is being able to walk into a meeting with a sales counterpart knowing a particular marketer’s interests, a concert they attended or a new restaurant they tried!

It’s this personal touch that makes the difference for our team. We’ve seen great engagement and response to our social efforts. Most recently, I worked on a campaign with an Account Executive, who has 20 target companies in a territory I manage. We were able to launch a field campaign, which included social engagement from 14 of the 20 accounts. The next conversation with each of those accounts was nice and toasty as a result of the social touch!

The great thing about social selling is that it doesn’t take much to get started. All you really need is a list of target accounts and a social presence, and you’re ready to start conversations that actually capture and keep your audience’s attention.

I have a lot more to say about social selling, so if you have any questions, you can send me a tweet @BethTiltges!