Generación de clientes potenciales, Marketing

4 ventajas de la escucha social para el marketing basado en cuentas (ABM).

11 de noviembre de 2024
Agencia ABM

Introducción

    Account-based marketing (ABM) professionals need to reach high-value accounts while also targeting the right decision-makers.
    Social listening can improve the way you discover and connect with these valuable leads.
    This approach can benefit your lead generation strategy for ABM.

    The Benefits of Social Listening for Account-Based Marketing

      For ABM professionals, social listening extends well beyond basic social media monitoring. It involves:

      • Keeping track of online discussions relevant to your target accounts and industry trends.
      • Analyzing sentiment and identifying key conversation trends.
      • Recognizing intent signals and seizing engagement opportunities with potential leads.

      Social listening helps reveal triggers that can be used to effectively target decision-makers.
      Use buska to get lists of relevant leads to target.
      For instance, by monitoring conversations around industry-specific challenges, you can identify pain points and craft tailored outreach that resonates with target accounts.

        Applying social listening in ABM provides numerous benefits for capturing high-value leads:

        • Identify high-intent accounts:
          Spot companies actively seeking solutions or dissatisfied with their current provider, enabling you to prioritize leads.
          For example, a company might be discussing their frustration with their current solution.
          Reach out with a tailored approach that directly addresses their needs.
          Use buska to track leads mentioning your competitors.
        example of tracking alternatives to Calendly.
        • Gain insights into target account needs:
          Understand challenges specific to your target accounts, and adjust your outreach messaging.
          For instance, if a target account frequently discusses issues with scaling their sales efforts, you can position your solution as the answer to those challenges.
        • Customize your offerings:
          Use real-time feedback to align with current market demands. Use Social listening and buska to understand which features or services are most sought after.
        • Strengthen brand reputation:
          Participate in timely, helpful discussions on industry topics, positioning your brand as an industry resource.
          Type in up to 10 industry topics on buska and join relevant talks.

        Put Social Listening to work for ABM lead generation

          Follow these steps:

          • Define clear objectives:
            Clarify whether your goal is to increase qualified leads, boost engagement, or gain competitive insights.
          • Select strategic keywords:
            Focus on terms that indicate pain points or needs within your target industry.
            For instance, monitor phrases like “struggling with lead generation” or “looking for a cold emailing tool” to identify potential opportunities.
          • Choose a social listening tool:
            Choose a tool that allows you to track mentions across multiple platforms, offering frequent updates like buska.
          • Set up alerts:
            Configure alerts to notify you when leads engage in relevant conversations, ensuring you don’t miss out on potential leads. You can set up Slack and Discord notifications in buska directly.
          • Create a tailored outreach plan:
            Use the insights gathered from social listening to craft personalized outreach messages that resonate with the specific needs of your target accounts.
            Export leads from buska directly into your outreach platform like LGM to filter accounts and leads based on your ICP.

          Best Practices for Social Listening in ABM

            Make the best of your social listening efforts with these strategies:

            • Focus on keywords signaling intent:
              Track phrases like “need a new solution” or “seeking [service]” in buska to attract qualified leads.
              Refining your search to capture the most relevant conversations ensures your outreach is effective.
            • Engage authentically:
              Provide valuable insights without immediately pushing a sales pitch. Build trust in your approach. For example, share an actionable tip or a relevant use case guide without pressuring for a meeting.
            • Use insights for content:
              Develop content that addresses common pain points to attract target accounts.
              If you notice multiple discussions around lead nurturing, create a blog post that shares practical strategies for nurturing leads effectively.
            • Integrate with your outreach tool:
              Export your leads from buska into your favorite outreach platform, like La Máquina del Crecimiento, or enrich and filter leads with Arcilla.
            • Refine keywords:
              Adjust your keywords and filters as you identify those that best capture high-value leads.
              Iterate and adapt.
              For example, refine your search terms based on emerging industry trends or challenges.

            Mesure impact of Social Listening on Lead Generation for ABM

              To gauge the effectiveness of social listening in your ABM strategy, track metrics like:

              • Lead generation rate: How many leads are identified through social listening?
              • Conversion rate: Do leads identified through social listening show higher engagement?
              • Sentiment shifts: Is your brand perception improving within relevant conversations?
              • Response time: Are you responding promptly to mentions?
              • ROI: Is social listening proving valuable to your ABM outcomes?

              Conclusión:

                Social listening is a useful strategy for account-based marketing.
                It is a lever to identify high-value accounts and engage with promising leads.
                Use a platform like buska to scale and streamline your process to target more qualified leads.
                By implementing these practices, position your ABM efforts for consistent success, ready to seize new opportunities.

                🎁 Try buska for free for 7 days and book more qualified leads.