A significantly reduced Ad Spend; engaging, trackable lead nurturing, and the ability to really hone in on the people who make up the decision-making body of your target accounts – sounds like a marketing strategy that you would like to implement, doesn’t it?
Account Based Marketing (ABM) has been around for some time, but has only recently really begun to grab the attention of serious marketers. Now, as this powerful B2B Marketing approach has gained traction, we’ve developed a new, more effective approach: Social Account Based Marketing (SABM).
ABSA pushes past the limits of IP-based advertising to reach the target audience where they are, on the go and socially connected.
What makes Social Account Based Marketing so special?
ABM paints in broad strokes while SABM uses a felt-tip pen. The fundamental differences between SABM and ABM are how and where each reaches its audience. These factors are determined by the data used to inform each technique. Account Based Marketing relies on IP-based targeting to reach prospects, which can be effective – but is severely limited as it only gives marketers the ability to target prospects’ at work locations.
Social Account Based Marketing on the other hand, taps into a variety of data sources, including client-side CRM, purchased whitepaper and webinar lists, public databases and social media platforms. Custom Audiences that consist exclusively of prospects within your target accounts can then be created. The Audiences deliver a higher ROI at a lower cost.
Social Account Based Marketing is 24/7 and Mobile
Social Account Based Marketing is not limited to a single device or IP address, a significant advantage in today’s multi-device world. It is always-on and everywhere, meaning users can be reached on any day, at any time, in any location. ABM’s approach is constrained by office hours and is usually limited to a primary device and single location.
Where audiences are reached is equally important. In this regard, ABM relies on attention-grabbing content to engage its audience while they are visiting websites in search of something else. SABM operates in the spaces where the audience is already paying attention – the Facebook newsfeed, Instagram or mobile apps – and delivers highly relevant and tailor-made content.
Facebook applied to B2B
Facebook is a relatively untapped medium for B2B marketing. It suffers from several common misconceptions, chief among them being that it is not suited for B2B. This is a seriously misguided view, as it ignores the fundamental truth of any marketing initiative – it is always about people. There is no B2C and B2B, only H2H (Human to human).
Demographically, the majority of Facebook users fall between the ages of 35 and 54. What’s more, those users spend an average of 50 minutes per day on the platform – that’s more time than they spend on any other digital platform (It’s only 2 minutes for LinkedIn). In fact, recent studies have shown that 1 in 5 of each digital minute is spent on Facebook’s suite of apps and websites (Facebook, Facebook Messenger, WhatsApp and Instagram). The level of engagement and reach that Facebook offers is simply unparalleled.
The cost and creativity factor
If that doesn’t convince you, consider that Facebook advertising is far more affordable than other digital channels. It offers the ability to communicate your message through images, video, in-stream polls or forms and immersive multimedia ad formats (Canvas). Facebook’s high levels of engagement and social factor increase the chances of viral sharing and also delivers higher ROI.All things considered, it’s really not a matter of one or the other, it’s when will you incorporate SABM into your marketing strategy.
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