Artechulate
Helping you articulate your message using social technologies

Blog

Articulating *your* message using Social Technology...

Using your Social Media Profile for Strategic Account Based Marketing (ABM)

Nine months out from a strategically important tender with an existing customer, a leading provider of supply chain management software engaged Artechulate to raise the profile of certain executives within the community of the target customer using LinkedIn. The campaign entailed the regular posting of content pertinent to the customer’s needs and challenges and to promote the vendor’s own messages.

At a cadence of three posts per week for two executives, content was posted during the peak morning commute period when social media browsing is at its height. With client-side influencers present in two time zones, content was alternated across both. A campaign of network extension and development meant the executives’ penetration into the account was increased. Over the course of the campaign, Artechulate was able to measure visibility and engagement generally, but also within the target account and the results proved a significant increase in profile and awareness. These results were derived from the initial three month pilot - the success of which led to a continued campaign:

  • Of more than 100 new invitations to connect, 30 new contacts made among target account influencers were made amounting to more than a 30 per cent success rate.

  • Within the first three months, the combined content of the two executives received post views of 17,500 in just 3 months

  • The two executives received more than 1,000 interactions between them, including likes, comments, shares and click throughs

  • The two executives achieved post views within the target account of at least 300 and possibly more (LinkedIn analytics are indicative, not comprehensive) 

An indication of the success of the program is LinkedIn’s Social Selling Index (SSI) which measures how effective one is at establishing a personal professional brand. Sales professionals in the Information Technology and Services industry have an average SSI of 29. In just three months the campaign raised the executives’ SSI scores from the low forties to the late fifties - putting them in the top ten percentile of their profession.

Gareth Llewellyn