August 8, 2023
August 8, 2023
How to approach your Target Account List on LinkedIn and Twitter?
Without a clear sense of direction, it can be extremely taxing to shortlist potential leads as you might not be entertaining the right accounts. It is vital to use your resources to engage with relevant accounts. That is the main reason why many B2B marketers prefer using ABM. Around 87% of marketers think that ABM results in higher ROI than other marketing strategies partly because it focuses on pre-qualified accounts that may match the company’s ideal customer profile. In other words, if you want to take full advantage of ABM, you will have to make a Target Account List (TAL). Being seen by your target accounts can accelerate the process of successfully turning them into your customers. This post is to help you understand how you achieve that via the targeting techniques offered by LinkedIn and Twitter.
How to create a TAL?
Perhaps it is essential to know what exactly is a TAL. A Target Account List (TAL) is a list of accounts that your marketing and sales teams will be approaching/ targeting. A good TAL would include accounts that match the profile of your ideal customers and are a good fit for your product or service. It is vital to have a detailed TAL as you can then modify your ad campaigns, create content, and shortlist accounts for your sales team based on the profile of these accounts.
One effective way of getting potential customers' contact information is by using Clearbit or Zoominfo. With these, you can choose the list of domains you need to retrieve the relevant information such as email addresses. Although you can get general information regarding your accounts via Clearbit or Zoominfo, it will be more beneficial if you could find out more detailed information. Do your targeted accounts have more than 2 HR employees? Does the company currently use one of your competitors’ products? For queries like these, keep reading to discover how we utilize TALs at RevenueOs.io.
Once you have a list of accounts, you can shortlist by giving each account a score based on the company’s size, revenue, location, etc. Scoring these accounts can help you find your ideal customers. After scoring, you can start targeting these accounts from top to bottom.
More content on how to score accounts based on your ideal customer profile is coming soon, stay tuned for it.
How to enrich your TAL?
Enriching a lead is central to converting leads into customers. Before your sales team contacts such leads, they will already have a fair idea about your company and your product and are more likely to have developed the intent to buy.
Enriching a lead does not only mean getting the relevant email addresses or websites but also engaging with the targeted accounts. After creating a TAL and filtering the relevant accounts, you have to draw their attention. There are numerous ways of engaging with your potential customers. A few of the main ways you can use are as follows:
The main aim of enriching your TAL is to ensure that your targeted accounts are familiar with your business and product before a sales representative contacts them for a sales pitch.
How to use LinkedIn and Twitter targeting suggestions?
Both LinkedIn and Twitter also provide account targeting services by suggesting a list of accounts that you can contact.
For LinkedIn, you can create a list of companies with their website, industry, stock symbol, location, key employees, etc. You can upload and save your list as a CSV file containing up to 300,000 company names. After you have uploaded your list, LinkedIn can cross-reference the list against its own database, which has more than 8 million company pages. It will
deliver an account targeted list to you after gaining cross-referencing changes. You can further refine the list before targeting your ads to the list of accounts. The refinement can be taxing in the beginning, but it is worth the time as you will ensure that your ads are targeted to the right companies and key decision-makers within those companies.
You can use Twitter Custom Audiences in a similar fashion. You can target relevant accounts with the right ad campaigns based on your own CRM lists. These custom audiences can be divided into three main groups:
Find more information regarding account targeting by clicking on the following links: LinkedIn and Twitter.
How does RevenueOS.io use a TAL?
At RevenuesOS.io we also use account targeting to reach our potential customers. First of all, we create a list of target accounts based on lead scoring that is done using data from Clearbit, Crunchbase, LinkedIn, and Twitter. These accounts are segmented into two main categories: startup and enterprise. Once the TAL is finalized and divided into the categories, it is forwarded to our outbound marketing campaigns.
Leads are also scored based on their buying intent as 57% of B2B buyers have already made the decision before they engage with a sales rep. Such leads are scored on the basis of the Ideal Customer Profile that we use for creating our TAL coming from Twitter follows, LinkedIn likes, form submissions, duration on the website, visiting the pricing page, etc. These leads are then also categorized into startup and enterprise before using them for our inbound campaigns.
Last Word
In brief, for any SaaS business, it is crucial to find and engage with relevant accounts which may later become customers. With the opportunities provided by digital marketing tools, it is now easier and more manageable to create and refine the lists of accounts that can be reached with personalized ads and messaging before passing them on to a sales team. LinkedIn and Twitter offer such tools that have proven to be the game-changers in the industry.
Try them out for yourself and see (enjoy) the results!
Let’s connect!
If you are interested in learning more about how to target accounts using LinkedIn and Twitter, connect with us by booking an appointment. We will be glad to hear from you!
Let’s discuss your current process and explore customized automation solutions with RevenueOS.io
