Account-Based Marketing for Job Seekers, Part 5 of 5

Job seekers seem to be taking a spray and pray approach, stuck in the bad old days of marketing. What should they do differently? Adopt account-based marketing (ABM). In this part of our series, we’ll look at the framework for finding the right job with ABM.

ABM is built on the basics of marketing, like the 4Ps. If it’s been a while and you haven’t read Marketing White Belt, this is a quick refresher:

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Let’s examine the fourth P: promotion. In the context of most marketing strategy, promotion refers to how we tell others about our product. In contrast to regular marketing, account-based marketing specializes in the targeting of specific prospects. We don’t market to everyone, just to the customers who meet our qualifications.

Because we are very targeted in our marketing efforts, we invest more time, effort, and care into the promotion of our goods and services to our highly-qualified prospective companies. This holds true in account-based marketing for job seekers as well. The absolute worst thing you can do is to blanket the market with your resume or CV if you’re trying to attract the attention of very specific companies. Absolutely, ensure that you follow the correct process for submitting your employment documentation to a company.

Consider how very little care most job applicants take in pitching:

Generic cover letters – sometimes rife with typos and errors – submitted with no customization are the norm.

No preparation or investigation into the target company, which shines through during an interview.

No followup after an interview.

What does the savvy account-based marketer do to land the client?

Highly customized, attention-getting outreach is the norm. Account-based marketers are not averse to shipping something to a prospect. For an account-based job-seeker, imagine if your resume was literally engraved on a sheet of metal that you sent via Fedex. Remember, because we’re only pitching a handful of companies, we can afford to invest more in our outreach to our targets. We couldn’t send a thousand resumes that cost us $20 to make. Could we send 3 of them? Absolutely.

Deep investigation is the norm. Account-based marketers use every data source practically available to build a client profile. They spend time on the client website, on the client social media accounts, checking financial reports and SEC filings if a public company; in short, doing serious homework. The same should be true of the account-based job seeker.

Followup isn’t a one-time event for the account-based marketer. Account-based marketers provide service and value at every touchpoint. They don’t follow up just to ask if we’ve made a decision. They continue to provide value – new content to share with the prospect, new ideas. The account-based job seeker should do the same. Imagine instead of a single, bland followup and thank you note, you provided a daily or weekly news roundup of what’s happening in the company’s industry. Would that earn you additional notice? You bet.

Our goal as account-based marketers and job seekers is to showcase our attention to detail, our dedication, and our deep knowledge of the companies we want to work with. While using account-based marketing practices is not a guaranteed win, we stand a much better chance of making a strong impression than the average, careless, mundane job seeker.

I wish you all success in your job seeking AND marketing efforts!


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The panel moderator is the conductor of the orchestra

At Social Media Marketing World I had the pleasure and privilege of moderating the “How to Build an Analytics Dashboard” session, featuring my friends and colleagues Justin Levy from Citrix, Susan Beebe from Tyson Foods, Louis Gray from Google, and Maria Saltz from Adobe.

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The job of a panel moderator can be difficult. Moderators need to keep the panel on track, keep the audience engaged, keep the speakers both in line and balanced, and keep energy high.

The worst panels are the ones that are boring. Lifeless. Filled with endless sales pitches. Panels where panelists disrespect each other and the audience.

I have two pet peeves about panels, however, which outweigh all the general negatives above.

Lengthy Introductions

The panels I hate most are ones in which panelists introduce themselves with a ten minute biography and sales pitch. We’ve all sat through those sessions – by the time the panelists are done, the session is half over.

The remedy? I simply read my panelists’ Twitter biographies aloud. Doing so was accurate, aligned nicely with the use of social media at the event, and had introductions over in less than a minute.

Moderator Ego

My greatest pet peeve, however, is the moderator who feels the need to speak more than the panelists. This is usually a weakness of a moderator who didn’t get a solo session. Ego takes over and the moderator interrupts panelists or takes 15 minutes to “set the table” by delivering a speech of their own.

What Makes a Good Moderator?

The panel moderator is the conductor of the orchestra. The conductor makes very, very little noise; a great conductor creates an environment in which the musicians shine, and most important, the music itself stands out. Audiences don’t come to panels for the people. Audiences come to panels on the premise that 2, 3, or more speakers will provide 2x, 3x, or greater multiples of useful information. The moderator’s job is to elicit this information (and the occasional bit of entertainment) so the audience receives the value they came for.

Ultimately, if a panel is bad, it’s the moderator’s fault. If you’re a moderator, think of yourself not as a speaker, but as the conductor of the orchestra. It’s your job to make the musicians shine – and if you’d rather be the musician, know that about yourself and don’t moderate panels.


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89% of social media marketers are bad at analytics

During the Social Media Marketing World 2016 keynote yesterday, Michael Stelzner revealed the fairly startling statistic:

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89% of marketers believe that exposure is the top benefit of social media. This tells me 89% of social media marketers are bad at analytics. Consider the statement we make when we say exposure is a top benefit. Exposure must lead to something else. Exposure must lead to website visitors, to new subscribers, to leads generated, and ultimately to sales made. The top benefit of social media shouldn’t be exposure. The top benefit should be revenue.

Why do marketers believe this incredible fallacy? Consider how we report social media marketing to our stakeholders. We use metrics like impressions or followers. These are important numbers, to be sure: if impressions equal zero and followers equal zero, our social media efforts would be completely ineffective. However, if we stop our measurement process at the very top of the funnel or at the very beginning of the customer journey, we have no idea how our company benefits from our work.

We have an analytics crisis in social media marketing. We have a measurement crisis in digital marketing. The worst part is the crisis is completely unnecessary. Chances are we have all the tools we need to make a legitimate analysis of how social media accelerates our sales pipeline, or how social media attracts new audiences.

Except for Snapchat (which provides no analytics), most popular social media platforms have decent top of funnel analytics we can export.

Every marketer should have access to a great web analytics package like Google Analytics.

Every marketer should have access to a marketing automation platform and/or CRM, even if it’s just a Mailchimp account.

With these tools, we can develop a real, data-driven analysis of social media’s impact on our company. The measurement crisis should have been over years ago. Instead, it seems as though social media marketers have two feet firmly planted in the past.

We can measure social media.

We can judge its impact on our overall marketing.

We can understand how social media contributes to business goals like revenue.

How do we start? In our companies, we need an executive sponsor to commit to measurement. Commit time. Commit budget. Commit people. With the right tools, knowledge, and people, we can measure social media well.


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