Turn social content engagement into meetings booked

Getting started

Potential buyers engage with your organization’s content every day.

But with buyer activity spread across so many channels—and person-level insights often hidden from view—it’s difficult to keep up and separate the real opportunities from the also-rans 🕵️

In this playbook, we’ll show you how to zero in on social content engagement from the buyers you care about, get the full picture of recent buyer activity, and reach out with confidence.

What you’ll need:

Step 1: Create segment

Let’s say we’re looking for a way to get a conversation started with an economic buyer at one of our owned accounts.

We’d log in to Common Room and go to Segments.

If the segment doesn’t already exist, we’d click New segment and create one for accounts that are owned by us in Salesforce.

All we have to do is set the criteria for who gets added to this segment by filtering for the appropriate Salesforce field.

Once that’s done, any organization that is active across our digital channels and related to an account owned by us in Salesforce will automatically be added to this segment 🙌

Step 2: Filter segment activity

Now that our segment is up and running, we’d click on Activity at the top of the screen.

This will reveal all the activity of people associated with our owned accounts across every channel connected to Common Room.

We share a lot of content on LinkedIn and X, so let’s focus on those sources.

We can see which content people reacted to, commented on, shared, and more. We can also click into individuals to learn more about them and their recent cross-channel activities.

But we want to hone in on economic buyers at certain accounts.

First we’ll filter for them using our Contact tags filter.

Then we’ll apply our Name filter to focus on a specific organization.

Voilà—we now have a view of the economic buyers at our target account who recently interacted with our content 🪄

Step 3: Personalize outreach

Now that we know how to surface economic buyers at our owned accounts, let’s personalize our pitch.

We can craft messages based on the content people engaged with and pull in other relevant details related to their roles, organizations, and recent activities.

It might look something like this:

Based on where our buyers are most active, we can determine the best place to reach out, be it LinkedIn, Slack, or email—and do it directly from Common Room.

If we spot any information in Common Room that’s not currently included in Salesforce, we can also sync buyer records with our CRM with the click of a button 🧹

Wrapping up

Turning LinkedIn likes into meetings booked just got a whole lot easier 🎉

Now you can surface social content engagement from key accounts, get a bird’s eye view of them and their organizations across channels, and deliver tailored messaging—all from the same place.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.