How Marketers Use LinkedIn for ABM
More revenue in less time. That’s the goal, right?
Account-based marketing (ABM) makes this goal achievable. And, when you combine the skills and techniques of ABM with LinkedIn’s powerful targeting platform, you’ve got a match made in heaven!
What is Account-Based Marketing (ABM)?
Account-Based Marketing is a closely targeted approach applied to B2B marketing. Instead of marketing to a wide, general audience, the ABM strategy focuses on targeting efforts based on a select few accounts. The next step is to ascertain these accounts’ specific pain points and develop a growth marketing strategy that spans across the buyers’ journey.
Overall, ABM is about identifying a specific target audience and what value your company provides. By implementing an account-based marketing strategy, you can focus on reaching your specific target, thereby generating more qualified leads rather than dead-end leads.
Why Use LinkedIn for ABM
As of 2022, LinkedIn has acquired 830 million members and more than 58 million registered companies, making it a powerful networking platform for finding leads and starting the sales process. Top sales representatives and B2B marketers have found LinkedIn to be a necessary tool for success. Incorporating LinkedIn into an ABM strategy:
- Identifies opportunities on a lead and account level.
With LinkedIn’s Sales Navigator, you can easily identify, create and save lists for marketing and sales follow-up. In addition, it is found that those using Sales Navigator tend to see 42% larger deals, 17% higher wins, and 15% more pipelines.
The platform allows you to search and rank by multiple data points, including job titles, functions, technology being used, industries, employee and revenue size, and geography. In addition, you are provided with account information that triggers notifications when there are company changes, including staff changes, increases, and decreases in employee size.
- Enables you to generate leads
LinkedIn also has a feature called ‘Lead Gen Forms’ that allows you to set up an automated ad campaign that captures potential prospect data linked to their LinkedIn profile. The data is captured at the time the prospect accepts your offer by clicking on the ad. This data can be housed in LinkedIn or pushed to your CRM system for a Marketing and Sales follow-up.
It removes the barrier of a slow online conversion process, with the ability to triple the speed of your lead conversion rates. Most importantly, marketers have access to campaign performance metrics and insightsto analyze their prospects for further refining their targeting, offers and ad creative.
LinkedIn offers different ad types. When choosing the best ad type or combination of ads for your campaign, consider your business goals. Text ads generate higher impressions at a lower cost, but Sponsored content tends to generate much higher engagement and conversion.
- Sponsored content
- Message ads
- Text and Dynamic ads
- Lead capture forms
Some Lead Gen Forms features include:
- Ability to add call-to-action
- Instant access to leads and prospects
- Content automation
- Builds thought leadership and demand for your services
In a survey it was found that 96% of marketers use LinkedIn as a content marketing channel. This is because you can get your content in front of over 400 million professionals anywhere in the world.
From building brand awareness to driving higher quality leads, some of LinkedIn’s features include:
- Company and showcase pages
- Publish articles, videos and blogs
- Sponsored updates and sponsored content
- Setup and run live webinars
- Allows you to engage directly with your current and potential buyers
Within larger organizations, there may be multiple stakeholders in the buying decision. LinkedIn provides opportunities to grab their attention and engage with them by:
- Following them on LinkedIn
- Commenting on their posts
- Requesting they be part of your network
- Sending a personalized InMail
- Loading the list on LinkedIn and marketing to them through LinkedIn campaigns
Here’s how to get started:
At 360 Integral Marketing, we’ve found that LinkedIn’s platform is highly effective for ABM, awareness, demand and lead generation campaigns.
Find Your Ideal Targets
The first thing you want to do is identify high-value, qualified leads that represent your ideal accounts. These accounts are so valuable that it is worth investing time and money in creating a personalized marketing and sales effort just for them.
Become a Thought Leader
If you want your targeted accounts to take you seriously, you need to prove that you know what you’re talking about. Research the conversations your leads are having, present your position in a well-articulated manner, and always back it up with hard facts and case studies. Both your general LinkedIn posts and targeted content should be informative and trustworthy. This will let your potential buyers know they can trust you.
LinkedIn is particularly useful for ABM because it offers micro-targeting. You can upload a CSV with the names of companies that you’re interested in and match them against LinkedIn’s company pages. On top of this, you can target by job position and seniority to make sure you’re putting your ad in front of the most qualified people to make a purchase decision.
Once you know your targeted accounts’ pain points, run hyper-specific ads that will appeal to them. These ads should be coordinated with matching landing pages so that your account owner gets a satisfying user experience from start to finish.
Whether you are looking to test LinkedIn as a viable marketing channel or need to build out a full ABM campaign or growth marketing strategy, 360 Integral Marketing has the resources, expertise and manpower to help. Contact us for a 15-minute introductory call to help build out an effective marketing strategy and results-driven campaigns for your business.