How to Use LinkedIn for ABM

How Marketers Use LinkedIn for ABM

More revenue in less time. That’s the goal, right?

Account-Based Marketing (AMB) 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 your targeting efforts on a select few accounts. The next step is to ascertain these accounts’ specific pain points and develop a marketing solution that appeals to them.

Overall, ABM is all about what value you can provide and who your specific target audience is. By implementing an account-based marketing strategy, you can focus on generating more qualified leads rather than leads that are a dead end.

Why Use LinkedIn for ABM?

As many businesspeople may know, LinkedIn is a powerful networking platform that can be very effective for finding leads and beginning the conversion process. Top sales and B2B marketers have found LinkedIn to be a necessary tool for success:

1. LinkedIn can target audiences with unique features other platforms don’t offer, including job titles, functions, and companies.
2. LinkedIn allows for A/B tests and running multiple campaigns at the same time.
3. Allows access to campaign performance metrics and insights into marketing ideas.

At 360 Integral Marketing, we’ve found that LinkedIn’s platform is also perfect for effective ABM, targeting campaigns, and gaining leads.

Here’s How to Get Started:

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 conversation your leads are having, present your position in a well-articulated manner, and always back up your stuff with hard facts and case studies. Both your general LinkedIn posts and targeted content should be knowledgeable and trustworthy. This will let your targets know they can trust you and your insights.

Use Micro-Targeting

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.