More sales and marketing teams are embracing account-based marketing (ABM). ABM consists of many traditional marketing tactics, such as organic and paid strategies, but is tailored more to individual accounts.
Marketers can still use innovative tactics to execute an ABM strategy, such as leveraging LinkedIn. LinkedIn stands out as a particularly effective channel for implementing ABM strategies. With its professional audience, robust targeting capabilities, and powerful engagement tools, LinkedIn provides the ideal ecosystem to connect with decision-makers and influencers.
In this article, we’ll explore how to use LinkedIn account-based marketing effectively, covering everything from audience selection to content creation, campaign execution, and performance tracking.
Key Takeaways
LinkedIn is ideal for ABM because millions of key decision-makers leverage that platform.
To create a LinkedIn ABM strategy, identify target accounts, create personalized content, invest in paid ads, join groups, host events, align sales and marketing teams, and measure your results.
Some best practices for LinkedIn ABM include focusing on quality accounts over quantity, using visual content, and maintaining a consistent message throughout all content, ads, and messages.
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Why LinkedIn Is Perfect for ABM
LinkedIn has over 830 million global users; out of that figure, 65 million are key decision-makers in an organization. LinkedIn is a convenient way to connect with these industry thought leaders and its platform includes advanced targeting features.
Here are some additional reasons why LinkedIn should be your platform of choice for account-based marketing:
Professional audience: LinkedIn’s user base comprises professionals across industries so that B2B marketers can connect with decision-makers and influencers.
Targeting tools: B2B marketers can search for accounts by job titles, company, industry, seniority, skills, and more.
Content-driven engagement: With tools like Sponsored Content, InMail, and Company Pages, B2B marketers can share personalized content that resonates with key accounts.
High engagement rates: A LinkedIn post has an average engagement rate of 3.85%. Users engage with content relevant to their pain points, making them more likely to interact with well-crafted ABM campaigns.
How to Create a LinkedIn Account-Based Marketing Campaign
LinkedIn is an effective way to target high-quality accounts, but marketing teams must have a firm strategy. Here’s an example of a robust sales-driven LinkedIn account-based marketing campaign.
Step 1: Identify and Prioritize Target Accounts
The first step in implementing ABM on LinkedIn is identifying the accounts you want to target. This process involves collaboration between your sales and marketing teams to define the ideal customer profile (ICP).
Key firmographics to consider include:
Company size
Industry
Geographic location
Revenue potential
Job titles
Don’t forget to consider other factors, such as pain points, challenges, solutions, and lifestyle value. Another good way to filter high-quality accounts is by looking at the characteristics of existing accounts and understanding why they work with you and how you converted them.
Once you create an ICP, use LinkedIn’s Sales Navigator to build a list of companies and key contacts within those organizations. Sales Navigator allows you to search for prospects using detailed filters, ensuring you focus on accounts that align with your business goals.
Step 2: Develop Personalized Messaging and Content
ABM relies on delivering highly relevant and personalized messages to your target audience. To achieve this, create content tailored to your target accounts’ specific needs and challenges. Fortunately, LinkedIn offers powerful features that allow you to create different content types and personalize them based on accounts and their characteristics.
Consider the following:
Thought leadership articles: Publish articles that address industry trends and challenges your target accounts face.
Case studies: Share success stories showcasing how your solution has helped similar companies achieve their goals.
Personalized videos: LinkedIn videos increase brand awareness by 50%. Use video messages to address specific pain points and explain how your product or service can provide value.
Whitepapers and e-books: Offer in-depth resources that demonstrate your expertise and help solve complex problems.
Ensure that your messaging is aligned with the buyer’s journey, addressing different stages such as awareness, consideration, and decision-making.
Step 3: Use LinkedIn’s Advertising Tools
Source: Social Media Examiner
LinkedIn provides a suite of targeted advertising options ideal for ABM campaigns. Since LinkedIn’s ad platform generates 3x more leads than other platforms, this is one of the most effective areas for increasing visibility. Here’s how to leverage LinkedIn ads effectively:
Sponsored content: Promote blog posts, case studies, or thought leadership content directly in your target audience’s feed. Use LinkedIn’s targeting features to reach specific accounts, job titles, or industries.
Sponsored InMail: Send personalized messages directly to decision-makers within your target accounts. Include a clear call-to-action (CTA) that encourages recipients to take the next step.
Dynamic ads: Use these ads to deliver personalized messages based on user profile data, pain points, and your target firmographics. Highlight specific offers and invite prospects to download gated content.
Retargeting campaigns: Use LinkedIn’s Insight Tag to track website visitors and create custom audiences. Re-engage users who have interacted with your website or LinkedIn content.
The other way to build personalized ABM ads for LinkedIn at scale is by using a tool like Karrot ABM, which takes the core messaging of any enterprise-level marketing campaign and adapts it to hundreds or even thousands of brands in your target list.
Step 4: Use LinkedIn Groups
LinkedIn Groups are private spaces where industry professionals can share their experiences, offer insights, build connections, share marketing materials, and ask for advice. These groups are invaluable for ABM marketers; B2B professionals can share content, network with others, and find potential accounts. Plus, it’s free and simple to join many of these groups.
To search for a group, go to LinkedIn and search for a query, such as “marketing groups.” Group suggestions will automatically appear, but you can use the filters on the top toolbar so that only marketing groups appear in the query.
Step 5: Host LinkedIn Events
Since 85% of consumers are likelier to purchase a product after attending a live event, ABM marketers should host a LinkedIn event. LinkedIn events offer opportunities to engage your target accounts in meaningful ways. Here’s how B2B marketers can target and engage accounts with events.
Host virtual events: Organize webinars or virtual roundtables tailored to your target accounts’ interests. Promote these events through Sponsored Content and direct outreach.
LinkedIn Live: B2B marketers can go live and connect with other active accounts. After creating your event, set up the live stream on your chosen device and start interacting with your audience.
Engage attendees after the event: Use LinkedIn to follow up with attendees and share additional resources.
Step 6: Collaborate With Sales Teams
Source: LinkedIn
B2B marketers and sales professionals should collaborate on every step of an ABM campaign. Here’s how to foster that collaboration:
Share goals: Define common objectives, such as account engagement, pipeline creation, or revenue growth.
Regular communication: Schedule weekly or biweekly meetings to review campaign performance and adjust strategies.
CRM integration: Integrate your CR with LinkedIn Sales Navigator to track account-level engagement and outcomes.
Step 7: Measure and Optimize Performance
Tracking the performance of your ABM campaigns is critical for continuous improvement. A marketing department must track specific metrics that measure LinkedIn and ABM results. Use LinkedIn’s analytics tools to monitor key metrics, such as:
Engagement rates: Measure how your target audience interacts with your content and ads.
Account reach: Track how many accounts from your target list engage with your campaigns.
Pipeline impact: Assess the number of leads and opportunities generated from your campaigns.
Revenue attribution: Determine how much revenue can be attributed to your ABM efforts on LinkedIn.
What if you find your accounts aren’t moving through the purchase process? Refine your tactics, depending on where your accounts are stuck in the sales funnel. Examples include creating new opportunities and improving your closing strategy.
Best Practices for LinkedIn ABM Success
Source: LinkedHelper
You could have the right data and execution, but that doesn’t guarantee you’ll see conversions from LinkedIn ABM. The good news is B2B marketers don’t need to implement expensive technology or complex tactics to see ABM results, but it will take these best practices to improve your outreach.
Focus on quality over quantity: Target fewer high-value accounts rather than casting a wide net.
Invest in creative assets: 95.2% of marketers say visual content is essential in marketing. High-quality visuals and videos can significantly improve engagement rates for organic content and LinkedIn ads.
Test and iterate: Continuously test different ad formats, messages, and content types to identify what works best. LinkedIn Ads allows marketers to conduct A/B testing by rotating two ad types and optimizing for performance.
Maintain consistency: Ensure your messaging and branding are consistent across all content, ads, and messaging.
Personalize at scale: Use LinkedIn’s dynamic personalization features to deliver targeted experiences to your audience without compromising efficiency.
Is LinkedIn Account-Based Marketing Not Enough?
LinkedIn has always been a hub for networking and attracting B2B leads. Therefore, it’s no surprise that LinkedIn account-based marketing is one of the most effective tactics.
To execute a LinkedIn ABM strategy, identify your accounts, create personalized content, invest in LinkedIn ads, join groups, host events, collaborate with sales, and measure your results.
Have you tried this strategy and didn’t target high-value accounts? Single Grain Marketing has an innovative approach to ABM that combines social media, SEO, content marketing, advertising, and CRO. Contact us to learn more about our process.
If you’re ready to level up your account-based marketing strategy on LinkedIn, Single Grain’s ABM experts can help!👇
Let’s Do ABM Right
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Frequently Asked Questions About Linkedin Account Based Marketing
What is account-based marketing?
Account-based marketing (ABM) is a B2B marketing strategy that combines sales and marketing to target high-value accounts. ABM personalizes marketing efforts to gain conversions from leads rather than drawing in a large pool of customers.
What is LinkedIn ABM?
LinkedIn ABM refers to the strategies that B2B marketers use to target accounts on LinkedIn. Marketers can leverage LinkedIn’s professional user base and advanced tools to target decision-makers with tailored ad campaigns, emails, private messages, and personalized content.
Is LinkedIn effective for marketing?
Yes, LinkedIn is highly effective for marketing, especially for B2B campaigns and industries focused on professional services, technology, or niche markets. LinkedIn is especially effective at ABM and lead generation.
What are other ways to use LinkedIn for my marketing campaign?
LinkedIn is a versatile platform supporting various marketing strategies to promote your business and products/services. Below are several effective ways to leverage LinkedIn for your marketing campaigns:
Content marketing
Networking
Lead gen forms
Sponsored Content
Retargeting
InMail
Live Events
Advertising
LinkedIn Analytics
Influencer marketing
My LinkedIn ads don’t have a good reach! What do I do?
Low reach on LinkedIn ads can be frustrating. Fortunately, LinkedIn offers many ad targeting features and tools, such as Audience Expansion, so the best leads will be the ones who see your ads.
You may need to increase your ad budget to beat other competitors. If your ad quality is low, use better creatives and write more engaging copy. And if your ads are too specific, tailor the messaging to a TOFU audience. Finally, run A/B tests to see which ad performs better.
If you were unable to find the answer you’ve been looking for, do not hesitate to get in touch and ask us directly.
