Are you ready to supercharge your LinkedIn game?
If you're looking to land bigger deals and connect with key players, then it's time to dive into the world of LinkedIn Account-Based Marketing (ABM).
You may have heard the term "ABM" thrown around in marketing circles, but what exactly does it mean? How does it work? And how do you get the most out of it?
In this article, I'll be sharing my top tips and tricks for using LinkedIn to execute a killer ABM strategy. Let’s go!
ABM Explained
Alright, let's dive into the nitty-gritty of ABM.
In a nutshell, ABM is like laser-focused marketing aimed at specific accounts or companies. It's not about casting a wide net and hoping for the best.
Instead, you're tailoring your messaging and content to speak directly to a particular company's needs and pain points. Think of it like using a sniper rifle instead of a shotgun.
How Does ABM Work on LinkedIn?
LinkedIn has a bunch of tools that let you target specific companies based on criteria like industry, company size, and job title.
You can create customized ABM ads that appear in the LinkedIn feeds of your target accounts or send personalized messages directly to decision-makers within those accounts.
Now let’s move on to how to get started with ABM.
Getting Started with ABM
There are two key things you need to do before you can start using ABM. These include:
1) Make Sure Your Entire Team's on the Same Page
Before you begin your ABM campaign, it's essential that everyone on your team agrees with the approach. This includes higher-ups, the sales team, and the marketing team since ABM is very much a smarketing (sales + marketing) initiative.
Make sure everyone understands what ABM is and how it works, as well as the goals and targets of your campaign.
Getting everyone on the same page ensures that you're all working towards the same goals and that everyone is clear on their roles and responsibilities.
And if you're working solo, then part one is complete. You can move on to the next step.
2) Make Sure You Have an Active Sales Navigator Account
Sales Navigator is an essential tool for building lead lists and finding the decision-makers for your target accounts. If you want to use my strategies, then you absolutely need Sales Navigator for this.
Sales Navigator allows you to search for leads and companies based on specific criteria, such as industry, company size, job title, location, and more. You can save leads and accounts to a list, receive real-time updates on changes in the company, and identify decision-makers within the organization.
If you don't already have a Sales Navigator account, now is the time to get one. LinkedIn offers a free trial, so you can test the platform and see if it fits you.
Once you have your Sales Navigator account set up, you're ready to start building your lead lists and identifying decision-makers for your target accounts.
How to Get the Most Out of ABM
Okay, now you understand what ABM is and why it’s important– how do you use it?
While it may seem intimidating, I promise it's not as daunting as it seems. In this section, I'll walk you through the steps to get your LinkedIn ABM campaign off the ground.
1) Identify Your Targets
First things first, let's talk about your ideal customer profile (ICP). Your ICP should be based on a comprehensive understanding of your target audience. It should include information such as industry, company size, job title, location, pain points, and challenges.
This will help you to identify the right targets for your ABM campaign and ensure that you're targeting the right decision-makers.
2) Use a Tiered-Approach to Segment Accounts
When it comes to ABM, not all accounts are created equal. That's why it's essential to use a tiered approach to segment your accounts.
There are three types of ABM strategies: Strategic ABM, Scale ABM, and Programmatic ABM.
- Strategic ABM focuses on 7-figure targets that have the potential to become long-term, high-value clients. This approach involves a high-touch, personalized approach to account-based marketing.
- Scale ABM targets 6-figure accounts with a more scaled approach that is less personalized but still customized to the account's needs.
- Programmatic ABM goes after 5-figure accounts where you can use a more automated approach to generate a good revenue stream.
Using this method, you can separate your accounts into high-value targets and the low-hanging fruits. And you can allocate your resources and efforts accordingly.
3) Generate Lead Lists with Sales Navigator
As I said earlier, Sales Navigator is a must-have tool for any ABM campaign.
Start by creating a list of accounts that match the ICP from your sales plan.
Then, use Sales Navigator to search for decision-makers within those accounts. Use search filters and advanced Sales Nav searches to narrow down targets by job title, function, and seniority level to find valuable prospects.
4) Get Verified Accounts Using Findymail
Findymail is a great tool for finding verified email addresses for your target accounts.
With Findymail, you can easily find verified email addresses for decision-makers at your target accounts, as well as export your Sales Nav lead lists so you can reuse them for your other ABM channels, too.
Using Findymail’s Chrome extension allows you to export leads and get their verified email addresses quickly.
All you need to do is enter the person's name and company, and Findymail will do the rest. You can sign up for a free trial to see how it works and decide if it's the right tool for your ABM campaign.
How to Execute ABM on LinkedIn
Now that you've identified your targets and have a clear plan in place, it's time to execute your ABM strategy on LinkedIn.
Here are the steps you need to take:
1) Create Your Ad Campaigns
To create your ad campaigns, log into LinkedIn Campaign Manager and click "Create Campaign."
Choose the objective of your campaign, which could be anything from lead generation to website conversions.
Set your targeting options to match your ABM strategy, including using Matched Audiences to upload your list of target accounts or account targeting to reach companies that fit your ICP.
2) Develop Your Ad Creative
Next, it's time to develop your ad creative.
This includes ad copy, headlines, images, and videos. Ensure your ad creative is personalized and tailored to your target accounts to maximize engagement.
Use dynamic ads to personalize your ad creative and improve relevance.
3) Target Your Accounts
Once your ad campaign and creatives are ready, it's time to target your accounts.
Upload your list of target accounts to LinkedIn's Matched Audiences feature, or use account targeting to reach companies that match your ICP.
Remember, your targeting should be personalized and tailored to your target accounts to maximize engagement.
4) Launch Your Campaign
Once you're happy with your ad creative and targeting, it's time to launch your campaign.
Monitor your campaign performance regularly and make adjustments as needed.
Keep in mind that ABM campaigns typically have a smaller audience size, so it's important to monitor performance closely to ensure you're reaching your target accounts effectively.
5) Use Sales Navigator to Engage
Use Sales Navigator to find the decision-makers at your target accounts and engage with them through connection requests, messages, or in-feed communication.
Share relevant content and build relationships with your prospects to increase engagement and move them down the funnel. (This will help you improve your LinkedIn personal branding, too!)
Measuring Your ABM Results
LinkedIn provides plenty of metrics to help you track your results.
You can see how many people are engaging with your content, clicking through to your website, and ultimately converting into customers.
Besides LinkedIn's built-in metrics, some third-party tools and integrations can help you measure the impact of your ABM strategy across your entire sales funnel.
For example, you can integrate LinkedIn with your CRM system to track how many leads and opportunities are generated from your ABM campaigns and how those leads move through your sales pipeline.
Let’s take a closer look at the key ABM metrics you should be tracking:
Engagement
One of the most important metrics to track is engagement. This includes likes, comments, shares, and messages. When your target accounts engage with your content, it's a good sign that they're interested in your product or service.
Web Traffic
Another important metric to track is web traffic. This includes the number of accounts that have visited your website, the total number of page views, and the number of unique visitors.
By tracking these metrics, you can see how many people are interested in what you have to offer and how engaged they are with your website.
Journey Metrics
Journey metrics are key to understanding how your target accounts move through your sales funnel.
These metrics include the volume of accounts in each funnel stage, the velocity at which accounts move through the funnel, the conversion rate from one stage to the next, and the value of closed deals.
By tracking these metrics, you can see where you're losing accounts and where you're gaining traction.
ROI
Finally, keep an eye on ROI– I mean, the whole point of this is to make sure you’re earning a profit and not throwing money into the abyss.
This includes the total cost of your LinkedIn ABM campaign and the revenue generated from closed deals. By comparing these two numbers, you can see how much money you're making for every dollar you spend on your campaign.
Using LinkedIn ABM with Other Marketing Channels
One of the great things about LinkedIn ABM is that you can use it with other marketing channels to create a more comprehensive and effective campaign. For example, you can use LinkedIn account-based marketing in tandem with:
- Email Marketing: You can use LinkedIn ABM to target a specific set of accounts or decision-makers and then follow up with them via email marketing campaigns. By combining the two, you can create a more personalized and targeted approach that is more likely to resonate with your prospects.
- Content Marketing: Creating targeted content for your ABM campaign can be a great way to engage with your target accounts and decision-makers. You can use LinkedIn ABM to promote your content, increasing the chances of them engaging with your content and moving further down the sales funnel.
- Direct Mail: While direct mail might seem old-fashioned, it can still be a powerful tool when used in conjunction with LinkedIn ABM. By using LinkedIn ABM to identify the right accounts and decision-makers, you can send personalized direct mail pieces that are more likely to grab their attention and encourage them to engage with your brand.
- Retargeting: You can use retargeting ads on other platforms, such as Facebook or Google, to reinforce your LinkedIn ABM campaign. By showing targeted ads to people who have already engaged with your brand on LinkedIn, you can increase the chances of them converting and moving further down the sales funnel.
Like any good warrior, you want to use all the tools you have in your arsenal. And combining multiple methods is what separates good salespeople from legendary ones.
Understanding the Different ABM Ad Types
When it comes to executing your ABM strategy on LinkedIn, there are several ad types to choose from:
- Sponsored Content Ads appear in users’ LinkedIn feeds and look like regular posts. They can include a variety of media formats, such as images, videos, and carousels. They’re great for building brand awareness and engaging with your target accounts.
- InMail Ads are sent directly to a user's LinkedIn inbox. They are highly targeted and can include personalized messages, images, and links. It’s a fantastic way to start a conversation with your target accounts and nurture them. They have a high open rate and can lead to valuable one-on-one interactions.
- Text Ads pop up on the right-hand side of a user's LinkedIn feed and can include a headline, description, and image. It’s a cost-effective way to reach a large audience and drive website traffic.
- Display Ads show at the top, bottom, or side of a LinkedIn user's screen and can include images, videos, and other rich media. They can be customized to fit different ad placements and sizes.
- Dynamic Ads are highly targeted and engaging, which makes them great for driving conversions and website visits. They work well for retargeting users who have previously engaged with your brand.
- Video Ads can appear in a user's LinkedIn feed or as standalone ads. They can include a variety of media formats, such as product demos, explainer videos, and customer testimonials. Use these targeting users who are higher up in the sales funnel and may not be familiar with your brand yet.
Understanding each ad type's strengths and weaknesses is another crucial aspect of creating a winning ABM campaign.
Best Practices When Executing an ABM Campaign
Now that you have a solid understanding of ABM and how to implement it on LinkedIn, let’s talk about best practices to ensure the success of your campaign.
Here are some tips:
- Personalize your outreach: Personalization is essential when it comes to ABM.
- Take the time to research your target accounts and create messaging that speaks directly to their needs and pain points.
- Use LinkedIn's targeting options to segment your audience and deliver personalized content to each account.
- Consider creating custom landing pages for each target account that speaks directly to their specific pain points.
- Use a multi-channel approach: While LinkedIn is a powerful tool for ABM, it shouldn't be the only channel you use.
- Use a variety of channels, such as email, phone calls, and social media, to reach your target accounts.
- LinkedIn also offers the option to create targeted ads to reach your target accounts even when they're not actively browsing LinkedIn.
- Align sales and marketing: ABM requires close collaboration between sales and marketing teams.
- Sales reps should be involved in the content creation process to ensure that messaging is aligned with the needs of their target accounts.
- Marketing should also work closely with sales to understand the pain points and needs of the target accounts.
- Measure and optimize: To ensure the success of your ABM campaign, you need to measure your performance regularly.
- Use LinkedIn's analytics tools to track engagement, click-through, and conversion rates.
- Analyze the data to understand what's working and what's not, and adjust your approach as needed.
- Leverage technology: ABM can be time-consuming, but technology can help automate and streamline many aspects of the campaign. Consider using tools like Hubspot or Terminus to help with lead generation, content creation, and campaign management. These tools can help you scale your ABM efforts and reduce the workload on your team.
- Focus on building relationships: ABM is about building long-term relationships with your target accounts, not just closing a sale. Take the time to engage with your target accounts on LinkedIn and participate in relevant industry conversations. Focus on providing value and building trust rather than just pushing your product or service.
Wrapping Up
All in all, LinkedIn account-based marketing is a total game-changer for B2B sales reps and professionals.
It's the ultimate way to connect with your dream clients, build real relationships, and ultimately drive more revenue. With a targeted and personalized approach, you can easily engage with high-value accounts and see some real money.
So, what are you waiting for? Start implementing these strategies today and see the results for yourself!
