Leveraging LinkedIn: A key tool for Account Based Marketing (ABM)

An Account Based mostly Advertising and marketing (ABM) marketing campaign is a targeted B2B technique the place advertising and gross sales groups align to focus on and interact particular, high-value accounts with personalised campaigns. Account Based mostly Advertising and marketing concentrates on delivering tailor-made experiences to key decision-makers inside these focused accounts to drive alternatives and income. When utilised successfully, LinkedIn turns into a key instrument for ABM success. 

LinkedIn’s capability to pinpoint and join with key decision-makers inside goal accounts, while additionally permitting for personalised outreach and engagement, makes it an indispensable platform for a lot of ABM campaigns.  Drawing on Fashionable’s personal expertise supporting shoppers’ Account Based Marketing initiatives, this weblog will discover a number of the best LinkedIn functionalities that we’ve got used, which will be built-in into your ABM technique to drive significant outcomes.

Key ways for leveraging LinkedIn in an Account Based mostly Advertising and marketing technique

Creating compelling content material and campaigns on your audience

Maybe essentially the most basic tactic inside an ABM marketing campaign and LinkedIn, is growing campaigns and content material that can be utilized to focus on your recognized goal accounts. This firstly requires a compelling content material technique to be developed, by conducting content material audits, hole evaluation and reviewing any earlier efficiency insights. Fashionable delved into this matter in additional element in one other latest weblog, “7 steps to a powerful content strategy”.

From there, extremely focused advert campaigns with high quality content material that addresses the particular wants and challenges of your goal accounts, in methods which might be related at every stage of the advertising funnel, will be created and run inside LinkedIn. These adverts will be exhibited to key decision-makers inside your goal accounts, growing model visibility and driving engagement. 

Fashionable lately supported a shopper with implementing the same full-funnel strategy utilizing focused LinkedIn adverts, with role-specific pain-point messaging. Our strategy gained the UK Paid Media Awards “Best Use of LinkedIn Ads”, which exhibits the effectiveness of this technique, even when on this case it wasn’t a “pure” ABM strategy.

Figuring out and constructing relationships together with your core shopping for group contacts

LinkedIn can be utilized to establish and domesticate relationships with key choice makers and influencers inside your goal account lists. Our weblog “Understanding B2B buying groups to accelerate sales” delved additional into get began with this course of, together with a framework and guidelines that you need to use.

As soon as these contacts have been recognized, (Fashionable refer to those as our “VIP contacts”), your gross sales workforce can then deal with constructing real relationships with these key choice makers and influencers inside your goal accounts, by partaking in significant conversations, sharing precious insights, and offering personalised help. 

If connection requests are proving problematic for reaching these VIPs, LinkedIn’s InMail function will also be used to craft personalised messages that resonate with particular person decision-makers inside your goal accounts, who your gross sales workforce are usually not even essentially linked to.

LinkedIn Gross sales Navigator Integration

LinkedIn Sales Navigator is a premium instrument that may help your Account Based mostly Advertising and marketing programme efforts. It gives in-depth insights into your goal accounts, together with firm information, job modifications, and worker connections. It additionally makes use of AI as part of its Account IQ feature, offering info on the accounts from throughout numerous on-line sources, equivalent to public experiences and knowledge, inside a single view. This info empowers your gross sales groups to tailor their strategy when reaching out to contacts, serving to them turn out to be ‘trusted advisors’, and even offering insights to help the event of the general ABM marketing campaign inside your advertising division.

Integration with intent or further platforms

Integrating LinkedIn with intent platforms, equivalent to Demandbase and 6sense, can yield precious knowledge on course account intent and marketing campaign effectiveness. This integration allows extra in-depth and surround-sound reporting of accounts and total programme efficiency, together with attain, engagement, and account gross sales velocity. Supported by our partnerships with Demandbase and 6sense, Fashionable has usually integrated use of those platforms with quite a few shoppers’ Account Based mostly Advertising and marketing programmes, enriching them with precious insights, further knowledge and reporting views. 

There are additionally a host of other marketing partner integrations accessible inside LinkedIn, equivalent to Salesforce, Hubspot and Microsoft Dynamics to call just a few, that may provide help to construct and goal related contacts by way of Matched Audiences, and extra.   

By successfully leveraging LinkedIn’s capabilities, both straight throughout the platform or via further integrations or premium options, you’ll be able to remodel your B2B advertising efforts and Account Based mostly Advertising and marketing technique, by constructing stronger relationships together with your goal accounts, in the end driving gross sales and enterprise development, and a profitable ABM programme.

Desirous about discovering out extra? Discover our LinkedIn and Account Based mostly Advertising and marketing experience in motion throughout our case studies.