Now that you just’ve recognized which accounts are researching your product, it’s time to launch your marketing campaign. However earlier than you do this, it’s essential to know the way to craft the proper goal segments and messaging so you may make certain your adverts are as efficient as doable.
1. Construct an inventory of focused accounts
Forged your web vast, then slim it down as you be taught extra about your viewers. LinkedIn recommends concentrating on a minimal of 1,000 accounts, so utilizing that quantity as a baseline is an efficient place to start out.
When creating copy and visuals to your adverts, needless to say consumers at every stage of the funnel have completely different intents.Due to this fact, you’ll must have completely different content material sorts locked and loaded for every stage.
TOFU: Useful advert content material consists of weblog posts, instructional movies, and consumer opinions.
MOFU: Useful content material consists of reviews, whitepapers, and purchaser’s guides.
BOFU: Useful content material consists of aggressive comparisons, case research, and product demos.
Professional Ideas: For those who’re a small firm that’s nonetheless constructing your presence on G2, mix your whole intent indicators into one record and goal them with generic branded adverts or adverts that showcase your high product options.
2. Map your content material technique to the intent sign
When selecting your advert sort, hold your final purpose in thoughts. For those who merely need to educate TOFU consumers about your product, your advert could cause them to a weblog submit or touchdown web page. If you wish to gather MOFU consumers’ contact info, your advert ought to embrace a lead gen type.
The perfect method is to craft a content material technique round every G2 Purchaser Intent sign:
CATEGORY PAGE VIEWS:
It is a nice alternative to teach these consumers in your software program class. Strive serving up an e-book reminiscent of “The Definitive Information to Buyer Relationship Administration (CRM) Platforms”.
C O M P E T I TO R PAG E V I E WS :
That is the purpose the place it is best to drive consumers to a touchdown web page in your website that reveals the important thing differentiators between you and your high three to 5 opponents. For those who’re in a crowded software program class with some huge gamers, have enjoyable with it. For instance, admit that when you is probably not Salesforce, there are nonetheless loads of the explanation why your answer is an efficient match to your viewers.
PRODUCT PAGE VIEWS:
Right here is the place you possibly can lean in and drive demo requests or comparable high-value engagement. These consumers know who you might be, they’ve checked out your product web page, they usually’re . Go for a MOFU method to drive demo requests or free trials.
Bear in mind, there’s no one-size-fits-all advert technique. You’ll must experiment with completely different advert sorts for various audiences till you discover the proper match.
Professional Ideas: For BOFU audiences, strive Dialog and Single Picture Adverts. Dialog Adverts will assist you interact along with your goal consumers, whereas Single Picture Adverts will hold your product high of thoughts with potential consumers.
3. Enhance your ABM campaigns
Use your intent information as a layer in your account-based advertising and marketing (ABM) technique. Your gross sales and advertising and marketing groups ought to work collectively to construct focused account lists primarily based on gross sales prospect lists and intent information.
As soon as your cross-reference your intent information account along with your gross sales prospects, you’ll know precisely which of them to focus on. On this case, your intent information not solely supplies extra accounts to focus on, but additionally extra context on which of them are top quality.
Professional Ideas: Don’t neglect about your present prospects. Equip your Buyer Success crew with the fitting instruments and messaging to allow them to stop churn by following up with prospects product alternate options.
4. Proactively attain out to your excessive intent accounts
Within the early phases of the shopping for course of, it may be laborious to determine precisely what every account is searching for. Nonetheless, as accounts transfer down the funnel, their intent turns into increasingly more clear.
If an account compares your product with one among your opponents, as an illustration, you possibly can present them with info that highlights your core differentiators.
Along with your adverts, ensure your gross sales crew is actively reaching out to those accounts. You’ll be able to even arrange Slack or Salesforce alerts to your gross sales crew to immediately attain out to those excessive intent audiences.
5. Metrics to search for
On the finish of the day, your G2 Purchaser Intent information and LinkedIn adverts are working towards the identical purpose: serving to you pinpoint high-intent potential consumers so you possibly can information them down the funnel and shut extra offers.
You’ll be able to arrange conversion monitoring and observe your prospects from G2, permitting you to see and perceive their whole journey. In case your purpose is to get extra consumers to your web site, you possibly can create a G2 reference web page in your area with useful content material like Comparability Reviews and 5-star consumer opinions.
As you noticed within the earlier instance, CPL isn’t the one factor you ought to be monitoring. In reality, it’s essential to take a holistic have a look at your whole marketing campaign metrics to find out success. Remember the fact that conversion charges, CAC, pipeline, and income are key metrics it is best to have a look at.
Professional Ideas: As a substitute of utilizing lead era adverts, you should utilize a touchdown web page to advertise your G2 opinions and cut back advert prices.
Shine a lightweight in your prospects
The G2 Purchaser Intent + LinkedIn Matched Audiences Integration makes it simple to succeed in in-market consumers who’re actively trying to find software program options like yours. Create intent-powered LinkedIn audiences and goal accounts that present curiosity in your product, opponents, and class on G2.
Don’t be intimidated by the darkish depths of social promoting. Combine your G2 Purchaser Intent with LinkedIn Matched Audiences and shine a brilliant mild on these high-intent accounts.