LinkedIn Account Based Marketing (ABM) Guide: LinkedoJet 

LinkedIn Account Based Marketing

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Account Based Marketing on LinkedIn

LinkedIn Account Based Marketing (ABM) Guide: LinkedoJet

Account-based marketing is a strategic approach that is transforming B2B marketing efforts. Rather than casting a wide net, it focuses on engaging with specific high-value accounts. ABM is deemed crucial by 92% of B2B marketers because it enhances personalization, fosters sales and marketing alignment, and boosts the likelihood of conversion.

LinkedIn emerges as an indispensable platform for executing ABM strategies, leveraging its robust targeting capabilities and trusted professional network. This guide explores measuring Account-based marketing success, implementing ABM on LinkedIn, employing tiered outreach tactics, harnessing platform features, and continually optimizing campaigns for maximum impact.

Understanding ABM

Flipping the Traditional Funnel

Account-based marketing (ABM) flips the traditional marketing funnel by starting with a targeted list of accounts rather than a broad lead generation approach. Instead of casting a wide net, ABM focuses resources on engaging specific high-value accounts, making it a more efficient strategy than traditional inbound marketing.

Alignment and Personalization

ABM requires buy-in from the entire sales and marketing team, as well as executives, and a LinkedIn Sales Navigator license to access advanced search and targeting capabilities. It ensures relevance by tailoring messaging, content, and offerings to specific accounts, fostering cross-selling and upselling opportunities with existing customers. Crucially, ABM gives sales and marketing teams shared revenue-focused goals and alignment, driving increased decision-maker reach, more senior-level meetings, accelerated sales cycles, and boosted revenues.

Strategic Implementation

Successful ABM implementation involves identifying high-value target accounts based on profitability, long-term value, and fit. Key steps include mapping key individuals within the target accounts who influence the buying decision, developing personalized campaigns and content tailored to each account and stakeholder, determining the optimal channels to reach them, and creating a strategic playbook outlining roles, responsibilities, tactics, and campaign cadence.

Implementing Account-based marketing on LinkedIn

The Marketer's Framework for ABM Success

The Marketer's Framework for ABM Success outlines 7 key steps to guide marketers on the path to ABM success:

  1. Achieve executive alignment between marketing and sales teams.
  2. Define your objectives - acquisition, expansion, or retention.
  3. Select and segment your target accounts into tiers (Tier 1, 2, 3) based on factors like relationship density, intent, deal size, and revenue potential.
  4. Identify the full buying committee using LinkedIn features like Segment Breakdown, Website Demographics, and Lookalike Audiences.
  5. Determine the right scale for your ABM approach (1-to-1 strategic ABM, 1-to-few scaled ABM, or 1-to-many programmatic ABM).
  6. Align your content to your audience and their mindset (informational vs. transactional).
  7. Measure and prove the impact of your ABM efforts using LinkedIn's reporting tools.

Leveraging LinkedIn for ABM

To implement LinkedIn Account-based marketing, leverage the following strategies:

  • Use LinkedIn Sales Navigator to build account lists, find decision-makers, and automate finding new accounts and decision-makers using Saved Searches [6].
  • Implement advanced LinkedIn ABM strategies like creating account lists through CSV uploading external data sources, using the 'bottom-up' outreach approach, and implementing a 'full-stack business developer' model [6].

Tiered Outreach Approach

Adopt a tiered outreach approach based on account prioritization:

TierOutreach Strategy
1 (Must Have)Manual outreach by top sales/executives, focus on building 1-on-1 relationships [6].
2 (Should Have)Semi-automated outreach with personalized messages at scale [6].
3 (Nice to Have)Fully automated outreach with generic messages [6].

Complement this with inbound marketing for Tier 3 accounts, with an inside sales team doing qualification calls. Synchronize LinkedIn ad campaigns with SDR outreach to warm up and stay top-of-mind [6].

Tiered Outreach Strategies

Implementing Tiered Outreach

To maximize the impact of your LinkedIn ABM strategy, adopt a tiered outreach approach tailored to the prioritization of your target accounts:

Tier 1 (Must-Have Accounts)

For your highest-priority accounts, implement a personalized, manual outreach strategy executed by top sales representatives or executives. This 1-on-1 approach focuses on building genuine relationships and addressing the unique pain points and challenges faced by these key accounts.

  • Leverage warm introductions and existing connections for initial outreach.
  • Craft highly personalized messaging and content specific to the account.
  • Prioritize face-to-face or video meetings to foster deeper connections.

Tier 2 (Should-Have Accounts)

For accounts in the second tier, implement a semi-automated outreach strategy executed by your sales development representatives (SDRs). This approach allows for personalization at scale, striking a balance between efficiency and tailored messaging.

  • Utilize LinkedIn's advanced search and filtering capabilities to identify relevant decision-makers.
  • Develop a sequence of personalized outreach messages and content tailored to the account's needs.
  • Leverage automation tools to streamline the outreach process while maintaining a personal touch.

Tier 3 (Nice-to-Have Accounts)

For lower-priority accounts, implement a fully automated outreach strategy using generic messaging and content. While less personalized, this approach allows you to maintain a presence and nurture potential opportunities within a larger pool of accounts.

  • Utilize LinkedIn's advertising and sponsored content capabilities to reach a broader audience.
  • Develop a consistent brand voice and messaging aligned with your target audience's pain points.
  • Integrate with your inbound marketing efforts, leveraging content and ads to nurture these accounts.

Remember, the key to a successful tiered outreach strategy is aligning your efforts with the prioritization and potential value of each account, ensuring that your most valuable accounts receive the highest level of personalized attention and resources.

Leveraging LinkedIn Features

Account Targeting and Segmentation

Account-based marketing on LinkedIn begins with precise account targeting. LinkedIn's powerful filters allow you to match your target accounts against its database of over 13+ million company pages. Leverage LinkedIn's first-party data to run granular ABM campaigns targeting specific roles and stakeholders within the buying committee.

  1. Account Profiling: Gain valuable insights into target accounts' organizational structure, key decision-makers, recent news, and company updates. This intelligence informs your outreach strategy and messaging.
  2. Audience Segmentation: Segment your target accounts into tiers based on factors like relationship density, intent, deal size, and revenue potential. This allows you to allocate resources effectively and tailor your approach for each tier.

Personalized Outreach and Engagement

  1. Personalized Outreach: Use LinkedIn Sales Navigator to send personalized connection requests, messages, and InMails to decision-makers within target accounts. This personal touch fosters stronger relationships and increases engagement.
  2. Content Sharing: Share insightful, relevant content and engage with account stakeholders to build rapport, and credibility, and establish thought leadership within your industry.
  3. Social Selling: Leverage LinkedIn's professional network to build and nurture relationships with target accounts through social selling tactics, fostering trust and familiarity.

Targeted Advertising and Analytics

LinkedIn FeatureABM Application
Account-Based AdvertisingDisplay personalized ads, sponsored content, or InMail to decision-makers in target accounts.
Account MonitoringTrack activities, updates, job changes, and company news from target accounts.
Sales IntelligenceShare insights, notes, and updates about target accounts for better collaboration.
RetargetingStay top-of-mind with individuals who have interacted with your brand or content.
Message AdsEnable direct and personalized communication with individuals within target accounts.

By leveraging these powerful LinkedIn features, you can execute a comprehensive ABM strategy, from precise targeting and segmentation to personalized outreach, engagement, and targeted advertising, all while gaining valuable insights to continually optimize your efforts.

Measuring and Optimizing ABM

Measuring the success of your LinkedIn Account-based marketing campaigns is crucial for understanding their effectiveness and identifying areas for optimization. Here are some important measures to keep track of and examine thoroughly:

  1. Engagement Metrics
    • Website visits, page views, content downloads, and email open rates from target accounts.
    • Percentage of targeted accounts engaging with your ads, emails, meetings, and events (aim for at least 25%)
    • Depth of engagement, such as key stakeholders interacting with your content, downloading whitepapers, or signing up for webinars.
    • Open and reply rates for email sequences targeting specific personas within accounts.
  2. Pipeline and Revenue Metrics
    • Conversion metrics like lead-to-opportunity, opportunity-to-deal, and revenue generated
    • Impact on pipeline velocity, including average time to close deals, number of deals influenced by ABM, and deal velocity for target accounts
    • Revenue generated or influenced by ABM campaigns, compared to the investment made (ROI)
    • Metrics related to cross-selling and upselling, such as revenue from expansion opportunities and additional products/services adapted
    • Average deal size from targeted accounts versus non-targeted ones
  3. Account Penetration and Advocacy
    • Number of contacts within a targeted account you are engaging with (aim for deep account penetration)
    • Quantity and quality of meetings, including meetings with higher-level decision-makers
    • Uptick in both the quantity and velocity of new opportunities within targeted accounts
    • Targeted accounts that have become advocates for your brand through testimonials, case studies, or referrals
    • Increase in LTV (Lifetime Value) for customers acquired through ABM compared to other channels

Continuously analyze your data and refine your strategy, adjusting messaging, targeting, and content based on what's working best. Maintain open communication between your sales and marketing teams to ensure alignment on goals and account targeting. Leverage LinkedIn's analytics and reporting tools to track engagement, click-through rates, conversions, and other metrics.

Introducing LinkedoJet: Your LinkedIn ABM Champion

But wait, there's more to your ABM success story! LinkedoJet steps in as your powerful companion, streamlining and amplifying your LinkedIn ABM efforts. LinkedoJet is a comprehensive ABM automation platform designed to empower you to:

  • Simplify Account Targeting: Leverage LinkedoJet's intuitive interface to upload your target account lists and identify key decision-makers with ease.
  • Craft Personalized Outreach: Craft personalized messages at scale, saving you time and ensuring each interaction resonates with your target audience. LinkedoJet automates sending connection requests, InMails, and follow-up messages, keeping your outreach consistent and efficient.
  • Automate Repetitive Tasks: Free up your sales and marketing teams' valuable time by automating repetitive tasks like lead nurturing and data entry. LinkedoJet ensures your team can focus on building strategic relationships and closing deals.
  • Measure and Analyze Results: Gain valuable insights into your ABM campaign performance with LinkedoJet's comprehensive reporting and analytics suite. Track key metrics, identify areas for improvement, and optimize your strategy for maximum impact.

By integrating LinkedoJet with your LinkedIn ABM strategy, you can achieve new levels of efficiency, personalization, and campaign effectiveness.

Conclusion: Amplify B2B Success with LinkedIn Account-based marketing and LinkedoJet

Account-based marketing (ABM) has emerged as a game-changer in B2B marketing strategies. By focusing on high-value accounts and fostering personalized relationships, ABM drives superior results compared to traditional lead generation methods.

This guide has equipped you with the knowledge and tools to leverage LinkedIn, the preeminent professional networking platform, to execute impactful ABM campaigns. We've explored the key steps to ABM's success, unpacked a tiered outreach approach, and highlighted powerful LinkedIn features that empower you to target, engage, and convert your ideal accounts.

Remember, successful ABM is an ongoing process. Continuously measure your results, refine your approach, and leverage the valuable insights gleaned from your LinkedIn ABM efforts. By implementing these strategies, you can amplify your B2B marketing success and forge lasting relationships with your most valued customers.

Now it's your turn to take action! Start building your LinkedIn ABM strategy today and watch your B2B pipeline flourish.

Are you ready to take your Account-Based Marketing (ABM) strategy to the next level?

Book a Demo with LinkedoJet today and experience the transformative power of ABM automation. See how LinkedoJet can empower you to forge stronger connections, accelerate deal velocity, and maximize your return on investment (ROI) from your LinkedIn ABM campaigns.

LinkedIn Account Based Marketing (ABM) Guide: LinkedoJet 

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