Account-based marketing has been the hottest topic in B2B tech circles for some time, and with good reason. The narrow targeting and personalization associated with ABM campaigns align perfectly with the needs of today’s B2B buyers. Successful ABM campaigns require the use of multiple channels, with LinkedIn advertising being one of the most important for building awareness and generating leads. Here we take a look at how to use LinkedIn ads for ABM.
Upload Company Or Contact List
One of the biggest differentiators that LinkedIn advertising has is the ability to narrowly target your audience by company or even contact name. You can upload spreadsheets of either and use that audience as the sole contact who will see your advertisements. This allows for refined targeting and less wasted budget, as you will only be paying when someone on your list sees your ads. It also allows for great personalization of your ads and content.
Select All Decision Makers And Influencers
B2B sales often include multiple decision-makers and influencers who all play a role in making a purchase decision. When running an ABM campaign, you want to canvas as much of the organization as possible without wasting advertising dollars. You’ll want to target by job title and function to ensure anyone who is a decision-maker or in a position to influence a purchase decision is going to have your content put in front of them.
Create Personalized Ads And Offers
Proper segmentation of your audience allows you to create highly personalized ads and speak directly to your prospects. Each ad should contain copy that will strike a nerve with your audience and lead to content that is focused on solving one of their key pain points. The aim is to educate and entertain them while building awareness around the uses and benefits of your products. Create at least 4 ads for each campaign leading to different types of offers.
Follow Up With Email And Phone
Most leads gained through digital tactics need a bit more qualifying before they become a sales-ready lead. Using email to send them additional content that aligns with what they’ve already downloaded will help move them closer to a purchase decision. When a prospect has shown a genuine interest and signs, they are ready to make a purchase. It is time to get on the phone to schedule a discovery call.
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