DIY vs ABM Platform Caveat:
We won’t dive too deeply into this, but if you haven’t tested ABM before, we usually recommend building something yourself initially, possibly working with a knowledgeable agency before committing to an ABM vendor. Here’s why:
- High Minimum Thresholds: Platforms usually require minimum monthly commitments of £5-10-15-20k before you can launch.
- DIY Model: Most of the minimum spend levels still involve a ‘do it yourself’ model where you build, execute, and optimise everything yourself.
- Primarily Display Ads: While you may get a relatively low CPM, most touchpoints offered through ABM platforms are display ads. This means high volume and visibility but low intent/performance. With a DIY LinkedIn ABM campaign, you can run a variety of ads to your identified company list.
So, if you’re already building, executing, and optimising the campaigns, why pay an ABM vendor just for the opportunity to run on their channel? We encourage you to build and iterate (with an agency if needed) and expand your knowledge base.
1. Define Your Ideal Customer Profile (ICP)
Before diving into LinkedIn’s ABM capabilities, clearly define your Ideal Customer Profile (ICP). Your ICP should outline the specific characteristics of the companies and decision-makers you want to target. Consider factors such as industry, company size, job titles, and geographic location. This foundation will help you create a highly targeted and effective campaign.
According to a study by HubSpot, companies that use a defined ICP see a 2.5x higher conversion rate compared to those that do not (HubSpot, “The State of Inbound Marketing,” 2023). Defining your ICP ensures your ABM efforts are targeted at the right audience, increasing the likelihood of engagement and conversion.
ABM Lists to Consider Building:
- Current Pipeline: Prospects you’re currently engaged with, are dormant, or never made it to a demo meeting, etc. These can be helped to progress to the next stage.
- Dream List of Clients: Who fits directly in your ICP? Which companies are you most confident have pain points you can solve? Keep this to 20-50 companies to start with and narrow from there.
- Closed/Lost or Churned Customers: There might still be some exit remorse or reconsideration coverage at a very low spend level.
2. Leverage LinkedIn’s Advanced Targeting Options
LinkedIn offers robust targeting features that are crucial for ABM. Utilise these options to narrow down your audience:
- Company Targeting: Use LinkedIn’s company targeting features to focus on specific organisations that fit your ICP.
- Targeting specific companies can increase the relevance of your campaigns. LinkedIn reports that 58% of B2B marketers have seen improved lead quality by using company targeting features (LinkedIn, “B2B Marketing Insights,” 2023).
- Job Titles and Functions: Target decision-makers and influencers by their job titles and functions relevant to your product or service.
- Targeting decision-makers by job title leads to higher engagement. LinkedIn data shows that campaigns targeting specific job titles see up to a 4x higher click-through rate (LinkedIn Marketing Solutions, “LinkedIn Ads Performance,” 2023).
- Skills and Interests: Leverage skills and interests to reach individuals who have shown engagement in areas related to your offering.
LinkedIn’s targeting options are highly effective for B2B marketing. Research from LinkedIn itself shows that companies using LinkedIn’s advanced targeting capabilities experience up to 2x higher conversion rates compared to those using less targeted methods (LinkedIn, “The Power of LinkedIn Ads,” 2024).
3. Craft Personalised Messaging
Personalisation is key to a successful ABM campaign. Develop messaging that resonates with the specific pain points and needs of each target account. Use LinkedIn’s Sponsored InMail or Message Ads to send direct, personalised messages to decision-makers. Ensure your messaging highlights how your solution can address their unique challenges.
Consider calling specific persona identifiers in your headlines, descriptions, or text overlays:
- Job Titles: “Marketing Ops Experts are doing XYZ and saving 10 hours of time per week.”
- Company Size / Niche Industry: “The Secret to Mid Market FinTech Automation.”
- Problems You Solve: “Running more than 100 customer support tickets per week.”
According to a study by Demandbase, personalised messages are 2.5x more likely to generate a positive response compared to generic messaging (Demandbase, “Personalisation in ABM,” 2023).
LinkedIn’s Sponsored InMail boasts a 15-20% higher open rate compared to standard email marketing campaigns (LinkedIn, “Sponsored InMail Performance,” 2023).
4. Create High-Value Content
High-value content significantly impacts engagement. Content marketing studies show that 70% of B2B buyers prefer to engage with content that is directly relevant to their industry and role (Content Marketing Institute, “B2B Content Marketing Trends,” 2024). This could include:
- Case Studies: Showcase success stories that are relevant to the industries or companies you’re targeting.
- According to HubSpot, 72% of B2B buyers find case studies to be one of the most useful types of content for making purchasing decisions (HubSpot, “Content Preferences Survey,” 2023).
- White Papers and E-books: Provide valuable insights and solutions tailored to the needs of your target accounts.
- Research by Demand Gen Report highlights that 61% of B2B buyers prefer to consume white papers and e-books during the consideration phase of their buying journey (Demand Gen Report, “B2B Content Preferences,” 2023).
- Webinars and Events: Invite key decision-makers to exclusive webinars or events that offer actionable insights.
5. Utilise LinkedIn Ads for Increased Visibility
LinkedIn Ads can amplify your ABM efforts by placing your content directly in front of your target audience. Consider the following ad formats:
- Sponsored Content: Promote your content to your target accounts’ LinkedIn feeds.
- Data from LinkedIn shows that Sponsored Content on LinkedIn generates 3x more engagement compared to standard display ads (LinkedIn, “Sponsored Content Performance,” 2023).
- Sponsored InMail: Send personalised messages directly to decision-makers’ LinkedIn inboxes.
- Sponsored InMail has a 20% higher response rate compared to other forms of digital advertising (LinkedIn Marketing Solutions, “InMail Effectiveness,” 2024).
- Text Ads and Display Ads: Increase brand visibility with targeted text and display ads.
6. Track and Optimise Your Campaign
Monitor the performance of your ABM campaign through LinkedIn’s analytics tools. Track key metrics such as engagement rates, click-through rates, and conversions. Use this data to make informed adjustments and optimise your campaign for better results.
You can build specific reporting to emulate an ABM activation and visibility report at the company level from your uploaded company list. Demographic data will show impressions, clicks, members targeted, etc. Then, you can work with your sales team to gauge progression from those accounts, increased influence on pipeline activity, and sales efficiencies.
7. Collaborate with a LinkedIn Ads Agency (Optional)
For those seeking expert assistance, partnering with a LinkedIn Ads Agency can be highly beneficial. Agencies specialising in LinkedIn B2B Marketing can provide valuable insights and strategies to enhance your ABM efforts. Consider agencies that have a track record of success in executing LinkedIn-based ABM campaigns.
Just a nice safety net as you execute your first few ABM campaigns.
Building an effective ABM campaign on LinkedIn requires a strategic approach that combines targeted outreach, personalised messaging, and high-value content. By leveraging LinkedIn’s advanced targeting capabilities and tracking your campaign’s performance, you can achieve substantial growth and engagement with your ideal accounts. For a streamlined execution, partnering with a LinkedIn Marketing Agency might be the key to maximising your campaign’s success.
