Account-Based Marketing on LinkedIn: A Practical Guide
How to target specific companies and win big deals
Account-Based Marketing (ABM) flips traditional marketing. Instead of casting a wide net, you target specific high-value accounts.
LinkedIn is perfect for ABM. Here's how to do it.
Step 1: Identify target accounts
Work with sales to list your dream customers. These should be companies that would be great fits for your solution.
Step 2: Research decision-makers
For each target account, identify key people. Who makes decisions? Who influences them?
Step 3: Create account lists in LinkedIn
Upload your target companies to Campaign Manager. You can target by company name if they're on LinkedIn.
Step 4: Layer in role targeting
Target job titles likely to be involved in buying decisions within those companies.
Step 5: Create personalized content
Generic ads won't work for ABM. Create messaging that speaks to specific industries or even specific companies.
Step 6: Run multiple touchpoints
Use several campaign types - sponsored content, message ads, and retargeting. Hit targets from multiple angles.
Step 7: Coordinate with sales
Make sure sales knows which accounts are seeing ads. Time their outreach accordingly.
Step 8: Measure account engagement
Track which target accounts are engaging. Focus sales effort on engaged accounts.
ABM ad strategies:
Create industry-specific ads for vertical targeting
Mention common pain points for each industry
Use executive-level messaging for C-suite targets
Show ROI and business outcomes, not just features
Include relevant case studies from similar companies
ABM content ideas:
Custom landing pages for different industries
Case studies from companies similar to targets
ROI calculators specific to their challenges
Executive briefings or whitepapers
Comparison guides if you're replacing incumbents
Benefits of ABM on LinkedIn:
Precise targeting of high-value accounts
Alignment between sales and marketing
Higher deal sizes and better customer fit
More efficient use of budget
Shortened sales cycles from warm introductions
Stirling helps you create personalized ad variations for different target segments. Generate industry-specific messaging quickly and maintain personalization at scale.
ABM isn't for everyone. But if you have a defined set of target accounts and high deal values, it's incredibly effective.
