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How LinkedIn ABM Enhances B2B Branding

It’s hard to believe that a B2B marketer isn’t aware of the value of Account-Based Marketing (ABM) and has switched over as well. Being in a B2B business, if your priorities include efficacious alignment with sales, delivering higher quality and apter leads, and linking other marketing activities that hit directly to revenue, ABM is undoubtedly a practical part of your thinking. But, despite this, only because the benefits are understood doesn’t state that the process for building an ABM program always is the same.

ABM can feel daunting for several reasons, such as:
  • The complex task of pulling data together for target accounts
  • The science of profiling those accounts and categorizing audiences
  • The long-lasting task of personalizing content
  • And the effort involved in generating the momentum to make it all happen

However, it might be easy to assume that ABM is only workable for larger businesses with sophisticated analytics and resource to spare.

But the fact is ABM is already delivering value for a wide range of businesses. And those businesses find many essential ingredients for doing effective ABM. Out of which, a popular ingredient is LinkedIn.

It’s through LinkedIn tools that they are now integrating data from both sales and marketing. For example, by having LinkedIn-based marketing, they can now easily have a real-time view of accounts' engagement. It’s on LinkedIn where they find the targeting capabilities to deliver personalized content to the right target audiences. And it’s on LinkedIn where they can find the capabilities to scale ABM programs flexibly.

Footing of LinkedIn Account-Based Marketing

ABM strategy demonstrates benefits such as the ability to look at the impact of engagement in detail. It enables you to be precise about whom you are targeting and why. The more insight you can integrate while working with sales to plan an ABM program is the better.

The sources can come through various marketing automation platforms, ABM-specific tools, and ABM strategies. However, it’s unusual to spot an ABM program that doesn’t combine LinkedIn as a vital source of insight or, say, as a constant source of data collection and the crucial execution channel.

Its function across the various stages of an ABM program makes LinkedIn a worthy starting point for marketing teams to build an ABM strategy. Even if you are starting with confined in-house data, LinkedIn affords the essentials for prioritizing accounts, identifying the critical prospects to target, delivering personalized content, and tracking the impact of what you’re doing.

It’s one crucial foundation of ABM, which you can build on as you gain more insight.

What’s Inside—LinkedIn Account-Based Marketing

Many consumers decide to buy a product or service before ever encountering it personally. Of course, this also applies to B2B buying.

How is that?

People research in B2B as much as in B2C. In the age of social media, people purchase solely through research. Social media has empowered people to research more than ever before, and for B2B, this is oftentimes observed through LinkedIn.

People can research every single angle and aspect of a brand and company, from corporate social responsibility and community engagement to followers. In addition, they can research the CEO personally — what the CEO is saying, doing, and buying.

So, when people are deciding whether to buy from you, they research. The first thing they'll do is search for you through the LinkedIn profile. When people click on your LinkedIn, they’ll get a positive impression if you have positive content and recommendations and lots of positive engagement on your page.

Your content is positive and would lead when it shows long-form posts, short-form posts, videos, graphs, white papers, and figures that explain what you do, how you do it, and what you can do for people. When audiences are involving with your content, it's high time that you know what you are doing and are an expert in it.

When Media 7 interviewed Udi Ledergor, Chief Marketing Officer at Gong, he said,

“Our top channels for engaging our audience of sales professionals include our LinkedIn page, our highly engaged audience at our LinkedIn profile, and our enthusiastic list of email subscribers. To complement our digital channels, we supplement them with a good dose of content, which includes advertising, and other mediums not often used in B2B Marketing.”

Similar to this, when Media 7 interviewed Ed Breault, Chief Marketing Officer at Aprimo said,

“We are “humanizing” communications as much as possible, over the phone for voice, broadcast, media buying within different properties like LinkedIn. I think it’s a drive to strike a balance to create a complete experience for my audience. The foremost motivation to innovate should be solving a real-world problem your customers are experiencing.”

LinkedIn Account-based Marketing has created value to add for ABM strategies. However, LinkedIn targeting also plays a vital role for smaller marketing teams who have just stepped in their ABM journey and are hungry to gain meaningful insights to help plan their program.

Here are some crucial ways to use LinkedIn for targeting campaigns at the stages of executing an ABM:

Build a Personal Brand

One of the best ways to engage with essential accounts through LinkedIn Account-based Marketing is to have decision-makers as part of your existing system. If you already have a trustworthy relationship with them, they will be more probable to trust you and buy from you. You can take advantage of LinkedIn to build a personal brand, build solutions, and aware your accounts. There is no secret hack to using LinkedIn to expand your personal and company brand. Be authentic. Provide significance to your audience. Don't show up only to sell.

To build your brand, the best content type to post will solely depend on your audience. However, LinkedIn users are 10x more active in sharing videos than text-related posts. So, ensure creating your content in the format your audience wants to consume it.

Outline the Priority Accounts

You can’t stay relaxed after you assign a high-value account for your ABM program. You also need to spend time profiling the business, identifying important stakeholder audiences, and developing a plan for them.

The time you invest in understanding your top-priority accounts won’t only support sales, but you will also be creating relevant personas for your broader ABM program.

To know how to go about profiling accounts on LinkedIn, you need to know that the Buyer Circle feature within LinkedIn Sales Navigator is a perfect starting point for profiling your priority accounts. In this, you will be able to identify all of the decision-makers and influencers expected to be involved in a purchase decision.

Choose Types of Ads Ideal for LinkedIn Account-based Marketing

There remains a wide range of advertisement options similar to your target audience. Determining which ones will be the best fit according to your business can benefit your ads to land with an extra punch. Let’s understand it in detail.

Content Sponsored Ads

A sponsored content is proven to be one of the most effective ad types to engage the audience and is best considered an easy way to get started with LinkedIn account-based marketing.

In case of point, you can use an existing post on your company’s page or create a most relevant to your target audience. Content can include images, articles, videos, or presentations that win audiences’ hearts.

Likewise, carousel images are a particularly robust strategy that can help humanize your brand through your ads. With the ability to use several images that can link to multiple landing pages of the company’s website, you can share more of your company’s story.

Carousel-based ads can even boost your target audience to stop scrolling through their feed and interact with your ad directly to get in contact with your sales team.

LinkedIn Text Ad

A text ad only includes words. This means you can’t rely on fancy images to draw in leads. Instead, it’s all focused on a creative copy. Text ads can be valuable, especially because they may be cheaper than other ads, and where you can easily update the text to achieve the best ROI. So, if you are thinking of creating specific campaigns, use LinkedIn targeting options and see the results.

LinkedIn Display Ads

Right in line with LinkedIn account-based targeting, display ads let you target an extremely specified audience. In addition, with using a variety of content for your ads, like text, audio, video, or images, LinkedIn targeting becomes easier.

The benefit you get is that you can strengthen your brand and ultimately reach more professionals, decision-makers, and influencers worldwide.

LinkedIn Video Ads

Video has become a popular choice for brand content because video ads make up 35% of total online expenditure. It’s a simple yet effective way to deliver your company’s message in a creative and informative method. Luckily, you can also utilize video with your ads, as LinkedIn privileges this content format in the best ways. If nothing, begin with creating video ads on LinkedIn for targeting campaigns.

Generate Content that Works the Best

The ability to deliver customized content is the optimum truth for an ABM program—because everything pivots around it.

Personalized content is the bridge where sales meet marketing execution. If it is done right, it means that influencers and decision-makers engage with content that reflects the business’s needs and the priorities in its respective role.

Creating personalized content maximizes the engagement that it can generate. For example, in LinkedIn’s recent State of Sales survey, 87% of B2B buyers in Europe say they are more probable to consider products or services from a brand that engages them with content precisely relevant to their role.

Similarly, LinkedIn’s exceptional targeting capabilities play a prominent role in a lot of ABM strategies. LinkedIn account targeting ensures that, when you modify content to fit a priority account, you can deliver that content exclusively to that account

Keeping an attractive offer for an eBook, guide, white paper, or infographic can be perfect for drawing key prospects’ attention. It is because you never know how it might ultimately create an easy opportunity for a conversion.

How do you Now Convert Leads?

While you might upload your target list appropriately, create a captivating ad for your audience, and set up all options correctly, still you might have a remaining question in the back of your mind:

What if I don’t get conversions?

That’s the entire purpose of this, after all. You don’t want to fade off at the last step!

When lining up your ad for lead generation, you can indicate your target audience between sending them to your website’s external landing page or filling out a LinkedIn form.

While an impeccably executed landing page can convert leads, LinkedIn also might deliver different options to let them fill out a form, where their information will be swiftly and efficiently filled based on their profile. That’s what the power of LinkedIn account-based marketing is doing to other B2B business bodies.

Track Engagement for Best Results

In the last, it is an obvious step to take! The multiple benefits of tracking your engagement will be equally apparent. Tracking the results of your accounts through LinkedIn account-based marketing can aid you, and your account-based marketer to better understand who other prospects are required to be targeted within existing accounts. Also, you can track at an appropriate time, to give an extra gentle push in the funnel.

Activating real-time alerts so that your account-based marketer can get in touch with the accounts that have demonstrated interest in your business within an appropriate time frame. Doing this can help discover further opportunities that may have been missed otherwise.

Providing these alerts can enable your account-based marketer to perceive exactly when targeted accounts engage with your ads. Of course, this swells up your engagement score. From this, your team can take additional steps and use that information to determine which accounts aren’t engaging and think critically—why some offerings are working and how you can change the ads that aren’t responding.

Since every campaign is different, you will have to determine individual goals for each of the accounts. However, if your campaign is underperforming, there are steps you can always take to make improvements.

Ready to Start-up your ABM Process with LinkedIn?

Most business professionals are already strengthening LinkedIn for networking, inspiration, and knowledge sharing. So why not use the platform for everything of which it is worth able?

No other social media platforms are as specific and curated as LinkedIn. So, if you know whom you are targeting and looking for a new way to capture leads, it’s not too late to use LinkedIn Account-Based marketing techniques. Again because, people are researching you, whether you like it or not.

The great thing about LinkedIn Account-Based marketing is that you can take the bull by the horns and proactively craft your LinkedIn profile to guide their research on you. In this way, you are the one writing your narrative and deciding their opinion of you so that your social selling can take off.

Frequently Asked Questions

What are the benefits of using LinkedIn for ABM?

The benefits of using LinkedIn for ABM are generating leads, driving website traffic, multiplying ROI, creating brand awareness, showing marketing potential, and marketing functionalities, among many others.

What is the top 3 reason to use LinkedIn for ABM?

Well, several reasons are evolving each day to use LinkedIn for ABM, but the reasons actually will give you results are:
  • Selection of targets
  • To profile priority accounts
  • Score leads

How to use LinkedIn ABM to generate leads?

There are some steps to follow to generate leads using LinkedIn ABM. Don’t miss out on these.
  • Firstly, know your audience
  • Find them on LinkedIn
  • Create a list of target accounts from their LinkedIn profile
  • Specify your accounts
  • Create content through keeping accounts and their business needs
  • Choose your ad type and specify to your audience
  • Post, tag, share throughout the platform
  • Track your engagement

Spotlight

BAM! Social Business, LLC.

Born in the digital age, BAM! has reinvented the digital marketing strategy for businesses across many industries. We specialize in digital marketing but also have a deep love for revolutionizing the way that your business thinks about traditional marketing initiatives. We are relationship focused and want to ensure that your audience is engaged and retained for future interactions.

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Highspot Launches Highspot Copilot for Sales Enablement

PR Newswire | October 23, 2023

Highspot, the sales enablement platform that increases sales productivity, today announced its Fall '23 release, delivering Highspot Copilot, a generative artificial intelligence (AI) digital assistant that accelerates companies' ability to equip, train, coach, and analyze revenue teams' execution. These new capabilities come as adoption of Highspot continues to accelerate worldwide, with the platform connecting more than 15 million users in the past 12 months. Businesses worldwide are prioritizing sales productivity, driving investment in sales enablement. According to research from Gartner® "The sales enablement subsegment grew strongly once more, rising 35.7% in 2022, after growth of 19.7% in 2021" (Market Share Analysis: CRM Sales Software, Worldwide, 2022, Oct. 2023. Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.) Highspot is accelerating the adoption of sales enablement technology by offering new generative AI and analytics capabilities, as well as expanded technology integrations that give customers a unified platform for defining, executing and measuring their strategic growth initiatives. Ease of use, governance and high adoption rates are key reasons why companies including Baker Tilly, Deluxe, Qualtrics, Ritchie Bros., and more have switched to Highspot. Sales productivity is a consistent board room topic but until now, sales enablement often hasn't been, said Robert Wahbe, CEO, Highspot. Today, that changes. Highspot Copilot injects powerful and easy-to-use generative AI capabilities into our unified platform, which, when combined with new analytical depth on leading indicators of success, empowers enablement teams to turn go-to-market strategy into revenue outcomes. Highspot Copilot turbocharges velocity and impact of enablement programs Generative AI is poised to take sales enablement to a new frontier of efficiency and impact in consistently turning businesses' growth initiatives into revenue performance. Highspot Copilot is a digital assistant that will help salespeople, marketers and enablement practitioners to: Automate:Generate accurate content descriptions, meeting summaries and action items, and much more in just seconds. Advise:Easily assess seller skills, delivery and readiness at scale with analysis of real-world sales meetings. Co-Create:Deliver personalized emails, digital room experiences and tailored meeting preparation documents with a single button click. Answer Anything:Leverage instant answers to questions in natural language based on your Highspot content. Initiative Scorecard drives growth initiative success by analyzing leading indicators in unified view Strategic growth initiatives – from launching new products to entering new markets – have historically been measured by lagging indicators, such as pipeline conversion and win-rates, which limits success and hinders agility. Highspot's new Initiative Scorecard shares the leading indicators of success for revenue teams, helping companies analyze the impact of enablement programs. This technology breakthrough unlocks new insight into how an initiative is performing to drive effective C-level strategy. Highspot's recently released Meeting Intelligence capability – which works with Gong, Microsoft Teams and Zoom – delivers meeting transcriptions, rubrics, summaries and more, and provides a key data source for the Initiative Scorecard to show how the initiatives perform in buyer conversations. Expanded Microsoft Dynamics 365 integration Highspot is delivering many new capabilities that improve its existing Dynamics 365 integration, including Engagement Genomics – AI-driven inferencing that automatically relates sellers' shared content to the appropriate accounts, leads, contacts, and opportunities in Dynamics 365, delivering a complete picture of influenced revenue for content, plays and initiatives. In addition to bringing the entire breadth of Highspot's platform to Dynamics 365 users, the company is also expanding integrations across the broader Microsoft ecosystem, from Microsoft Teams to the Azure OpenAI Service.

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ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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Core ABM

Intellimize Joins Forces with Demandbase to Revolutionize ABM

PR Newswire | October 19, 2023

Intellimize, the leading AI experience optimization platform, today announced their partnership and integration with Demandbase, the leader in AI-driven account-based go-to-market. Shared customers of Intellimize and Demandbase can now use firmographic attributes to build custom audiences that deliver personalized experiences. For example, customers can target specific accounts, or groups of accounts based on company size, industry, revenue, and more, to show a dedicated experience on their website. This integration enables marketers to deliver dynamic website experiences across the buyer's journey, a critical element to account based marketing (ABM) program success. Coupa, a SaaS company, is using the integration to deliver personalized landing pages to target accounts in specific industries and has seen great success. By breaking out their campaigns not only by industry, but also revenue tier, they're able to further tailor experiences to key accounts and deliver messages that resonate with each visitor. We used the Intellimize integration with Demandbase to personalize pages on our website by industry and by revenue tier, and as a result we were able to boost conversions by an average of 8.4% (and for a certain industry it was a 227% boost in conversion rates!). We were also able to figure out which messages work best for which industry and which revenue tier, which is extremely valuable across all of our marketing efforts. Ally Vandenherik, Senior Digital Marketing Manager, Coupa Software This integration will not only enable users of both products to curate highly personalized experiences for target accounts, but will also allow them to ensure those experiences are consistent across all website properties, landing pages, and other content, better educating buyers across all points of their journey. Additionally, the integration will unlock significant upsell and cross sell opportunities for brands looking to create account-specific special offers, amplifying countless revenue opportunities. "We are excited to partner with Intellimize, so our joint customers can create more meaningful experiences for their customers," remarked Michael Wilczak, chief strategy and development officer at Demandbase. "We're all about using data and AI to light up the buyer journey and remove friction for both the buyer and seller. Our partnership with Intellimize is a perfect fit for this vision." About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

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