![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/Account-based-marketing-strategy-possible-results-LinkedIn-research-1024x554.jpg\")
<\/span>Key insights<\/span><\/h2>\n\n\n\n\n- Account-based marketing (ABM) strategy involves the coordinated efforts between sales and marketing, which leads to increased engagement, ROI, and reduced lead costs.<\/li>\n\n\n\n
- Account-based marketing tactics begin with market segmentation and identifying the most promising accounts as determined by sales and marketing. Only after this, personalized communication is developed with these accounts.<\/li>\n\n\n\n
- This approach contrasts with the traditional funnel, which starts with attraction and lead magnets that may capture unqualified leads.<\/li>\n\n\n\n
- LinkedIn, with its paid tools and automation, is an ideal platform for reaching targeted accounts.<\/li>\n\n\n\n
- You can focus on a specific niche, connect with target accounts through precise filtering, and utilize the vast data available on the social network.<\/li>\n<\/ul>\n\n\n\n
<\/span>Definition: LinkedIn account-based marketing<\/span><\/h2>\n\n\n\nAccount-based marketing (ABM) is a strategy that transforms your team into skilled hunters, armed with precision tools, targeting only the most promising game<\/em><\/strong>. <\/p>\n\n\n\n<\/span>Account-based marketing funnel<\/span><\/h3>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/Traditional-Funnel-vs.-ABM-Funnel-1-1024x517.jpg\")
Account-Based Marketing flips this funnel on its head<\/em><\/figcaption><\/figure>\n\n\n\nInstead of starting broad and narrowing down, ABM begins with targeting specific accounts that are ideal for your business. <\/p>\n\n\n\n
In ABM, marketing and sales teams work together to identify the specific “big fish” <\/em><\/strong>they want to catch. This collaboration ensures that every effort is directed towards luring in only the most valuable leads.<\/p>\n\n\n\nThe essence of ABM is to make sure that what marketing considers a catch (marketing qualified leads, or MQLs) is precisely what sales wants to reel in (sales qualified leads, or SQLs). This alignment saves time and maximizes efficiency!<\/p>\n\n\n\n
LinkedIn is a powerful hunting ground for ABM, offering tools like:<\/p>\n\n\n\n
\n- Account targeting based on uploaded CSV data<\/li>\n\n\n\n
- Advanced filtering when searching with Sales Navigator, Recruiter <\/li>\n<\/ul>\n\n\n\n
These tools help you pinpoint the exact prospects <\/em><\/strong>that fit your ideal customer profile. <\/p>\n\n\n\nWhile LinkedIn ads are a common method, there are other innovative tools on the platform that can help you build a successful ABM strategy.<\/p>\n\n\n\n
In the following sections, we will dive into these alternative tools and techniques on LinkedIn, showing you how to craft a streamlined ABM funnel. <\/p>\n\n\n\n
This way, your sales team can focus on closing deals with the most qualified leads, turning your marketing efforts into a precision-guided success.<\/p>\n\n\n\n
Usually people mean LinkedIn ads when they talk about implementing LinkedIn ABM. But below we\u2019ll show you more alternative tools for this strategy!<\/em><\/p>\n\n\n\n<\/span>Account-based marketing best practices<\/span><\/h2>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/Account-based-marketing-best-practices-stages-of-the-process-1024x931.jpg\")
Implement these stages to transition to an ABM strategy.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 1 – Unite Sales + Marketing effort<\/span><\/h3>\n\n\n\nBuilding a strong foundation for collaboration between your sales and marketing teams starts with defining shared objectives. <\/p>\n\n\n\n
This alignment is crucial for developing a cohesive and personalized approach to serve your B2B firm’s customers effectively.<\/p>\n\n\n\n
Here’s how this alignment translates into practical steps:<\/p>\n\n\n\n
<\/span>Identifying Common Goals<\/span><\/h4>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Marketing-and-sales-Common-goals-1024x451.png\")
Shared goals between marketing and sales can be the starting point of your plan.<\/em><\/figcaption><\/figure>\n\n\n\nBefore diving into strategies, ensure that both marketing and sales teams are aligned with shared objectives. For instance, increasing customer retention and expanding market share could be common goals.<\/p>\n\n\n\n
<\/span>Selecting an ABM Strategy<\/span><\/h4>\n\n\n\n![\"account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/Account-based-marketing-best-practices-marketing-ABM-strategies-1-1024x563.jpg\")
The choice of strategy can vary for each market and product.
<\/em><\/figcaption><\/figure>\n\n\n\nOnce alignment is established, choose an account-based marketing strategy that best aligns with your business objectives. For example, if the goal is to upsell or cross-sell to existing customers, focus on an ABM approach tailored for customer expansion.<\/p>\n\n\n\n
<\/span>Establishing Collaborative Practices<\/span><\/h4>\n\n\n\nEncourage collaboration by addressing key challenges faced by both teams. Emphasize that business growth stems from teamwork, not internal competition. Establish regular communication channels and involve each other in the planning process to identify growth opportunities.<\/p>\n\n\n\n
<\/span>Setting Target Accounts Based on 1:10 Ratio<\/span><\/h4>\n\n\n\nUse the 1:10 ratio as a guideline to determine the number of target accounts. This ratio suggests that each marketer can support up to 10 salespeople, and each salesperson can handle up to 10 accounts.<\/p>\n\n\n\n
<\/span>Identifying Target Accounts Together<\/span><\/h4>\n\n\n\nWork with the sales team to shortlist potential accounts based on various criteria such as data accessibility, key buyer reach, existing relationships, and ideal customer profiles.<\/p>\n\n\n\n
<\/span>Leveraging Data and Tools<\/span><\/h4>\n\n\n\n![\"account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/abm-tool-example-1024x581.png\")
Sales Navigator allows you to see data sets for each account.<\/figcaption><\/figure>\n\n\n\nUtilize tools like Company Engagement Reports and Sales Navigator to gather insights and narrow down the list of target accounts. Consider factors like existing connections, deal sizes, potential revenue, and client references.<\/p>\n\n\n\n
Explore more about using Sales Navigator with Linked Helper. <\/a><\/strong><\/p>\n\n\n\n<\/span>Checking Overlapping Accounts<\/span><\/h4>\n\n\n\nAnalyze actively engaged accounts from both sales and marketing to identify common target accounts. Determine if efforts are aligned or if there are gaps that need addressing.<\/p>\n\n\n\n![\"account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Account-based-marketing-best-practices-Mapping-audience-types-scheme.png\")
Mapping audience types based on sales and marketing data helps in segmentation<\/em><\/figcaption><\/figure>\n\n\n\nCreate a 2×2 matrix between sales and marketing lists to categorize audience types:<\/p>\n\n\n\n
\n- Warm Audience: Where marketing engages but sales lacks connections.<\/li>\n\n\n\n
- Untapped Audience: Where both activities are low but individuals are crucial.<\/li>\n\n\n\n
- Missed Opportunities: Where sales operates without marketing support.<\/li>\n\n\n\n
- Sweet Spot: Where both teams are aligned and engaged effectively.<\/li>\n<\/ul>\n\n\n\n
Once marketing and sales are aligned, they work together to choose the ABM strategy. Choose the one that aligns most to your business objective.<\/p>\n\n\n\n
<\/span>Stage 2 – Segment accounts<\/span><\/h3>\n\n\n\nStart by narrowing down your list to top-priority accounts that align with your business goals and are likely to yield high-value conversions.<\/p>\n\n\n\n
<\/span>Segmentation for ABM<\/span><\/h4>\n\n\n\nSegment these accounts based on common attributes such as company size, location, growth rate, revenue, and product interest<\/em><\/strong> to create your Ideal Customer Profile (ICP).<\/p>\n\n\n\n<\/span>Prioritizing Tier 1 Accounts<\/span><\/h4>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Final-target-accounts-list.png\")
Tier 1 Accounts can be identified based on company-specific criteria; there is no universal rule.<\/em><\/figcaption><\/figure>\n\n\n\nFocus your efforts on tier 1 accounts with the highest potential for conversion, optimizing your resources for maximum impact.<\/p>\n\n\n\n
<\/span>Engaging Stakeholders<\/span><\/h4>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Account-based-marketing-best-practices-buying-committee-scheme.png\")
Key contacts may include various audiences by job title and role in the business.<\/em><\/figcaption><\/figure>\n\n\n\nIdentify key stakeholders within these accounts, including influencers, decision-makers, and gatekeepers, to build strong relationships across the buying committee.<\/p>\n\n\n\n
Gatekeepers can be administrative assistants, receptionists, or departmental heads. Their role is crucial in managing communication flow and ensuring that only relevant and important messages or requests are forwarded to the appropriate person or department.<\/p>\n\n\n\n
<\/span>Customizing Outreach<\/span><\/h4>\n\n\n\nTailor your outreach strategies and content to resonate with each stakeholder role, addressing their specific needs and pain points effectively.<\/p>\n\n\n\n
<\/span>Stage 3 – Content optimization<\/span><\/h3>\n\n\n\nGet to know your buyers inside out\u2026<\/p>\n\n\n\n
Understand what makes your buyers tick, their daily challenges, and what keeps them interested.<\/p>\n\n\n\n
<\/span>Team Up with Sales<\/span><\/h4>\n\n\n\nJoin forces with the sales team to gather juicy details and insights from your target accounts.<\/p>\n\n\n\n
<\/span>Craft Content That Speaks Their Language<\/span><\/h4>\n\n\n\nCreate content that feels like it was made just for them, addressing their specific needs and interests at each step of their journey.<\/p>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Account-based-marketing-best-practices-Content-crafting-table-1024x368.png\")
Content development should be based on the issues and goals of each segment<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Pick Ad Formats That Catch Their Eye<\/span><\/h4>\n\n\n\nChoose ad formats that grab attention and resonate with your audience at different stages of their buying process.<\/p>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Account-based-marketing-best-practices-Ad-formats-1024x453.png\")
LinkedIn experts recommend different ad formats for each stage.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 4 – Measure ABM results<\/span><\/h3>\n\n\n\nKeep your eyes on the prize\u2026 It\u2019s time for ROI and revenue.<\/p>\n\n\n\n
Stay focused on measuring how your efforts impact the bottom line and bring in the dough.<\/p>\n\n\n\n
<\/span>Watch Those Engagement Stats<\/span><\/h4>\n\n\n\nKeep an eye on how engaged your audience is with what you’re putting out there. It’s a good indicator of how well you’re connecting.<\/p>\n\n\n\n![\"Account-based](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/06\/engagement-stats-example-1024x567.png\")
In LinkedIn Sales Navigator, you can track results by segment in the ad manager.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Dig into the Numbers for Insights<\/span><\/h4>\n\n\n\nDive deep into the data using reports and CRM data. They’ll tell you how far your message is reaching, its influence on deal sizes and wins, and ultimately, how much moolah it’s bringing in.<\/p>\n\n\n\n![\"](\"https:\/\/www.linkedhelper.com\/blog\/wp-content\/uploads\/2024\/07\/Account-based-marketing-best-practice-Measuring-ABM-results-metrics-scheme.png\")
Each stage of the buying process has its own metrics.<\/em><\/figcaption><\/figure>\n\n\n\nExplore deeper and take the quiz in the training by LinkedIn<\/a>.<\/p>\n\n\n\n<\/span>Account-based marketing software<\/span><\/h2>\n\n\n\nAccount-based marketing (ABM) encompasses various stages and directions. Besides common platforms and CRMs, there are numerous tools for specific tasks. Some tools focus on refining particular parts of the process. For instance, LinkedIn automation tools help with finding and organically connecting with target audiences without paid advertising.<\/p>\n\n\n\n
<\/span>What Account-based marketing tools exist? <\/span><\/h3>\n\n\n\n<\/span>Market intelligence tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Get the scoop on market trends, company data, and what your buyers are up to.<\/li>\n\n\n\n
- Examples: UserGems, Leadfeeder, Clearbit<\/li>\n\n\n\n
- What They Do: Help you spot your target accounts and figure out what they need and what’s bugging them.<\/li>\n<\/ul>\n\n\n\n
<\/span>Account selection and targeting tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Pick out and focus on the high-value accounts that are worth your time.<\/li>\n\n\n\n
- Examples: Terminus, 6sense, Demandbase<\/li>\n\n\n\n
- What They Do: Use smart tech like AI to predict and choose the best accounts to go after.<\/li>\n<\/ul>\n\n\n\n
<\/span>Engagement and personalization tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Craft and send out content that feels like it was made just for your target accounts.<\/li>\n\n\n\n
- Examples: HubSpot ABM, Engagio, RollWorks<\/li>\n\n\n\n
- What They Do: Help you customize your marketing messages and outreach so they hit the right notes with each account.<\/li>\n<\/ul>\n\n\n\n
<\/span>Marketing automation tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them:Make your marketing life easier by automating those repetitive tasks.<\/li>\n\n\n\n
- Examples: Marketo, Pardot, HubSpot<\/li>\n\n\n\n
- What They Do: Automate your email campaigns, lead nurturing, and overall campaign management to keep things running smoothly.<\/li>\n<\/ul>\n\n\n\n
<\/span>Sales enablement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Give your sales team everything they need to seal the deal with target accounts.<\/li>\n\n\n\n
- Examples: Outreach, SalesLoft, InsideView<\/li>\n\n\n\n
- What They Do: Provide your sales reps with insights, content, and tools to have personalized, impactful conversations with potential customers.<\/li>\n<\/ul>\n\n\n\n
<\/span>Analytics and measurement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Keep track of how well your ABM campaigns are doing and where you can improve.<\/li>\n\n\n\n
- Examples: Google Analytics, Bizible, Tableau<\/li>\n\n\n\n
- What They Do: Track engagement, analyze campaign performance, and give you actionable insights to tweak and optimize your strategy.<\/li>\n<\/ul>\n\n\n\n
Use these tools to make smart decisions, streamline your processes, and drive awesome results with your ABM strategy!<\/p>\n\n\n\n
<\/span>Account-based marketing automation with Linked Helper<\/span><\/h3>\n\n\n\nIn 2024, a significant portion of your ABM strategy could be centered around LinkedIn. It’s the ideal platform where you can directly connect with executives, gatekeepers, and other audiences within your target segments. However, there could be tens or hundreds of thousands of such individuals worldwide. Therefore, for lead generation, your sales, lead generators, or marketing teams need an essential partner.<\/p>\n\n\n\n
This partner is software that will handle button clicks and execute actions on accounts based on a predefined funnel. Linked Helper can be tried out for free.<\/p>\n\n\n\n
<\/span>LinkedIn automation for ABM Stages – How It Works<\/span><\/h4>\n\n\n\n<\/span>Target Accounts \/ Companies<\/span><\/h4>\n\n\n\nTo begin, you’ll need to familiarize yourself with the filters of LinkedIn’s basic account or Sales Navigator. By using these filters, you can access target companies based on location, revenue, company type, and technologies. All these filters are available in Sales Navigator.<\/p>\n\n\n\n
In Linked Helper, you can create a research campaign for organizations <\/a>to obtain a CSV file with all the data. This can be useful for understanding the situation in target accounts.<\/p>\n\n\n\nNote: <\/strong>On a new account, it’s advisable to build an audience related to your niche and not rush to invite C-level contacts. Once your profile appears confident, you can start adding them.<\/p>\n\n\n\nLinkedIn advanced people search for automated campaigns<\/a><\/p>\n\n\n\n<\/span>Identify People – filters, campaign queue, lists<\/span><\/h4>\n\n\n\nAfter becoming acquainted with the companies, you can gather contacts into a campaign queue using Linked Helper.<\/p>\n\n\n\n
New Feature! <\/strong>Linked Helper has the employees extractor – Collect employees action – coming soon. <\/p>\n\n\n\nYou can add a list of companies to the campaign queue in Linked Helper, and the action will gather all employees working at those companies. This is ideal for Account-Based Marketing! You just need a list of companies as input and will gain a list of their employees. The action can also filter decision-makers based on keywords like CEO, founder, and owner.<\/p>\n\n\n\n
Additionally, Linked Helper\u2019s internal CRM <\/em>is available for this stage. <\/p>\n\n\n\nNext, using filters within the queue, you can sort all collected employees by their job titles and use tags to segregate them:<\/p>\n\n\n\n
– Administrators, receptionists, secretaries – gatekeepers<\/p>\n\n\n\n
– Directors, influencer badge – influencers, decision-makers, etc.<\/p>\n\n\n\n
This helps in organizing and targeting specific groups effectively.<\/p>\n\n\n\n
This means all collected potential contacts will remain in the software memory along with all the data left in their LinkedIn profiles.<\/p>\n\n\n\n
<\/span>Definition: LinkedIn account-based marketing<\/span><\/h2>\n\n\n\nAccount-based marketing (ABM) is a strategy that transforms your team into skilled hunters, armed with precision tools, targeting only the most promising game<\/em><\/strong>. <\/p>\n\n\n\n<\/span>Account-based marketing funnel<\/span><\/h3>\n\n\n\nAccount-Based Marketing flips this funnel on its head<\/em><\/figcaption><\/figure>\n\n\n\nInstead of starting broad and narrowing down, ABM begins with targeting specific accounts that are ideal for your business. <\/p>\n\n\n\n
In ABM, marketing and sales teams work together to identify the specific “big fish” <\/em><\/strong>they want to catch. This collaboration ensures that every effort is directed towards luring in only the most valuable leads.<\/p>\n\n\n\nThe essence of ABM is to make sure that what marketing considers a catch (marketing qualified leads, or MQLs) is precisely what sales wants to reel in (sales qualified leads, or SQLs). This alignment saves time and maximizes efficiency!<\/p>\n\n\n\n
LinkedIn is a powerful hunting ground for ABM, offering tools like:<\/p>\n\n\n\n
\n- Account targeting based on uploaded CSV data<\/li>\n\n\n\n
- Advanced filtering when searching with Sales Navigator, Recruiter <\/li>\n<\/ul>\n\n\n\n
These tools help you pinpoint the exact prospects <\/em><\/strong>that fit your ideal customer profile. <\/p>\n\n\n\nWhile LinkedIn ads are a common method, there are other innovative tools on the platform that can help you build a successful ABM strategy.<\/p>\n\n\n\n
In the following sections, we will dive into these alternative tools and techniques on LinkedIn, showing you how to craft a streamlined ABM funnel. <\/p>\n\n\n\n
This way, your sales team can focus on closing deals with the most qualified leads, turning your marketing efforts into a precision-guided success.<\/p>\n\n\n\n
Usually people mean LinkedIn ads when they talk about implementing LinkedIn ABM. But below we\u2019ll show you more alternative tools for this strategy!<\/em><\/p>\n\n\n\n<\/span>Account-based marketing best practices<\/span><\/h2>\n\n\n\nImplement these stages to transition to an ABM strategy.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 1 – Unite Sales + Marketing effort<\/span><\/h3>\n\n\n\nBuilding a strong foundation for collaboration between your sales and marketing teams starts with defining shared objectives. <\/p>\n\n\n\n
This alignment is crucial for developing a cohesive and personalized approach to serve your B2B firm’s customers effectively.<\/p>\n\n\n\n
Here’s how this alignment translates into practical steps:<\/p>\n\n\n\n
<\/span>Identifying Common Goals<\/span><\/h4>\n\n\n\nShared goals between marketing and sales can be the starting point of your plan.<\/em><\/figcaption><\/figure>\n\n\n\nBefore diving into strategies, ensure that both marketing and sales teams are aligned with shared objectives. For instance, increasing customer retention and expanding market share could be common goals.<\/p>\n\n\n\n
<\/span>Selecting an ABM Strategy<\/span><\/h4>\n\n\n\nThe choice of strategy can vary for each market and product.
<\/em><\/figcaption><\/figure>\n\n\n\nOnce alignment is established, choose an account-based marketing strategy that best aligns with your business objectives. For example, if the goal is to upsell or cross-sell to existing customers, focus on an ABM approach tailored for customer expansion.<\/p>\n\n\n\n
<\/span>Establishing Collaborative Practices<\/span><\/h4>\n\n\n\nEncourage collaboration by addressing key challenges faced by both teams. Emphasize that business growth stems from teamwork, not internal competition. Establish regular communication channels and involve each other in the planning process to identify growth opportunities.<\/p>\n\n\n\n
<\/span>Setting Target Accounts Based on 1:10 Ratio<\/span><\/h4>\n\n\n\nUse the 1:10 ratio as a guideline to determine the number of target accounts. This ratio suggests that each marketer can support up to 10 salespeople, and each salesperson can handle up to 10 accounts.<\/p>\n\n\n\n
<\/span>Identifying Target Accounts Together<\/span><\/h4>\n\n\n\nWork with the sales team to shortlist potential accounts based on various criteria such as data accessibility, key buyer reach, existing relationships, and ideal customer profiles.<\/p>\n\n\n\n
<\/span>Leveraging Data and Tools<\/span><\/h4>\n\n\n\nSales Navigator allows you to see data sets for each account.<\/figcaption><\/figure>\n\n\n\nUtilize tools like Company Engagement Reports and Sales Navigator to gather insights and narrow down the list of target accounts. Consider factors like existing connections, deal sizes, potential revenue, and client references.<\/p>\n\n\n\n
Explore more about using Sales Navigator with Linked Helper. <\/a><\/strong><\/p>\n\n\n\n<\/span>Checking Overlapping Accounts<\/span><\/h4>\n\n\n\nAnalyze actively engaged accounts from both sales and marketing to identify common target accounts. Determine if efforts are aligned or if there are gaps that need addressing.<\/p>\n\n\n\nMapping audience types based on sales and marketing data helps in segmentation<\/em><\/figcaption><\/figure>\n\n\n\nCreate a 2×2 matrix between sales and marketing lists to categorize audience types:<\/p>\n\n\n\n
\n- Warm Audience: Where marketing engages but sales lacks connections.<\/li>\n\n\n\n
- Untapped Audience: Where both activities are low but individuals are crucial.<\/li>\n\n\n\n
- Missed Opportunities: Where sales operates without marketing support.<\/li>\n\n\n\n
- Sweet Spot: Where both teams are aligned and engaged effectively.<\/li>\n<\/ul>\n\n\n\n
Once marketing and sales are aligned, they work together to choose the ABM strategy. Choose the one that aligns most to your business objective.<\/p>\n\n\n\n
<\/span>Stage 2 – Segment accounts<\/span><\/h3>\n\n\n\nStart by narrowing down your list to top-priority accounts that align with your business goals and are likely to yield high-value conversions.<\/p>\n\n\n\n
<\/span>Segmentation for ABM<\/span><\/h4>\n\n\n\nSegment these accounts based on common attributes such as company size, location, growth rate, revenue, and product interest<\/em><\/strong> to create your Ideal Customer Profile (ICP).<\/p>\n\n\n\n<\/span>Prioritizing Tier 1 Accounts<\/span><\/h4>\n\n\n\nTier 1 Accounts can be identified based on company-specific criteria; there is no universal rule.<\/em><\/figcaption><\/figure>\n\n\n\nFocus your efforts on tier 1 accounts with the highest potential for conversion, optimizing your resources for maximum impact.<\/p>\n\n\n\n
<\/span>Engaging Stakeholders<\/span><\/h4>\n\n\n\nKey contacts may include various audiences by job title and role in the business.<\/em><\/figcaption><\/figure>\n\n\n\nIdentify key stakeholders within these accounts, including influencers, decision-makers, and gatekeepers, to build strong relationships across the buying committee.<\/p>\n\n\n\n
Gatekeepers can be administrative assistants, receptionists, or departmental heads. Their role is crucial in managing communication flow and ensuring that only relevant and important messages or requests are forwarded to the appropriate person or department.<\/p>\n\n\n\n
<\/span>Customizing Outreach<\/span><\/h4>\n\n\n\nTailor your outreach strategies and content to resonate with each stakeholder role, addressing their specific needs and pain points effectively.<\/p>\n\n\n\n
<\/span>Stage 3 – Content optimization<\/span><\/h3>\n\n\n\nGet to know your buyers inside out\u2026<\/p>\n\n\n\n
Understand what makes your buyers tick, their daily challenges, and what keeps them interested.<\/p>\n\n\n\n
<\/span>Team Up with Sales<\/span><\/h4>\n\n\n\nJoin forces with the sales team to gather juicy details and insights from your target accounts.<\/p>\n\n\n\n
<\/span>Craft Content That Speaks Their Language<\/span><\/h4>\n\n\n\nCreate content that feels like it was made just for them, addressing their specific needs and interests at each step of their journey.<\/p>\n\n\n\nContent development should be based on the issues and goals of each segment<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Pick Ad Formats That Catch Their Eye<\/span><\/h4>\n\n\n\nChoose ad formats that grab attention and resonate with your audience at different stages of their buying process.<\/p>\n\n\n\nLinkedIn experts recommend different ad formats for each stage.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 4 – Measure ABM results<\/span><\/h3>\n\n\n\nKeep your eyes on the prize\u2026 It\u2019s time for ROI and revenue.<\/p>\n\n\n\n
Stay focused on measuring how your efforts impact the bottom line and bring in the dough.<\/p>\n\n\n\n
<\/span>Watch Those Engagement Stats<\/span><\/h4>\n\n\n\nKeep an eye on how engaged your audience is with what you’re putting out there. It’s a good indicator of how well you’re connecting.<\/p>\n\n\n\nIn LinkedIn Sales Navigator, you can track results by segment in the ad manager.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Dig into the Numbers for Insights<\/span><\/h4>\n\n\n\nDive deep into the data using reports and CRM data. They’ll tell you how far your message is reaching, its influence on deal sizes and wins, and ultimately, how much moolah it’s bringing in.<\/p>\n\n\n\nEach stage of the buying process has its own metrics.<\/em><\/figcaption><\/figure>\n\n\n\nExplore deeper and take the quiz in the training by LinkedIn<\/a>.<\/p>\n\n\n\n<\/span>Account-based marketing software<\/span><\/h2>\n\n\n\nAccount-based marketing (ABM) encompasses various stages and directions. Besides common platforms and CRMs, there are numerous tools for specific tasks. Some tools focus on refining particular parts of the process. For instance, LinkedIn automation tools help with finding and organically connecting with target audiences without paid advertising.<\/p>\n\n\n\n
<\/span>What Account-based marketing tools exist? <\/span><\/h3>\n\n\n\n<\/span>Market intelligence tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Get the scoop on market trends, company data, and what your buyers are up to.<\/li>\n\n\n\n
- Examples: UserGems, Leadfeeder, Clearbit<\/li>\n\n\n\n
- What They Do: Help you spot your target accounts and figure out what they need and what’s bugging them.<\/li>\n<\/ul>\n\n\n\n
<\/span>Account selection and targeting tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Pick out and focus on the high-value accounts that are worth your time.<\/li>\n\n\n\n
- Examples: Terminus, 6sense, Demandbase<\/li>\n\n\n\n
- What They Do: Use smart tech like AI to predict and choose the best accounts to go after.<\/li>\n<\/ul>\n\n\n\n
<\/span>Engagement and personalization tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Craft and send out content that feels like it was made just for your target accounts.<\/li>\n\n\n\n
- Examples: HubSpot ABM, Engagio, RollWorks<\/li>\n\n\n\n
- What They Do: Help you customize your marketing messages and outreach so they hit the right notes with each account.<\/li>\n<\/ul>\n\n\n\n
<\/span>Marketing automation tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them:Make your marketing life easier by automating those repetitive tasks.<\/li>\n\n\n\n
- Examples: Marketo, Pardot, HubSpot<\/li>\n\n\n\n
- What They Do: Automate your email campaigns, lead nurturing, and overall campaign management to keep things running smoothly.<\/li>\n<\/ul>\n\n\n\n
<\/span>Sales enablement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Give your sales team everything they need to seal the deal with target accounts.<\/li>\n\n\n\n
- Examples: Outreach, SalesLoft, InsideView<\/li>\n\n\n\n
- What They Do: Provide your sales reps with insights, content, and tools to have personalized, impactful conversations with potential customers.<\/li>\n<\/ul>\n\n\n\n
<\/span>Analytics and measurement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Keep track of how well your ABM campaigns are doing and where you can improve.<\/li>\n\n\n\n
- Examples: Google Analytics, Bizible, Tableau<\/li>\n\n\n\n
- What They Do: Track engagement, analyze campaign performance, and give you actionable insights to tweak and optimize your strategy.<\/li>\n<\/ul>\n\n\n\n
Use these tools to make smart decisions, streamline your processes, and drive awesome results with your ABM strategy!<\/p>\n\n\n\n
<\/span>Account-based marketing automation with Linked Helper<\/span><\/h3>\n\n\n\nIn 2024, a significant portion of your ABM strategy could be centered around LinkedIn. It’s the ideal platform where you can directly connect with executives, gatekeepers, and other audiences within your target segments. However, there could be tens or hundreds of thousands of such individuals worldwide. Therefore, for lead generation, your sales, lead generators, or marketing teams need an essential partner.<\/p>\n\n\n\n
This partner is software that will handle button clicks and execute actions on accounts based on a predefined funnel. Linked Helper can be tried out for free.<\/p>\n\n\n\n
<\/span>LinkedIn automation for ABM Stages – How It Works<\/span><\/h4>\n\n\n\n<\/span>Target Accounts \/ Companies<\/span><\/h4>\n\n\n\nTo begin, you’ll need to familiarize yourself with the filters of LinkedIn’s basic account or Sales Navigator. By using these filters, you can access target companies based on location, revenue, company type, and technologies. All these filters are available in Sales Navigator.<\/p>\n\n\n\n
In Linked Helper, you can create a research campaign for organizations <\/a>to obtain a CSV file with all the data. This can be useful for understanding the situation in target accounts.<\/p>\n\n\n\nNote: <\/strong>On a new account, it’s advisable to build an audience related to your niche and not rush to invite C-level contacts. Once your profile appears confident, you can start adding them.<\/p>\n\n\n\nLinkedIn advanced people search for automated campaigns<\/a><\/p>\n\n\n\n<\/span>Identify People – filters, campaign queue, lists<\/span><\/h4>\n\n\n\nAfter becoming acquainted with the companies, you can gather contacts into a campaign queue using Linked Helper.<\/p>\n\n\n\n
New Feature! <\/strong>Linked Helper has the employees extractor – Collect employees action – coming soon. <\/p>\n\n\n\nYou can add a list of companies to the campaign queue in Linked Helper, and the action will gather all employees working at those companies. This is ideal for Account-Based Marketing! You just need a list of companies as input and will gain a list of their employees. The action can also filter decision-makers based on keywords like CEO, founder, and owner.<\/p>\n\n\n\n
Additionally, Linked Helper\u2019s internal CRM <\/em>is available for this stage. <\/p>\n\n\n\nNext, using filters within the queue, you can sort all collected employees by their job titles and use tags to segregate them:<\/p>\n\n\n\n
– Administrators, receptionists, secretaries – gatekeepers<\/p>\n\n\n\n
– Directors, influencer badge – influencers, decision-makers, etc.<\/p>\n\n\n\n
This helps in organizing and targeting specific groups effectively.<\/p>\n\n\n\n
This means all collected potential contacts will remain in the software memory along with all the data left in their LinkedIn profiles.<\/p>\n\n\n\n
<\/span>Account-based marketing funnel<\/span><\/h3>\n\n\n\nAccount-Based Marketing flips this funnel on its head<\/em><\/figcaption><\/figure>\n\n\n\nInstead of starting broad and narrowing down, ABM begins with targeting specific accounts that are ideal for your business. <\/p>\n\n\n\n
In ABM, marketing and sales teams work together to identify the specific “big fish” <\/em><\/strong>they want to catch. This collaboration ensures that every effort is directed towards luring in only the most valuable leads.<\/p>\n\n\n\nThe essence of ABM is to make sure that what marketing considers a catch (marketing qualified leads, or MQLs) is precisely what sales wants to reel in (sales qualified leads, or SQLs). This alignment saves time and maximizes efficiency!<\/p>\n\n\n\n
LinkedIn is a powerful hunting ground for ABM, offering tools like:<\/p>\n\n\n\n
\n- Account targeting based on uploaded CSV data<\/li>\n\n\n\n
- Advanced filtering when searching with Sales Navigator, Recruiter <\/li>\n<\/ul>\n\n\n\n
These tools help you pinpoint the exact prospects <\/em><\/strong>that fit your ideal customer profile. <\/p>\n\n\n\nWhile LinkedIn ads are a common method, there are other innovative tools on the platform that can help you build a successful ABM strategy.<\/p>\n\n\n\n
In the following sections, we will dive into these alternative tools and techniques on LinkedIn, showing you how to craft a streamlined ABM funnel. <\/p>\n\n\n\n
This way, your sales team can focus on closing deals with the most qualified leads, turning your marketing efforts into a precision-guided success.<\/p>\n\n\n\n
Usually people mean LinkedIn ads when they talk about implementing LinkedIn ABM. But below we\u2019ll show you more alternative tools for this strategy!<\/em><\/p>\n\n\n\n<\/span>Account-based marketing best practices<\/span><\/h2>\n\n\n\nImplement these stages to transition to an ABM strategy.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 1 – Unite Sales + Marketing effort<\/span><\/h3>\n\n\n\nBuilding a strong foundation for collaboration between your sales and marketing teams starts with defining shared objectives. <\/p>\n\n\n\n
This alignment is crucial for developing a cohesive and personalized approach to serve your B2B firm’s customers effectively.<\/p>\n\n\n\n
Here’s how this alignment translates into practical steps:<\/p>\n\n\n\n
<\/span>Identifying Common Goals<\/span><\/h4>\n\n\n\nShared goals between marketing and sales can be the starting point of your plan.<\/em><\/figcaption><\/figure>\n\n\n\nBefore diving into strategies, ensure that both marketing and sales teams are aligned with shared objectives. For instance, increasing customer retention and expanding market share could be common goals.<\/p>\n\n\n\n
<\/span>Selecting an ABM Strategy<\/span><\/h4>\n\n\n\nThe choice of strategy can vary for each market and product.
<\/em><\/figcaption><\/figure>\n\n\n\nOnce alignment is established, choose an account-based marketing strategy that best aligns with your business objectives. For example, if the goal is to upsell or cross-sell to existing customers, focus on an ABM approach tailored for customer expansion.<\/p>\n\n\n\n
<\/span>Establishing Collaborative Practices<\/span><\/h4>\n\n\n\nEncourage collaboration by addressing key challenges faced by both teams. Emphasize that business growth stems from teamwork, not internal competition. Establish regular communication channels and involve each other in the planning process to identify growth opportunities.<\/p>\n\n\n\n
<\/span>Setting Target Accounts Based on 1:10 Ratio<\/span><\/h4>\n\n\n\nUse the 1:10 ratio as a guideline to determine the number of target accounts. This ratio suggests that each marketer can support up to 10 salespeople, and each salesperson can handle up to 10 accounts.<\/p>\n\n\n\n
<\/span>Identifying Target Accounts Together<\/span><\/h4>\n\n\n\nWork with the sales team to shortlist potential accounts based on various criteria such as data accessibility, key buyer reach, existing relationships, and ideal customer profiles.<\/p>\n\n\n\n
<\/span>Leveraging Data and Tools<\/span><\/h4>\n\n\n\nSales Navigator allows you to see data sets for each account.<\/figcaption><\/figure>\n\n\n\nUtilize tools like Company Engagement Reports and Sales Navigator to gather insights and narrow down the list of target accounts. Consider factors like existing connections, deal sizes, potential revenue, and client references.<\/p>\n\n\n\n
Explore more about using Sales Navigator with Linked Helper. <\/a><\/strong><\/p>\n\n\n\n<\/span>Checking Overlapping Accounts<\/span><\/h4>\n\n\n\nAnalyze actively engaged accounts from both sales and marketing to identify common target accounts. Determine if efforts are aligned or if there are gaps that need addressing.<\/p>\n\n\n\nMapping audience types based on sales and marketing data helps in segmentation<\/em><\/figcaption><\/figure>\n\n\n\nCreate a 2×2 matrix between sales and marketing lists to categorize audience types:<\/p>\n\n\n\n
\n- Warm Audience: Where marketing engages but sales lacks connections.<\/li>\n\n\n\n
- Untapped Audience: Where both activities are low but individuals are crucial.<\/li>\n\n\n\n
- Missed Opportunities: Where sales operates without marketing support.<\/li>\n\n\n\n
- Sweet Spot: Where both teams are aligned and engaged effectively.<\/li>\n<\/ul>\n\n\n\n
Once marketing and sales are aligned, they work together to choose the ABM strategy. Choose the one that aligns most to your business objective.<\/p>\n\n\n\n
<\/span>Stage 2 – Segment accounts<\/span><\/h3>\n\n\n\nStart by narrowing down your list to top-priority accounts that align with your business goals and are likely to yield high-value conversions.<\/p>\n\n\n\n
<\/span>Segmentation for ABM<\/span><\/h4>\n\n\n\nSegment these accounts based on common attributes such as company size, location, growth rate, revenue, and product interest<\/em><\/strong> to create your Ideal Customer Profile (ICP).<\/p>\n\n\n\n<\/span>Prioritizing Tier 1 Accounts<\/span><\/h4>\n\n\n\nTier 1 Accounts can be identified based on company-specific criteria; there is no universal rule.<\/em><\/figcaption><\/figure>\n\n\n\nFocus your efforts on tier 1 accounts with the highest potential for conversion, optimizing your resources for maximum impact.<\/p>\n\n\n\n
<\/span>Engaging Stakeholders<\/span><\/h4>\n\n\n\nKey contacts may include various audiences by job title and role in the business.<\/em><\/figcaption><\/figure>\n\n\n\nIdentify key stakeholders within these accounts, including influencers, decision-makers, and gatekeepers, to build strong relationships across the buying committee.<\/p>\n\n\n\n
Gatekeepers can be administrative assistants, receptionists, or departmental heads. Their role is crucial in managing communication flow and ensuring that only relevant and important messages or requests are forwarded to the appropriate person or department.<\/p>\n\n\n\n
<\/span>Customizing Outreach<\/span><\/h4>\n\n\n\nTailor your outreach strategies and content to resonate with each stakeholder role, addressing their specific needs and pain points effectively.<\/p>\n\n\n\n
<\/span>Stage 3 – Content optimization<\/span><\/h3>\n\n\n\nGet to know your buyers inside out\u2026<\/p>\n\n\n\n
Understand what makes your buyers tick, their daily challenges, and what keeps them interested.<\/p>\n\n\n\n
<\/span>Team Up with Sales<\/span><\/h4>\n\n\n\nJoin forces with the sales team to gather juicy details and insights from your target accounts.<\/p>\n\n\n\n
<\/span>Craft Content That Speaks Their Language<\/span><\/h4>\n\n\n\nCreate content that feels like it was made just for them, addressing their specific needs and interests at each step of their journey.<\/p>\n\n\n\nContent development should be based on the issues and goals of each segment<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Pick Ad Formats That Catch Their Eye<\/span><\/h4>\n\n\n\nChoose ad formats that grab attention and resonate with your audience at different stages of their buying process.<\/p>\n\n\n\nLinkedIn experts recommend different ad formats for each stage.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Stage 4 – Measure ABM results<\/span><\/h3>\n\n\n\nKeep your eyes on the prize\u2026 It\u2019s time for ROI and revenue.<\/p>\n\n\n\n
Stay focused on measuring how your efforts impact the bottom line and bring in the dough.<\/p>\n\n\n\n
<\/span>Watch Those Engagement Stats<\/span><\/h4>\n\n\n\nKeep an eye on how engaged your audience is with what you’re putting out there. It’s a good indicator of how well you’re connecting.<\/p>\n\n\n\nIn LinkedIn Sales Navigator, you can track results by segment in the ad manager.<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Dig into the Numbers for Insights<\/span><\/h4>\n\n\n\nDive deep into the data using reports and CRM data. They’ll tell you how far your message is reaching, its influence on deal sizes and wins, and ultimately, how much moolah it’s bringing in.<\/p>\n\n\n\nEach stage of the buying process has its own metrics.<\/em><\/figcaption><\/figure>\n\n\n\nExplore deeper and take the quiz in the training by LinkedIn<\/a>.<\/p>\n\n\n\n<\/span>Account-based marketing software<\/span><\/h2>\n\n\n\nAccount-based marketing (ABM) encompasses various stages and directions. Besides common platforms and CRMs, there are numerous tools for specific tasks. Some tools focus on refining particular parts of the process. For instance, LinkedIn automation tools help with finding and organically connecting with target audiences without paid advertising.<\/p>\n\n\n\n
<\/span>What Account-based marketing tools exist? <\/span><\/h3>\n\n\n\n<\/span>Market intelligence tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Get the scoop on market trends, company data, and what your buyers are up to.<\/li>\n\n\n\n
- Examples: UserGems, Leadfeeder, Clearbit<\/li>\n\n\n\n
- What They Do: Help you spot your target accounts and figure out what they need and what’s bugging them.<\/li>\n<\/ul>\n\n\n\n
<\/span>Account selection and targeting tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Pick out and focus on the high-value accounts that are worth your time.<\/li>\n\n\n\n
- Examples: Terminus, 6sense, Demandbase<\/li>\n\n\n\n
- What They Do: Use smart tech like AI to predict and choose the best accounts to go after.<\/li>\n<\/ul>\n\n\n\n
<\/span>Engagement and personalization tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Craft and send out content that feels like it was made just for your target accounts.<\/li>\n\n\n\n
- Examples: HubSpot ABM, Engagio, RollWorks<\/li>\n\n\n\n
- What They Do: Help you customize your marketing messages and outreach so they hit the right notes with each account.<\/li>\n<\/ul>\n\n\n\n
<\/span>Marketing automation tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them:Make your marketing life easier by automating those repetitive tasks.<\/li>\n\n\n\n
- Examples: Marketo, Pardot, HubSpot<\/li>\n\n\n\n
- What They Do: Automate your email campaigns, lead nurturing, and overall campaign management to keep things running smoothly.<\/li>\n<\/ul>\n\n\n\n
<\/span>Sales enablement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Give your sales team everything they need to seal the deal with target accounts.<\/li>\n\n\n\n
- Examples: Outreach, SalesLoft, InsideView<\/li>\n\n\n\n
- What They Do: Provide your sales reps with insights, content, and tools to have personalized, impactful conversations with potential customers.<\/li>\n<\/ul>\n\n\n\n
<\/span>Analytics and measurement tools<\/span><\/h4>\n\n\n\n\n- Why You Need Them: Keep track of how well your ABM campaigns are doing and where you can improve.<\/li>\n\n\n\n
- Examples: Google Analytics, Bizible, Tableau<\/li>\n\n\n\n
- What They Do: Track engagement, analyze campaign performance, and give you actionable insights to tweak and optimize your strategy.<\/li>\n<\/ul>\n\n\n\n
Use these tools to make smart decisions, streamline your processes, and drive awesome results with your ABM strategy!<\/p>\n\n\n\n
<\/span>Account-based marketing automation with Linked Helper<\/span><\/h3>\n\n\n\nIn 2024, a significant portion of your ABM strategy could be centered around LinkedIn. It’s the ideal platform where you can directly connect with executives, gatekeepers, and other audiences within your target segments. However, there could be tens or hundreds of thousands of such individuals worldwide. Therefore, for lead generation, your sales, lead generators, or marketing teams need an essential partner.<\/p>\n\n\n\n
This partner is software that will handle button clicks and execute actions on accounts based on a predefined funnel. Linked Helper can be tried out for free.<\/p>\n\n\n\n
<\/span>LinkedIn automation for ABM Stages – How It Works<\/span><\/h4>\n\n\n\n<\/span>Target Accounts \/ Companies<\/span><\/h4>\n\n\n\nTo begin, you’ll need to familiarize yourself with the filters of LinkedIn’s basic account or Sales Navigator. By using these filters, you can access target companies based on location, revenue, company type, and technologies. All these filters are available in Sales Navigator.<\/p>\n\n\n\n
In Linked Helper, you can create a research campaign for organizations <\/a>to obtain a CSV file with all the data. This can be useful for understanding the situation in target accounts.<\/p>\n\n\n\nNote: <\/strong>On a new account, it’s advisable to build an audience related to your niche and not rush to invite C-level contacts. Once your profile appears confident, you can start adding them.<\/p>\n\n\n\nLinkedIn advanced people search for automated campaigns<\/a><\/p>\n\n\n\n<\/span>Identify People – filters, campaign queue, lists<\/span><\/h4>\n\n\n\nAfter becoming acquainted with the companies, you can gather contacts into a campaign queue using Linked Helper.<\/p>\n\n\n\n
New Feature! <\/strong>Linked Helper has the employees extractor – Collect employees action – coming soon. <\/p>\n\n\n\nYou can add a list of companies to the campaign queue in Linked Helper, and the action will gather all employees working at those companies. This is ideal for Account-Based Marketing! You just need a list of companies as input and will gain a list of their employees. The action can also filter decision-makers based on keywords like CEO, founder, and owner.<\/p>\n\n\n\n
Additionally, Linked Helper\u2019s internal CRM <\/em>is available for this stage. <\/p>\n\n\n\nNext, using filters within the queue, you can sort all collected employees by their job titles and use tags to segregate them:<\/p>\n\n\n\n
– Administrators, receptionists, secretaries – gatekeepers<\/p>\n\n\n\n
– Directors, influencer badge – influencers, decision-makers, etc.<\/p>\n\n\n\n
This helps in organizing and targeting specific groups effectively.<\/p>\n\n\n\n
This means all collected potential contacts will remain in the software memory along with all the data left in their LinkedIn profiles.<\/p>\n\n\n\n
Instead of starting broad and narrowing down, ABM begins with targeting specific accounts that are ideal for your business. <\/p>\n\n\n\n
In ABM, marketing and sales teams work together to identify the specific “big fish” <\/em><\/strong>they want to catch. This collaboration ensures that every effort is directed towards luring in only the most valuable leads.<\/p>\n\n\n\n The essence of ABM is to make sure that what marketing considers a catch (marketing qualified leads, or MQLs) is precisely what sales wants to reel in (sales qualified leads, or SQLs). This alignment saves time and maximizes efficiency!<\/p>\n\n\n\n LinkedIn is a powerful hunting ground for ABM, offering tools like:<\/p>\n\n\n\n These tools help you pinpoint the exact prospects <\/em><\/strong>that fit your ideal customer profile. <\/p>\n\n\n\n While LinkedIn ads are a common method, there are other innovative tools on the platform that can help you build a successful ABM strategy.<\/p>\n\n\n\n In the following sections, we will dive into these alternative tools and techniques on LinkedIn, showing you how to craft a streamlined ABM funnel. <\/p>\n\n\n\n This way, your sales team can focus on closing deals with the most qualified leads, turning your marketing efforts into a precision-guided success.<\/p>\n\n\n\n Usually people mean LinkedIn ads when they talk about implementing LinkedIn ABM. But below we\u2019ll show you more alternative tools for this strategy!<\/em><\/p>\n\n\n\n Building a strong foundation for collaboration between your sales and marketing teams starts with defining shared objectives. <\/p>\n\n\n\n This alignment is crucial for developing a cohesive and personalized approach to serve your B2B firm’s customers effectively.<\/p>\n\n\n\n Here’s how this alignment translates into practical steps:<\/p>\n\n\n\n Before diving into strategies, ensure that both marketing and sales teams are aligned with shared objectives. For instance, increasing customer retention and expanding market share could be common goals.<\/p>\n\n\n\n Once alignment is established, choose an account-based marketing strategy that best aligns with your business objectives. For example, if the goal is to upsell or cross-sell to existing customers, focus on an ABM approach tailored for customer expansion.<\/p>\n\n\n\n Encourage collaboration by addressing key challenges faced by both teams. Emphasize that business growth stems from teamwork, not internal competition. Establish regular communication channels and involve each other in the planning process to identify growth opportunities.<\/p>\n\n\n\n Use the 1:10 ratio as a guideline to determine the number of target accounts. This ratio suggests that each marketer can support up to 10 salespeople, and each salesperson can handle up to 10 accounts.<\/p>\n\n\n\n Work with the sales team to shortlist potential accounts based on various criteria such as data accessibility, key buyer reach, existing relationships, and ideal customer profiles.<\/p>\n\n\n\n Utilize tools like Company Engagement Reports and Sales Navigator to gather insights and narrow down the list of target accounts. Consider factors like existing connections, deal sizes, potential revenue, and client references.<\/p>\n\n\n\n Explore more about using Sales Navigator with Linked Helper. <\/a><\/strong><\/p>\n\n\n\n Analyze actively engaged accounts from both sales and marketing to identify common target accounts. Determine if efforts are aligned or if there are gaps that need addressing.<\/p>\n\n\n\n Create a 2×2 matrix between sales and marketing lists to categorize audience types:<\/p>\n\n\n\n Once marketing and sales are aligned, they work together to choose the ABM strategy. Choose the one that aligns most to your business objective.<\/p>\n\n\n\n Start by narrowing down your list to top-priority accounts that align with your business goals and are likely to yield high-value conversions.<\/p>\n\n\n\n Segment these accounts based on common attributes such as company size, location, growth rate, revenue, and product interest<\/em><\/strong> to create your Ideal Customer Profile (ICP).<\/p>\n\n\n\n Focus your efforts on tier 1 accounts with the highest potential for conversion, optimizing your resources for maximum impact.<\/p>\n\n\n\n Identify key stakeholders within these accounts, including influencers, decision-makers, and gatekeepers, to build strong relationships across the buying committee.<\/p>\n\n\n\n Gatekeepers can be administrative assistants, receptionists, or departmental heads. Their role is crucial in managing communication flow and ensuring that only relevant and important messages or requests are forwarded to the appropriate person or department.<\/p>\n\n\n\n Tailor your outreach strategies and content to resonate with each stakeholder role, addressing their specific needs and pain points effectively.<\/p>\n\n\n\n Get to know your buyers inside out\u2026<\/p>\n\n\n\n Understand what makes your buyers tick, their daily challenges, and what keeps them interested.<\/p>\n\n\n\n Join forces with the sales team to gather juicy details and insights from your target accounts.<\/p>\n\n\n\n Create content that feels like it was made just for them, addressing their specific needs and interests at each step of their journey.<\/p>\n\n\n\n Choose ad formats that grab attention and resonate with your audience at different stages of their buying process.<\/p>\n\n\n\n Keep your eyes on the prize\u2026 It\u2019s time for ROI and revenue.<\/p>\n\n\n\n Stay focused on measuring how your efforts impact the bottom line and bring in the dough.<\/p>\n\n\n\n Keep an eye on how engaged your audience is with what you’re putting out there. It’s a good indicator of how well you’re connecting.<\/p>\n\n\n\n Dive deep into the data using reports and CRM data. They’ll tell you how far your message is reaching, its influence on deal sizes and wins, and ultimately, how much moolah it’s bringing in.<\/p>\n\n\n\n Explore deeper and take the quiz in the training by LinkedIn<\/a>.<\/p>\n\n\n\n Account-based marketing (ABM) encompasses various stages and directions. Besides common platforms and CRMs, there are numerous tools for specific tasks. Some tools focus on refining particular parts of the process. For instance, LinkedIn automation tools help with finding and organically connecting with target audiences without paid advertising.<\/p>\n\n\n\n Use these tools to make smart decisions, streamline your processes, and drive awesome results with your ABM strategy!<\/p>\n\n\n\n In 2024, a significant portion of your ABM strategy could be centered around LinkedIn. It’s the ideal platform where you can directly connect with executives, gatekeepers, and other audiences within your target segments. However, there could be tens or hundreds of thousands of such individuals worldwide. Therefore, for lead generation, your sales, lead generators, or marketing teams need an essential partner.<\/p>\n\n\n\n This partner is software that will handle button clicks and execute actions on accounts based on a predefined funnel. Linked Helper can be tried out for free.<\/p>\n\n\n\n To begin, you’ll need to familiarize yourself with the filters of LinkedIn’s basic account or Sales Navigator. By using these filters, you can access target companies based on location, revenue, company type, and technologies. All these filters are available in Sales Navigator.<\/p>\n\n\n\n In Linked Helper, you can create a research campaign for organizations <\/a>to obtain a CSV file with all the data. This can be useful for understanding the situation in target accounts.<\/p>\n\n\n\n Note: <\/strong>On a new account, it’s advisable to build an audience related to your niche and not rush to invite C-level contacts. Once your profile appears confident, you can start adding them.<\/p>\n\n\n\n LinkedIn advanced people search for automated campaigns<\/a><\/p>\n\n\n\n After becoming acquainted with the companies, you can gather contacts into a campaign queue using Linked Helper.<\/p>\n\n\n\n New Feature! <\/strong>Linked Helper has the employees extractor – Collect employees action – coming soon. <\/p>\n\n\n\n You can add a list of companies to the campaign queue in Linked Helper, and the action will gather all employees working at those companies. This is ideal for Account-Based Marketing! You just need a list of companies as input and will gain a list of their employees. The action can also filter decision-makers based on keywords like CEO, founder, and owner.<\/p>\n\n\n\n Additionally, Linked Helper\u2019s internal CRM <\/em>is available for this stage. <\/p>\n\n\n\n Next, using filters within the queue, you can sort all collected employees by their job titles and use tags to segregate them:<\/p>\n\n\n\n – Administrators, receptionists, secretaries – gatekeepers<\/p>\n\n\n\n – Directors, influencer badge – influencers, decision-makers, etc.<\/p>\n\n\n\n This helps in organizing and targeting specific groups effectively.<\/p>\n\n\n\n This means all collected potential contacts will remain in the software memory along with all the data left in their LinkedIn profiles.<\/p>\n\n\n\n\n
<\/span>Account-based marketing best practices<\/span><\/h2>\n\n\n\n
<\/span>Stage 1 – Unite Sales + Marketing effort<\/span><\/h3>\n\n\n\n
<\/span>Identifying Common Goals<\/span><\/h4>\n\n\n\n
<\/span>Selecting an ABM Strategy<\/span><\/h4>\n\n\n\n
<\/em><\/figcaption><\/figure>\n\n\n\n<\/span>Establishing Collaborative Practices<\/span><\/h4>\n\n\n\n
<\/span>Setting Target Accounts Based on 1:10 Ratio<\/span><\/h4>\n\n\n\n
<\/span>Identifying Target Accounts Together<\/span><\/h4>\n\n\n\n
<\/span>Leveraging Data and Tools<\/span><\/h4>\n\n\n\n
<\/span>Checking Overlapping Accounts<\/span><\/h4>\n\n\n\n
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<\/span>Stage 2 – Segment accounts<\/span><\/h3>\n\n\n\n
<\/span>Segmentation for ABM<\/span><\/h4>\n\n\n\n
<\/span>Prioritizing Tier 1 Accounts<\/span><\/h4>\n\n\n\n
<\/span>Engaging Stakeholders<\/span><\/h4>\n\n\n\n
<\/span>Customizing Outreach<\/span><\/h4>\n\n\n\n
<\/span>Stage 3 – Content optimization<\/span><\/h3>\n\n\n\n
<\/span>Team Up with Sales<\/span><\/h4>\n\n\n\n
<\/span>Craft Content That Speaks Their Language<\/span><\/h4>\n\n\n\n
<\/span>Pick Ad Formats That Catch Their Eye<\/span><\/h4>\n\n\n\n
<\/span>Stage 4 – Measure ABM results<\/span><\/h3>\n\n\n\n
<\/span>Watch Those Engagement Stats<\/span><\/h4>\n\n\n\n
<\/span>Dig into the Numbers for Insights<\/span><\/h4>\n\n\n\n
<\/span>Account-based marketing software<\/span><\/h2>\n\n\n\n
<\/span>What Account-based marketing tools exist? <\/span><\/h3>\n\n\n\n
<\/span>Market intelligence tools<\/span><\/h4>\n\n\n\n
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<\/span>Account selection and targeting tools<\/span><\/h4>\n\n\n\n
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<\/span>Engagement and personalization tools<\/span><\/h4>\n\n\n\n
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<\/span>Marketing automation tools<\/span><\/h4>\n\n\n\n
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<\/span>Sales enablement tools<\/span><\/h4>\n\n\n\n
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<\/span>Analytics and measurement tools<\/span><\/h4>\n\n\n\n
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<\/span>Account-based marketing automation with Linked Helper<\/span><\/h3>\n\n\n\n
<\/span>LinkedIn automation for ABM Stages – How It Works<\/span><\/h4>\n\n\n\n
<\/span>Target Accounts \/ Companies<\/span><\/h4>\n\n\n\n
<\/span>Identify People – filters, campaign queue, lists<\/span><\/h4>\n\n\n\n
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