Introduction to Account-Based Marketing on LinkedIn
Account-based marketing (ABM) is a strategic approach that prioritizes engaging with specific business accounts as opposed to casting a wide net.
By focusing marketing and sales efforts on high-value accounts, ABM aims to build meaningful relationships that lead to deals. LinkedIn is a powerful platform for ABM due to its focus on professional networking and content.
With over 690 million members globally, LinkedIn provides access to key decision-makers and influencers within target accounts.
Personalizing Content for Individual Accounts
The first step in an effective LinkedIn ABM strategy is personalizing content for each target account. Begin by researching your target accounts thoroughly to understand their industries, pain points, initiatives, and challenges. Get to know the key stakeholders within each account by reviewing their LinkedIn profiles. Identify shared connections that could facilitate an introduction.
Tailor your content based on what will be most relevant and valuable to each individual account. For example, if an account in the manufacturing industry is focused on improving productivity, create content addressing specific solutions, case studies, or best practices related to that goal. Personalized content shows you understand each account’s unique needs and priorities, building credibility and trust.
Engaging Target Accounts on LinkedIn
With personalized content created, the next step is engaging target accounts directly on LinkedIn. Some effective engagement tactics include:
- Sharing content: Post your customized content directly to target profiles and groups they participate in. Ask for their thoughts in the comments.
- Starting conversations: Send InMail or connection requests along with a note referencing your shared interests and content. Ask open-ended questions to start a discussion.
- Hosting events: Hold virtual events like webinars, workshops or Q&As focused on topics relevant to your target accounts. Promote them on LinkedIn.
- Leveraging introductions: Ask shared connections to introduce you or endorse your skills relevant to the accounts’ needs.
- Sending direct messages: Send personalized DM messages with relevant, value-added content if the account allows direct messages from non-connections.
The goal is to position yourself as a helpful resource while also learning more about each account through ongoing dialogue. Consistent, personalized engagement over time builds awareness and trust.
Developing Account-Specific Content Calendars
To sustain engagement with each target account, develop tailored content calendars. Identify the topics, themes, formats and cadences of content most relevant to driving their buyer journeys.
For example, a calendar for an HR services account may include:
- Monthly webinars on talent retention best practices
- Biweekly LinkedIn posts on compliance updates
- Quarterly eBooks on performance management strategies
- Infographics on hiring trends every other month
By planning account-specific content in advance, you can stay top-of-mind as a trusted resource. Calendars also help marketing and sales teams align engagement strategies for better collaboration.
Measuring ABM Success on LinkedIn
To optimize your LinkedIn ABM strategy over time, measure key performance metrics for each target account:
- Engagement rates: How many people from each account interact with your content?
- Conversion actions: Did any accounts follow, like, comment or download content from you?
- Pipeline progress: Are accounts moving from awareness to consideration to close?
- Deals closed: Track revenue from accounts engaged on LinkedIn.
Analyze metrics to understand what resonates best with each account. Pivot content, cadences and engagement tactics accordingly to improve results. LinkedIn provides analytics to help refine your approach based on measurable account behavior and needs.
FAQs About LinkedIn ABM
How do I find decision-makers at target accounts?
Use LinkedIn Search and Advanced Search filters like Company, Job Title, Industry to identify key stakeholders. Also check account pages for leadership profiles.
What types of content perform best for ABM?
Personalized content like case studies, white papers, webinars and infographics tend to drive higher engagement. Format content based on what provides the most value for each account.
How many accounts should I focus on for ABM?
It varies based on resources, but typically 6-12 high-value accounts allows for personalized engagement without spreading efforts too thin. Start with your top opportunities.
What’s the best way to start a conversation on LinkedIn?
Share relevant content and ask open-ended questions to start a dialogue. Introduce yourself, note any shared connections, and express how you can provide value based on their goals and needs.
How long should I sustain engagement before expecting pipeline progress?
It can take 4-6 months of consistent, valuable engagement through various touchpoints before accounts may become sales qualified leads. Be patient and focus on establishing yourself as a helpful resource over time.
Conclusion
A strategic LinkedIn ABM approach focused on personalized content and meaningful account engagement over time can help you build trusted advisor status with key decision-makers.
By understanding each account’s unique goals and addressing their specific needs and challenges, you position yourself to become a valuable partner to your target accounts.
