For businesses to effectively reach the right audiences, more B2B companies are turning to the foundational method of account-based marketing (ABM) to funnel in leads.
Dave Rigotti explains why ABM has become an essential tool for B2B companies to expand their sales, stating “I define account-based marketing as total marketing and sales alignment around who are target customers and the efforts to go get them.”
Account targeting is composing a list of attributes that a customer seeks in an account, and then finding companies meeting that criteria. LinkedIn knew it could use its platform of over half a million companies to find ones that would fit targeted attributes. B2B companies can utilize LinkedIn to streamline their ABM strategy.
Follow these steps to utilize ABM:
- Import or integrate your existing contact email lists to find your contacts on LinkedIn and seamlessly include them in ABM campaigns.
- Build your target accounts list at scale by uploading a list of accounts and automatically finding similar accounts on LinkedIn.
- Implement website retargeting to effectively identify, nurture, and re-engage key contacts throughout the buying journey.
- Use LinkedIn’s Trusted First-Party Data to Run Granular ABM Campaigns. Zoom in closer on the buying committee, and we see individual members, each with their own role, motivations, and goals.
- Target the exact CTOs you need to reach by filtering based on criteria such as company size, industry, location, etc. And you could apply similar filters to sync your ABM targeting criteria with the other stakeholders you need to reach.
Follow LinkedIn’s guide for matching audience Here