[Guide] How to Use LinkedIn for Account-Based Marketing (ABM)

If you're in marketing or sales, nailing LinkedIn for Account-Based Marketing (ABM) is vital for going after those high-value accounts and beefing up your sales pipeline. By making the most of LinkedIn's tools, especially Sales Navigator, you can get your sales and marketing teams on the same page to connect with the right decision-makers at key accounts. Here's a step-by-step breakdown of how I tackle LinkedIn ABM.

Get the ABM Funnel

In old-school marketing, the focus was churning out tons of leads and passing them on to sales, often leading to low-quality leads and wasted time. ABM flips the script by targeting specific companies (accounts) instead of individuals. The aim is to coordinate between sales, marketing, and execs to pinpoint accounts that align with your business goals and bag quality meetings with decision-makers.

Nail Your Ideal Customer Profile (ICP)

Nailing down the Ideal Customer Profile (ICP) is key. Here, the customer refers to a company, not a person. Start by looking at the industry, company size, location, and growth rate, and then use this profile to determine which companies are the best fit for your product or service. A top tip is to check out your current customers to fine-tune your ICP.

Go for the ABM Tier System

Tag accounts into three tiers to focus your efforts:

- Tier 1: The big, must-win accounts. These are usually hefty enterprises, and the game plan involves super personalized outreach by top sales heads.

- Tier 2: Your core clients bring in a big slice of the pie. Sales Development Reps (SDRs) concentrate on these with personalized but scalable strategies.

- Tier 3: Easier-to-close accounts that add extra revenue but don't need much personalization. Automated prospecting is the way to go here.

Make the Most of LinkedIn Sales Navigator

Using LinkedIn Sales Navigator is a must for finding target accounts and decision-makers. Start by creating lists of companies based on your ICP using filters like industry, company size, and recent funding events. Then, track down decision-makers within those companies, refining your search by job titles like "Head of Sales" to ensure you're targeting the right folks.

Automate Your Lead Generation and Outreach

Tools like Evaboot help automate lead extraction from LinkedIn Sales Navigator. Grab decision-maker info, including contact details, and use it to streamline your outreach. Coupling this data with cold outreach tools allows you to automate email and LinkedIn message sequences while keeping things personal for those high-tier accounts.

Sync Up LinkedIn Prospecting with Ads

One of the slickest moves is to sync up LinkedIn prospecting with targeted ads. By loading up the account lists you've made into LinkedIn Ads Manager, you can show ads specifically to decision-makers in your target companies. This creates multiple touchpoints and boosts brand recognition, upping the chances of a positive response when you or your team reaches out.

- Warm-up Ads: Run these before reaching out to introduce your brand.

- Cover Ads: Use these while actively prospecting to stay at the top of your mind.

- Wake-up Ads: Target leads who previously showed no interest or delayed decisions to stay relevant for future opportunities.

Key Takeaways

- ABM Funnel Flip: Focus on companies, not individuals, and coordinate efforts across sales, marketing, and execs.

- ICP Clarity: Clearly define your ideal customer profile based on company characteristics to target the correct accounts.

- Tiered Approach: Prioritize accounts by value (Tier 1, 2, or 3) and tailor your outreach accordingly.

- Sales Navigator Mastery: Use LinkedIn Sales Navigator to find and engage decision-makers at target accounts.

- Automation: Use tools like Evaboot for automated lead extraction and cold outreach while keeping things personal.

- LinkedIn Ads Sync: Run LinkedIn Ads alongside outreach to boost recognition and improve conversion rates.

By following these steps, you can streamline ABM efforts on LinkedIn, stir up valuable conversations, and seriously increase your chances of sealing the deal with the accounts that matter most.