Playbook for Account-Based Marketing on LinkedIn (Leader Edition)

Few companies are taking full advantage of LinkedIn’s go-to-market capabilities. It’s the only platform capable of a 360-degree ABM campaign. 

Too many brands are in our DMs but haven’t created trust through content.

Others nail the content but forget to converse. 

Here’s a 7-step Playbook for Account-Based Marketing on LinkedIn (Leader Edition)

Leverage your team properly and it can be executed in weeks.

1. Assemble the team: 3-5 leaders that match the buying committee

If the buying team consists of a CFO, CTO and CMO, find three leaders with similar roles.

• Your leaders need smart LinkedIn profiles that speak to the customer (use the Trends.ceo profile builder)
• Have your designer create banner images with text that tells a story
• Leaders update their bio link with the virtual event (see step 2) and Featured Section with the 3 videos

Have a look at Jason Juliano's profile. His expertise is crystal clear.

2. Create the content: 1 event and 3 x video series

The event (in person, online, or on Linkedin) is the soft hook for your ABM strategy. The event should be tailored for the customer and positioned as an industry event (not a company-branded sales pitch).

(Pro tip: invite external speakers your customers will admire e.g., podcaster or speaker.)

Three x video series: Film 3-5 short videos for each leader in your ABM team. Answer specific pain points in each video. Each video series should speak to a persona in the prospect’s buying team.

• 1-4 minute talking-head videos that go deeper and answer specific pain points
• 3-5 videos per leader
• Shot in vertical format. Dress sharp, bring the energy.

Sucharita Kodali from Forrester builds trust through video.

3. Send connections: Say hello to your customers

Brands either miss this part entirely or rely on SDRs/junior salespeople to spam. 

Understand that in 2023, sales & marketing is everyone’s job - especially leadership.

You’d engaged this customer at a cocktail event. Why not through LinkedIn?

• Purchase LinkedIn Sales Navigator for each leader (~$80/month)
• Have your marketing manager create lists of decision-makers and one level below e.g., Director+
• Divide the lists up per leader-buyer personas, and send connection requests from each leader’s account. Don’t add any text in the connection request message.
• Do not message the prospects

4. Publish the content, and schedule the event: Add value through video and text posts

New connections are exposed to what you publish shortly thereafter

• Leaders will publish 1 video per week and 1-2 text posts
• Circulate the posts internally to organize some early likes and comments
• Create the online event

See the video content of CEO strategist David Lancefield

5. Retarget with Ads: LinkedIn Thought Leader Ads

Hot off the press. As of a few weeks ago, LinkedIn Ads can now be sent from your people. A win-win for leaders and brands.

• Have your editor create variations of your videos, and into images
• Target your prospects with a series of 3-8 ad variations with different messaging
• Some CTAs are to join an event, and others are to direct message you
• Boost those posts $$!!

6. Messaging: Friendly invitations to join the event

By now, there’s a good chance your prospects have been exposed to you, your brand, and multiple variations of your content.

• Each leader (or the marketing manager) will send a direct message to their lists of prospects, with an invitation to join the event
• Use LinkedIn Video Messages to drive better results 

7. An invitation to a call

Before the event and certainly afterward, invite the prospect to a prep or follow-up call. 

Close. Repeat.

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I help B2B execs build trust and revenue through LinkedIn. Book a strategy call.