LinkedIn Account Based marketing: A Complete Guide For 2024

Introduction

Digital marketing has grown over the years and it will continue to do so. One such fantastic outreach that digital marketing has introduced is LinkedIn Account-Based Marketing (ABM). You can easily leverage ABM to establish a meaningful connection with your high-value prospects with customized messages. 

In fact, marketers have seen a staggering 75% higher ROI with ABM than any other marketing strategy. This goes to show that LinkedIn account-based marketing is a viable option for you to rely on.

In this detailed article, we’ll help you understand what it is and how you should use it to grow your businesses to reach newer heights. 

What is account-based marketing?

Every business is different and so should be the strategy. Rather than taking a one-size-fits-all approach, account-based marketing (ABM) involves delving into the specific goals, challenges, and pain points of key target customers. 

You can customize your strategy according to the prospect you are targeting. This for sure will lure your prospect to take action with the customized messaging that you will be having. Now, let’s discuss how you should use LinkedIn account-based marketing to your benefit.

How to use LinkedIn for account based-marketing?

You might be thinking it is hard to come up with a solid plan to target your prospects. To help you we have simplified the way for LinkedIn ABM. Let’s talk about them one by one.

• Identify and define target accounts 
• Develop detailed buyer personas 
• Optimize LinkedIn profiles 
• Engage in thought leadership 
• Leverage LinkedIn ads 
• Create and share targeted content 
• Personalize outreach using InMail 
• Monitor LinkedIn metrics 

1. Identify and define target accounts

Start by clearly defining your ideal customer profile and pinpointing high-value target accounts. Use LinkedIn Sales Navigator to search for companies that meet your criteria, taking into consideration factors such as industry, company size, and location.

2. Develop detailed buyer personas

Create comprehensive buyer personas for key decision-makers within your target accounts. Understand their roles, challenges, and priorities in order to tailor your messaging effectively.

3. Optimize LinkedIn profiles

Ensure that the profiles of your sales and marketing teams are optimized for professionalism and credibility. Highlight their key skills, experiences, and achievements that resonate with the target audience.

4. Engage in thought leadership

Share valuable content and insights related to your industry. Participate in relevant LinkedIn groups and discussions to establish your brand as a thought leader. This will also lead to credibility and branding!

5. Leverage LinkedIn ads

Utilize LinkedIn advertising to specifically target desired companies and job titles. Craft compelling ad copy and visuals that directly address the pain points and needs of your target accounts.

6. Create and share targeted content

Develop content tailored to the challenges and interests of your target accounts. Share this content through LinkedIn posts, articles, and updates to actively engage your audience and aid them with their common questions.

7. Personalize outreach using InMail

Use the LinkedIn InMail for personalized outreach to key decision-makers. Try to craft messages that demonstrate a clear understanding of their challenges and present your solution as valuable.

8. Monitor LinkedIn metrics

Regularly review LinkedIn analytics to evaluate the performance of your content and campaigns. Based on the data that you witness, adjust your strategy based on the insights you have gained from these metrics.

7 Benefits of using LinkedIn account-based marketing

Now that you know the strategies for LinkedIn ABM, let’s discuss what are the things that ABM can bring to your business. The benefits are endless, so we’ve just the 7 benefits that no one can deny. Let’s go through them one by one now shall we? 

• Precision targeting 
• Decision-maker access 
• Personalized messaging 
• Branding 
• Improved account engagement 
• Measurable ROI 
• Develop credibility and trust 

1. Precision targeting

With LinkedIn, you can drill down further and further for precise prospect targeting. Because of this, the probability of you closing a deal is on the higher side. 

2. Decision-maker access

Professionals, including influential decision-makers, actively participate on LinkedIn. Once you have a LinkedIn ABM strategy in place, you can connect and interact directly with the people who have the power to make purchases.

3. Personalized messaging

LinkedIn lets you send highly personalized messaging to your target. To make this possible, you can assess their profile to know their industry and craft a message that reflects them. 

4. Branding

Industry professionals converse and exchange views on LinkedIn. If you publish content related to a specific niche for long enough, you can cement your brand strongly in your industry.

5. Improved account engagement

You may interact with target accounts on LinkedIn in many ways, such as through posts, comments, and direct messaging. This continuous interaction strengthens the bond between you and your audience and raises the engagement rate.

6. Measurable ROI

LinkedIn is a data-driven platform. You can monitor click-through rates, engagement, and other pertinent metrics. With this, you can see the results of the efforts you have put into the platform in real time. 

7. Develop credibility and trust

By staying active and relevant on LinkedIn over time, you may establish a reputation and trust by regularly providing your target accounts with insightful and engaging information. This will ultimately lead to successful conversion.

10 LinkedIn account-based marketing ideas to advance your B2B strategy in 2024 

These 2024 LinkedIn ABM ideas are intended to go beyond conventional methods, using the newest developments in technology and trends to craft an effective and memorable B2B marketing plan: 

• Interactive content experiences
• LinkedIn live events
• AI-driven personalization
• Podcast collaborations
• Multi-channel integration
• Augmented Reality (AR) showcases
• Employee advocacy programs
• Dynamic video stories
• Chatbot integration
• Community building

1. Interactive content experiences

On LinkedIn try to create immersive and interactive content experiences tailored to your target accounts. This could include infographics, quizzes, and polls. Engagement-driven content not only captures attention but also provides valuable insights into the preferences of your target audience.

2. LinkedIn live events

To make the interaction even more interesting, you can host live events on LinkedIn, such as webinars, Q&A sessions, or virtual workshops. This real-time engagement with your target audience lets you showcase your domain expertise. 

3. AI-driven personalization

AI is the talk of the town in 2024. You can leverage AI to understand what type of content would resonate the best with your target audience and strategize according to that. 

4. Podcast collaborations

You can create a LinkedIn-exclusive podcast series with influential people in your industry. This creates a certain audience who religiously follows you and adds up the credibility. 

5. Multi-channel integration

Combine your LinkedIn ABM campaign with other channels, including email marketing and targeted website experiences. Create an easy-to-navigate experience for your targeted accounts, ensuring consistent messages and touchpoints across channels.

6. Augmented Reality (AR) showcases

To give your audience a deeper understanding of your product, you can rely on AR to showcase your products. This immersive experience will result in more engagement and conversions.

7. Employee advocacy programs

Use your internal team members as LinkedIn brand ambassadors. Set up employee advocacy campaigns that encourage your team members to post company content, boosting organic reach and creating a more human touch with your target accounts.

8. Dynamic video stories

Create engaging and captivating video content that builds over the course of multiple LinkedIn posts. This story-driven strategy can grab your audience’s attention and keep your audience engaged with the story as it unfolds, subtly conveying your key messages.

9. Chatbot integration

Use chatbots as part of your LinkedIn strategy to answer questions right away. Decision-makers can benefit from this real-time involvement, which can help them navigate the earliest stages of interaction and improve user experience. 

10. Community building

Create and maintain LinkedIn communities centred on issues related to your target accounts but specialized to your industry. Promote your brand as a means of promoting deep conversations and connections in these communities. 

Conclusion

LinkedIn account-based marketing will be a powerful tool in 2024 for business-to-business (B2B) marketers. More than 75% of marketers use ABM strategy and one among them utilize these impeccable benefits.

Need a proven LinkedIn strategy that works wonders? Reach out to us now!

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