Case Study: Targeted Messaging & Better Measurement with LinkedIn + Terminus
Terminus ABM: The Most Data, Most Channels, and Most Analytics All in One Platform
We bring together go-to-market teams (Marketing, Sales, CS) to identify, market to, sell to, and analyze their most important accounts. See why Terminus is the perfect ABM platform for your LinkedIn advertising strategy.
LinkedIn Account Based Marketing
Anyone in marketing or sales will tell you that LinkedIn account based marketing is some powerful stuff. LinkedIn works exceptionally well with account-based marketing; they’re extremely well-matched resources. Before you pick up a copy of Account Based Marketing for Dummies, you might want to explore how ABM works and how LinkedIn can help. Understanding this can be foundational to learning more and learning about greater levels of complexity.
Account based marketing 101: It’s all about the customer. Account based marketing seeks to forge real relationships with customers through data and interactions. What is account based marketing? It’s all about customization. Customizing your interactions to the customer and their needs. You don’t need an account based marketing for dummies PDF download to see how LinkedIn can help.
LinkedIn is an all-encompassing business and social media platform, which connects you directly to companies and their infrastructures. You can see the entire corporate structure of a business, its changes, and those within it. You can interact with people knowing what level they’re on within the business and how much decision-making power they really have. And you can customize your ABM to this.
What is ABM? The ABM acronym just refers to the account based marketing strategy; the ABM meaning is the same. When it comes to LinkedIn, a strategy might be to connect with anyone who has recently been promoted into a buying and purchasing role. They’re naturally wanting to make some changes and prove themselves and they are more likely to be receptive to account based marketing B2B sales. Send over a customized account based marketing PDF or account based marketing PPT and you’ll be able to secure a sale with little work and a lot of personalization.
The term personalization in account based marketing means that all communications and interactions are adjusted based on the person they’re being sent to. This is core to account based marketing vs lead generation; lead generation simply hopes to bring in a large volume of leads. For more information about ABM, lead generation, and how LinkedIn can work together with both strategies, check out the resources on Terminus.com: the ABM Campaign Workbook, State of ABM Report, and Funnel Infographic.
LinkedIn Marketing Solutions
LinkedIn marketing solutions are used throughout many marketing strategies. Compared to many, LinkedIn is a new and reliable marketing channel. Not only that, but they provide services to help use the channel for marketing purposes. By learning more about LinkedIn marketing solutions (such as by following the LinkedIn marketing solutions blog), a LinkedIn campaign manager can develop a quite robust LinkedIn marketing strategy which occurs internally throughout the site.
A LinkedIn marketing campaign can begin with LinkedIn matched audiences; audiences that are most likely to be interested in an organization’s products or services. From there, companies can invest in LinkedIn Sponsored Content. Post interesting, informative news (or repost your organization’s blog posts and articles) and then “sponsor” it to make sure it gets seen.
Some companies can find success by investing in a marketing partner or a marketing consultant. Other companies may want to send their internal marketing team to get a LinkedIn Marketing Solutions certification, to attend seminars, and generally to learn more about LinkedIn as a tool. LinkedIn provides exceptional and unparalleled access and visibility to leads, on an unprecedented scale.
Many marketing partners can provide LinkedIn marketing solutions help, though LinkedIn marketing solutions pricing will vary depending on what the organization needs to achieve. Companies can begin by looking up LinkedIn marketing solutions getting started — and by using resources such as Terminus and HubSpot. LinkedIn isn’t complex, but there’s a lot that can be done with the platform, and quite a lot that can be gleaned.
Many companies today are using LinkedIn in their marketing strategies, but it is still a relatively new platform. Because of this, there’s a lot of opportunity there to set yourself out from the competition.
Types of LinkedIn Ads
Businesses are on LinkedIn. You want to be, too. If you haven’t established a presence on LinkedIn yet, consider paid ads. There are multiple types of LinkedIn ads, but all LinkedIn ads will provide you greater levels of exposure. Through the LinkedIn Ad Manager, you’ll be able to see exactly who has been interested in your business, and how each ad (and piece of advertising content) is performing.
First, there are paid ads. You’ll need to look up the regular LinkedIn ads size and LinkedIn ads specs. For B2B sales, there are few things that are as effective as LinkedIn ads 2020, though the LinkedIn ads cost may become considerable for long-term advertising strategies. You will pay to be displayed on the LinkedIn site.
In addition, there are sponsored posts. You select a post and it becomes sponsored, showing up in feeds more frequently around the site. This is a great way to develop brand authority, because it exposes more people not only to your business but to the content that it’s generating. You can get more followers.
LinkedIn ads are an excellent way to build a following on LinkedIn quickly. Once your paid ads have generated enough traffic, it’s more likely that you’ll be able to connect more with people through LinkedIn, and you’ll be able to bring in additional leads. The bigger your LinkedIn following is, the more likely it is that people are going to trust you, and the more likely it is that you’ll be found by those who are already interested in your products and services.
LinkedIn Ads Examples
How do you get started with LinkedIn ads? Looking at some basic LinkedIn ads examples can help. It’s easy to spend a lot of money quickly on LinkedIn ads without drawing in the type of customer you want. You need to be targeted and efficient with your advertising spend. ABM can help you with this, forcing you to focus on a specific list of accounts to target. This LinkedIn account list will be focused on those who are most likely not only to buy but to spend. Ultimately, this leads to higher engagement rates, less spending, and more campaign time.
Sales Navigator account based marketing means that you won’t waste time on targets that aren’t likely to buy. When using LinkedIn advertising for ABM, every account matters. Rather than trying to just increase exposure, you’re trying to target the few people who are most likely to make a purchase. The LinkedIn sales navigator helps with ABM selling by giving you all the information and power of the LinkedIn platform. At the same time, you need to consider the benefits of account based marketing, and the principles of profiling accounts for ABM.
LinkedIn ads examples will show you which types of advertising is most effective. But it’s your ABM strategy that’s going to tell you who should be on your LinkedIn accounts list. Both strategies are likely to change over time, as your marketing campaigns evolve, and as you learn more about what will be truly effective.
Before you get started with ABM LinkedIn, or even think about your budget, it’s important to establish an ABM strategy. Account based marketing strategies will help you map out your timing, priorities, goals, and your overall budget. Once you have achieved clarity from your strategy, template, or framework, executing your plan will go much more smoothly. Usually one person is dedicated to leading this process and their title is something similar to an ABM manager. But you can also work with an ABM company or ABM consultant.
What is ABM strategy? A strategy is a template or framework that outlines what your organization seeks to achieve. Within your account based marketing strategy template will be your core metrics; what you’re trying to move toward and how you’re going to get there. Your account based marketing framework isn’t going to start out perfect. But by having written processes, you can explore what works and doesn’t work.
You can start with your account based marketing customer journey, from the very beginning to the end of the funnel. What will they need? What will they expect to see? How will they be qualified? What are the major customer touch points?
With more ABM experience, you’ll be able to fine-tune and optimize these strategies. Until then, you can use a template or framework developed for your industry, or rely upon an all-in-one ABM platform like Terminus. An account based marketing manager can also help your business get started and grow into its new ABM strategy.
Once you have a plan, a basic understanding of LinkedIn, and a basic understanding of ABM, you’re ready to execute a complete LinkedIn ABM marketing strategy. LinkedIn ads are just one of the important account based marketing tactics 2020 marketers are using; there are many other account based marketing examples throughout social media. Account based marketing best practices will eventually take you to all corners of the internet, from your owned media (website) to third-party content (such as press releases).
When you need inspiration on what to do, you can take a look at account based marketing case studies, or prior years, such as account based marketing 2019. Account based marketing solutions like Terminus can help you get started, and account based marketing HubSpot lessons can help you certify your internal team and refresh their knowledge.
At its core, ABM is about understanding your customers, customizing your marketing to them, and working with your technology to provide them a unique and compelling experience. LinkedIn provides detailed information about customers, as well as interactions with similar audiences, so you can reach out on a level that is more detailed and specific than ever before. At the same time, it’s critical that companies have a strategy for working with technology that they might not have previously been able to work with.