LinkedIn Ads for ABM: The Perfect Match

ABM (Account Based Marketing) is simple. Instead of fishing with a net, you fish with a spear. You don't want "leads." You want "Coca-Cola." You don't want "clicks." You want "Target Account #44." LinkedIn Ads is the only platform that allows you to execute true ABM at scale.

The Setup: Company Matched Audiences

1. Build Your List: Get your Sales team to give you the "Dream 100" target accounts (Domain names or Company Page URLs).
2. Upload to LinkedIn: Create a "Company List" audience.
3. Match Rate: LinkedIn usually matches 70-90% of companies (far better than personal email matching).
4. Targeting Layer: Now, layer on the Decision Makers.
   • Audience: "Dream 100 Company List"
   • AND
   • Job Function: Marketing OR Sales.
   • AND
   • Seniority: Senior + Manager + Director + VP + CXO.

The Strategy: Surround Sound

The goal of ABM is not just to get a click. It is to create Internal Consensus. B2B buying decisions are made by committees (6-10 people). If you only target the CEO, the CFO will kill the deal. If you only target the User, the Manager will say "No budget." You must target everyone. Show ads to the entire buying committee within those 100 companies.

• The CEO sees: "Vision / ROI."
• The CFO sees: "Cost Savings / Efficiency."
• The User sees: "Ease of Use / Features."

The "Air Cover" Effect

Your Sales team is calling these companies. They are sending cold emails. Your ads act as "Air Cover." When the Sales Rep calls, the prospect thinks: "Oh, I've heard of you guys. I see your ads everywhere." Result: Cold calls become Warm calls. Connection rates double.

Measuring Success in ABM

Do not look at "Cost Per Lead" (CPL). Look at "Engagement within Target Accounts."

• "We reached 80% of our Target Accounts this week."
• "30 Decision Makers from Coca-Cola clicked our ad." That is the metric that matters.

Summary

Don't spend money on companies that can't afford you. Upload your Dream 100. Target the Committee. Provide Air Cover for Sales. That is ABM on LinkedIn.