August 9th, 2017 | by

Account-based marketing (ABM) is an effective strategy when trying to win sales.

Companies that implement an ABM approach generally see more qualified leads, a higher close ratio, better collaboration between Marketing and Sales teams, and an increased ability to measure marketing ROI.

As a quick recap, ABM essentially flips the sales funnel upside down and, instead of focusing on attracting leads through targeting the masses, it focuses on smaller groups that are more likely to make a purchase. Identification of these leads relies heavily on sales intelligence platforms and marketing research, the latter often proving to be costly and time-consuming. So how do you reach said targets with relevant, tailored content that are outside of your network? One of the best ways to reach specific groups is through paid marketing campaigns on social media.

What is the difference between paid and organic?

To understand what a paid campaign is, we must understand the difference between paid and organic reach. Organic reach is with those who actively choose to engage with your content or follow your pages, as well as people in their networks that see content through shares. It typically begins with typing keywords into a search engine and combing through results. Organic is unpaid and natural. On the other hand, paid reach is through a sponsored campaign in order to reach an audience beyond your network of followers. There are obvious pros and cons to both, having a cost versus free, defining your target versus limited audience, etc.

So, how do you decide if you want to take the next step in creating a paid marketing campaign? As we stated before, there are pros and cons to both, but many companies decided to use paid campaigns for these reasons:

  • Total control over ad placement and how much you spend
  • Quicker results
  • Highly targeted ads—you choose your audience
  • ROI tracking is easier and more well-defined

Now, if you’re ready to start on your paid marketing campaign journey—see the steps below.

How to make a paid marketing campaign?

1. Identify Your Objective

In most cases, your end game is to make a sale. However, when thinking along the lines of your campaign objective, you’ll want to acquire marketing qualified leads (MQL) first.

2. Determine Your Preferred Channel to Use

Keep in mind that ABM isn’t a one-size-fits-all solution. It works best for B2B companies selling enterprise solutions to companies with high annual contract value. If this holds true for your company, LinkedIn is likely the best choice for your ABM paid campaigns. But, what are some other good options for your company?

  • B2B companies:
    • Google Ad Words
    • Twitter
  • B2C companies:
    • Twitter
    • Instagram
    • Facebook

This is not to say that your B2B company won’t find results on Facebook as it is entirely dependent on your customer base. However B2B companies tend to have less success reaching customers via Facebook which is very casual, social environment, whereas LinkedIn is a place where you’ll find mostly organizations, companies, and business professionals.

3. Identify Your Targets

It would be a huge waste of resources moving a non-influencer through the sales funnel.

As mentioned above, the ABM approach targets specific decision-makers that will have a higher likelihood of interest in your product or service. The DiscoverOrg sales and marketing intelligence solution will help you identify key technology decision-makers in a wide variety of industries with accurate, up-to-date data. Its highly detailed company profiles show org charts, contact information, titles, and more for the decision-makers you need to engage with from the initial point of contact. DiscoverOrg also identifies actionable, investment signals indicating when a target may potentially be interested in purchasing a product or solution.   This allows you to deliver relevant content that will actually resonate with influencers in a timely manner. You can also read more on how DiscoverOrg can be used to achieve Account-Based Marketing.

Use the detailed contact profiles in DiscoverOrg as a blueprint to set up your paid marketing campaigns in LinkedIn. LinkedIn allows you to target specific companies or job titles. So now that you know who to target for your ABM strategy, you can deliver your LinkedIn ads to that exact company or people with similar roles at other companies within that industry.  Don’t forget to set up your campaigns during times of higher likelihood of purchase as signaled by DiscoverOrg Scoops.

TIP: If you know exactly who the decision-maker is, you can have a salesperson reach out using paid InMail to build the relationship early.

4. Content is Still King

You can’t have a paid campaign without content. The key to an ABM paid campaign is to have tailored content relevant to specific leads. Because prospects have different challenges or are at different stages of the sales funnel, your marketing campaign should not use an umbrella approach. Instead, use DiscoverOrg to identify spending initiatives, upcoming projects, pain points, and budgetary information to craft messages for each group. Delivering the right content, at the right time will ensure a higher likelihood of engagement in order to move them through the sales funnel.

5. Monitor Your ROI

Use LinkedIn’s insights tool to track your ad engagement such as impressions, clicks, etc. Make adjustments to content as needed or use A/B testing to see if one ad is more successful. Always refer back to DiscoverOrg’s profiles to ensure you’re targeting the right job titles, companies, and decision makers.

Paid marketing campaigns allow you to deliver your content to specific audiences outside of your organic network. Having this ability to approach interested prospects that may not be aware of your offerings will allow you to chart new territory for your business and give you an edge over your competition. The account-based marketing approach will improve marketing ROI by delivering the right message to the right people at the right time. LinkedIn offers incredibly useful paid campaign tools that can be used in conjunction with DiscoverOrg sales intelligence resulting in a larger pool of marketing qualified leads, which when handed off to the Sales team, can be converted into closed deals.

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