Make LinkedIn your ABM sidekick

I’ve been fairly active on Linkedin for about an year now

I’m convinced that LinkedIn is tailor-made for account based marketers

Here’s why I say this

• You can pick right accounts to go after
• Target that audience with relevant content
• Engage with the right decision makers

Kind of a dream come true 🦄

All good, but how to actually use LinkedIn to influence high value accounts?

Here’s a detailed guide👇

Read till the very end to get the full gist of how this works.

1. Find the right target accounts

Prerequisite: You need to have your ICP clearly defined

(ICP → Ideal customer persona)

Once you have your ICP, follow these 6 steps

1. Use LinkedIn Search + FiltersFilter based on Location, Industry, Company size
2. Browse LinkedIn Company PagesResearch products/service offerings, culture and recent updates
3. Identify Key Decision MakersSee who works there & can influence buying decision. CEO, CMO, Head etc
4. Use Advanced People SearchFind individuals who match your criteria. Use filters title, location, and company
5. Use LinkedIn Sales NavigatorScout the right people and make lists to better organize
6. Connect with Key Decision MakersSend personalized connection requests. Explain why you want to connect.No pitch-slapping here 😅

Before you get overwhelmed, let me show you how to do this (in pictures)

2. Target with relevant content

Just because you’ve made a list, things don’t automatically happen

Create relevant content for these audiences

Here’s a 3 step process that works

1. Observe activities & interactionsWhat topics do decision makers relate/respond to?
2. Create content relevant to themCreate visual content, ebooks, articles, videos that address the challenges and interests of your target accounts
3. Post from your personal LinkedInInteractions happen naturally with personal accounts instead of company pages

Here’s how we create content on LinkedIn

Our target audience is B2B Marketers (you’re most likely one)

• We do podcasts on B2B Marketing & ABM regularly & share relevant clips

• We share our point of view with original content on LinkedIn

• And on the weekends, we make marketers laugh out loud (lol) with our original comic series - Marketing Tales

Follow Arun, founder & CEO of Recotap on Linkedin here

3. Engage with target accounts

Creating content is not enough

You will need to find popular folks in your niche & engage with their content

Ideally, this is how

1. Engage with industry-relevant postsComment and share posts relevant to your industry
2. Engage with decision makersRespond to the posts and comments of key decision makers. Keep it relevant. Don't overdo it 🚫

Here is how we do it

4. Participate in LinkedIn Groups

Although not a very high value thing to do (these days)

I’ve got to mention that this can be a useful ploy

5. Leverage LinkedIn product showcase

LinkedIn allows you to showcase your product

Here is how we at Recotap ABM use this

1. Present your product/serviceWrite about your solution. Show how it helps your target audience
2. Showcase customers & case studiesTalk about success stories that are very relatable to your target accounts

6. LinkedIn Live Events

Educate your target audience by getting your customers to speak

LinkedIn native events

1. Host Events or Webinars (Native)Select topics that are most relevant for your target accounts
2. Nurture contactsSend thank you notes to users that attended your event. Tag them in posts related to the event you hosted

7. Personalized Ads

This is a great way to grab attention

We consistently see 30-43% lift in clicks when compared to non-personalized ads

The only word of caution I have here is this 🛑

This isn’t a magic bullet and you’d have to give it the time it needs to work (few months to build influence - depends on your sales cycle & seniority level you’re targeting)

1. Personalized Targeted AdsUse account-specific messaging and visuals
2. Measure results & optimizeDig deep into analytics and determine clearly whether your ads are working

This is an example from one of Recotap customers