ABM on LinkedIn: how to create awareness & demand in target accounts
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TUNE IN TO LEARN
- The LinkedIn ecosystem and how to leverage it to create awareness in target accounts
- How to create a LinkedIn demand generation funnel
- Simple content frameworks to generate demand for your product
- How to recognize the buying signals & engaged accounts
- LinkedIn marketing planning: how to develop ABM process that requires max 3-5 hours per week
HOW TO DO ABM ON LINKEDIN
1. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩.
Why:
Generating demand for your product.
Proving niche expertise.
Position yourself as a trusted advisor.
Nurturing target accounts.
2. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭𝐟𝐮𝐥 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐢𝐧𝐠.
Why:
Create awareness & attract attention.
Show your expertise.
Repurpose comments into posts.
3. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.
Why: Seep p.1
4. 𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐚 𝐧𝐞𝐭𝐰𝐨𝐫𝐤 𝐨𝐟 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬 (𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦).
Why:
Regular appear in the newsfeed of the target accounts.
Build a strong brand & a real relationship with the target audience.
Generate and capture the demand.
Educate & nurture the target market
5. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐞𝐬𝐭𝐬.
Why:
Higher acceptance rate
Opportunity to build a real relationship
6. 𝐍𝐨𝐧-𝐬𝐚𝐥𝐞𝐬 𝐭𝐨𝐮𝐜𝐡𝐞𝐬.
Why:
Stay top of their mind & nurture the audience.
Capture demand.
7. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐜𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬/𝐁𝐎𝐅𝐔 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐞𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.
Why:
Generate demand.
Generate inbound opportunities.
8. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡.
Why:
Higher response rate.
Opportunity to get customer insights and see if there is a fit.
Build a relationship.
Capture the demand and generate a sales opportunity.
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Luckily, most B2B companies on LinkedIn have a lead generation mindset:
Send 1000 spammy inmails - get 1 meeting booked.
Display ads routing to landing page - get 1 demo request.
I said «luckily» because it leaves a space and generates a tremendous opportunity for others who understand full-funnel ABM and think long-term.
People buy from people they know, like, and trust, and that's the ultimate goal for ABM on Linkedin.