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Can somebody please clarify Account Based Marketing for me? And can we use LinkedIn as platform for ABM?

I really want to know more about the ABM method, and how we can use LinkedIn for the ABM to find the proper lead. Or any other platform you will suggest for this ABM method.

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    • 1
      Profile picture of Bryan Bain
      @bsquared
      ( 515 POINTS )
      3 weeks ago

      ABM differs from traditional marketing in that the message is tailored to the ICP and the associated stage in the buyer journey. Traditional marketing efforts create messaging that is intended to be broadcast to a wide audience.

      ABM is typically omnichannel-oriented. Thus LinkedIn is simply one of the channels to be leveraged to deliver personalized content to the ICP. LinkedIn is great for identifying and marketing to ICPs, but it’s not an ABM platform.

      My ABM strategy had 3 pillars:
      1. SEO/SEM
      2. Intent signal (Bombora, MRP Prelytix, DemandBase, IntentData,io)
      3. Content

      The challenge with ABM is that the buyer journey is now almost exclusively digital. Content has to be created that delivers differentiated value to the ICP at every stage of the buyer journey. If you’re not producing content that can influence the buyer’s thought process, your investment in intent signaling is useless.

      I’m happy to discuss the topic 1:1 with you.

      B2

      • 0
        Profile picture of Rana Chakraborty
        @rana1608
        ( 555 POINTS )
        2 weeks, 1 day ago

        Thank You @bsquared. It would be a great help for me. Let me know when you will be available. Thank You.

        • 0
          Profile picture of Bryan Bain
          @bsquared
          ( 515 POINTS )
          2 weeks, 1 day ago

          What time zone are you? I’m in New Jersey, eastern time zone. I’m usually pretty flexible between 2:00 – 5:00 PM most days.

          B2

    • 0
      Profile picture of Colin Campbell
      @colin-campbell
      ( 11.7k POINTS )
      3 weeks ago

      Hey @rana1608,

      In ABM, you start with a list of target accounts you know you want to have as customers/clients, and market to them from there. In other lead gen strategies, you begin with messaging and channels and take whatever leads you get.

      You’re right to ask about technology – ABM is a strategy that relies heavily on having the right tech. You’ll need not just targeting platforms like Linkedin to deliver the message to the right person, but also data about your target accounts behaviors from somebody like G2, Bombora or 6Sense.

      ZoomInfo or something similar would also be good.

      You can find a great overview of ABM prospecting here:
      https://www.saleshacker.com/account-based-prospecting/

      And an overview of what makes a good ABM tech stack here:
      https://www.saleshacker.com/community/users/daisy_t/activity/96129/

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