How ABM Can Help You Reach Decision Makers on LinkedIn

It’s been proven over and over: winning B2B campaigns are the ones that market directly to individuals. While buying committees may make the decisions as a unit, it is important not to lose sight of the fact that these committees are made up of individuals, each at a different place on their buying journey.

To reach these individuals, more companies are embracing the power of account based marketing (ABM). As a bridge between your sales and marketing teams, this strategy places focused, personalized, and relevant content in front of key decision makers.

Here are a few tips and tools to identify and reach key decision makers at your target accounts.

1. Become a profiler

You’re already sitting on a gold mine of information: your current account list. Identify your top-performing accounts and pull data on the key decision makers you work with in those organizations. Remember to include all members of the buying committee.

The data you’ll want to gather includes:

With this data, you have a broad profile of what a top-performing contact looks like for your target account. Keep in mind that each data point can be used to help filter search results as you look for prospective accounts.

2. Level-up your ABM strategy

That gold mine of data mentioned earlier? There’s a lot more drilling down to do! By partnering with an ABM-focused data analytics platform, you can translate your raw data into names and contact information for creating targeted campaigns.

Below are a just few of the LinkedIn Marketing Partners who have powerful ABM tools in their platforms, which can help elevate the impact of your LinkedIn marketing efforts:

3. Target your content

Identifying key decision makers is only useful if your content reaches them. To get your ABM Strategy working, LinkedIn offers smart Ad Targeting technology through Matched Audiences. By using insights pulled from your website’s visitor data and your organization’s contact lists, Matched Audiences curates audiences so you can deliver targeted, personalized content to key decision makers. You can even customize the content to where each individual is on their buying journey.

4. Deliver content that breaks through

A global pandemic accelerated the shift to content marketing and virtual selling. As a result, there is a lot of noise in the B2B sales space. Still, 83% of typical B2B purchasing decisions happen before a buyer ever has direct contact with a provider, so getting your content noticed pays off.

According to decision makers themselves, the threshold for breaking through is rising as the market for thought leadership becomes saturated in an uncertain economic environment:

Luckily, this research also uncovered a formula for rising above the noise and making an impact. Decision makers are looking for thought leadership content that’s:

Read the full B2B Thought Leadership Impact Report from LinkedIn and Edelman to learn more and check out LinkedIn Marketing Partners who help brands create impactful content and creative advertising experiences.

Reach and engage the key players

Identifying and reaching decision makers is easier than you think. With the right tools, targeting, and approach to thought leadership content, you can connect with your most valuable audience and drive influence.