Account Based Marketing still dominates the conversations during the annual planning meets for a lot of IT / ITeS Marketers. What techniques/tools and accounts continue to dominate the discussions, but one thing that continues to trouble the business marketing managers and the CMO is the reporting on ABM.
How do you at the end of the quarter or after a campaign ends prove to the leadership/sales team that you have genuinely made an impact on that account. The reporting framework for ABM continues to be troublesome and as a marketing manager, there is only so much time that you can spend on compiling the report.
I happened to listen to a recent webinar hosted by LinkedIn, which kind of gave some insights on the upcoming features.
The four features that LinkedIn plans to introduce soon, giving ABM tools a run for their money
1. Interest targeting
Now you can take personalization to the next level with your customers by targeting them based on their interests, pre-built audience templates, and lookalike audiences. In this specific example given below, not only do you target audiences based on their specific functions but the interests in those functional areas. So you can focus only on people interested in digital marketing if you are trying to sell a platform for Social Media.
2. Build an audience based on buyer persona
Know your customers well with better firmographics and demographics. LinkedIn is planning to build the target audience group based on your engagement with content and advertisements. This will allow you to create messaging for specific buyer groups across your target accounts. This should give you quick feedback on what kind of messaging is resonating with the buyer persona.
3. Account scoring for sales readiness
One of the biggest challenges that we as marketers faced was to understand which organizations have seen our advertisements and how have they responded to it. Till date this was based on a pixel tracking method or using some other third-party tool for tracking web visits etc.
This will be completely changed by the new LinkedIn feature which will give you the score for each account based on metrics like number of impressions, number of ads, website visits, etc. for the entire company. This will help you make a decision in understanding what accounts are more ready for calling etc.
4. Create a better lead nurturing experience
You can craft a tailor-made ad experience based on insights derived from your users who consume your content. Better nurturing means better chances of conversions. This will help you deliver advertisements specific to the stage of your buyer journey. This is a unique feature and given LinkedIn doesn’t share its platform data much, I don’t think any other tool can do that.
These features will change how marketers approach LinkedIn from an ABM perspective. It sure is going to garner more interest and get more budget allocation from the marketers who are looking to expand in the ABM market.
Click here to view the complete presentation on LinkedIn
