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How We Align Linkedin Advertising With Sales Outreach In Our ABM Strategy

With customers using so many digital channels to communicate today, omnichannel engagement is incredibly important to running a successful account-based marketing (ABM) program.

But omnichannel engagement only works well when the experience is relevant and consistent for customers across channels. To that end, we use a combination of different channels in order to engage with our target accounts: social (LinkedIn), email, events, display ads, Direct Mail, SDR/Sales, etc.

We ensure that our paid social programs are as effective as possible by aligning our LinkedIn advertisements directly with the approach and messaging that our sales development representatives (SDRs) are using with their prospects. This has enabled us to ensure that LinkedIn ads are being sent to the right people, at the right time, with the right message.

In this post, you’re going to get an inside look at how our LinkedIn ad program works in conjunction with sales outreach. You’ll see exactly how LinkedIn has become an essential channel for generating new leads. If you are a digital marketer trying to understand how to get better results from your ABM program, these insights may help.

Align Your Target Audiences and Zero in on the Right Segment.

The first step to running an effective LinkedIn strategy in conjunction with Sales is to ensure that your target audiences are completely aligned. So you will need to start by identifying which accounts the sales team is targeting heavily within your total addressable market.

We used Lattice to identify our ideal target accounts and prioritize them for outreach (read our last post for details on this effort).

One of the objectives of our LinkedIn program is to generate awareness in our target accounts and provide air cover while SDRs call into those accounts. So, I filtered out target accounts with active opportunities and got a list of roughly 740+ accounts that we were looking to engage with.

Example of List Segmentation

Now you may be thinking that 740+ accounts is quite small for a LinkedIn campaign. However, the goal of these campaigns is to strategically and systematically improve sales results — not to “spray and pray” to a large, possibly unsuitable audience. We are providing additional support for our SDRs who are already reaching these accounts through email, LinkedIn messaging, and phone calls.

To that end, now it’s time to take that narrow list and narrow it down even further to get even more targeted in your LinkedIn ad strategy!

Here’s how I did it: After syncing the audience into LinkedIn, I narrowed it down further based on title and persona.

Message Match: Design Your LinkedIn Ad With Similar Messaging to Sales

Once I’ve got my list of prospects to target on LinkedIn, it’s time to design the ad. But don’t start slapping copy and images together just yet! To get the best results, our LinkedIn ad messaging should match the messaging the sales team is using.

This consistency helps build trust with the target audience, and it’s absolutely critical to our success with this strategy.

Before you start creating your ads, I needed to get an understanding of the type of messaging and content that really resonates with prospects.

Here at Lattice Engines, I met with our sales team to understand what type of messaging they were using as well as content that was performing really well — then I used that insight to guide how I designed my LinkedIn ads.

Example of LinkedIn Ad

Example of Landing Page

Results: The Top-Line Benefits of Aligning Your LinkedIn Ads With Sales Efforts

Running our LinkedIn ads in conjunction with SDR efforts has proven incredibly valuable for generating new leads and creating meetings for the team.

An additional result we were pleasantly surprised by is that the SDR team has been generating more engagement (meetings) as a whole because of these ads. The prospects they are reaching out to are seeing digital ads with similar messaging, which reinforces the SDRs’ communications and encourages engagement all the way through the sales process.

Now, instead of wasting ad budget on accounts that are low-fit and will never buy, our digital ads are only being sent to accounts that our SDR team is actively targeting. The end result is that we’re generating higher engagement through both channels.

LinkedIn Campaign Performance

With our “always-on audiences,” our audiences update in real-time as individual target accounts progress down the buyer journey. So if a target account suddenly becomes “in-market” (because they’re searching for “ABM Solutions” or“Customer Data Platforms” on 3rd party websites), our LinkedIn campaign will automatically start targeting them with the most relevant content.

In our next blog, we’ll share how our SDRs are successfully inviting prospects to events that Lattice Engines is sponsoring (i.e. Dreamforce, Sirius Decisions, roadshows etc.).

Written by

Darshan Advani
November 5, 2019

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