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Do I need an ABM platform to get started with ABM?
NO. Absolutely not. Stay away.
What I will say is, one of the biggest, maybe best benefit of an ABM platform is the holistic reporting it can provide on your target accounts. But I’m here to tell you that you can access some of the same reporting, for free, using LinkedIn.
Within LinkedIn Campaign manager, you can measure the success of your campaigns using different methods like ‘Performance’, ‘Delivery’ or ‘Engagement.’ Each provides slightly different measurements of success.
To understand how well your ads are driving engagement with your target accounts, select the ‘Engagement’ option. It will give you a holistic measurement of how much your accounts are engaging across not just your ads but how those ads are driving additional engagement across your company’s profile and organic posts.
The above image is an example showing the total number of engagements from your ads and an overall percentage. The benchmark is typically around 40%-50% and here we can see these ads are 2x that.
Within the same view, if you select the button ‘Demographics’ it will take you to a new reporting dashboard that will show you which accounts and which job titles have the most impressions, clicks and highest click-thru rate.
This gives you additional insight to ensure that not only are the right accounts being targeted and engaging with your ads, but are they hitting the right personas. If the numbers you’re seeing aren’t great, it can help you understand what changes and optimizations to make to drive better results.
While that was engagement from your ads, there’s one more report that gives you engagement insights from ads, organic LinkedIn and website activity.
Under ‘Plan’ on the left-hand side in campaign manager, you can access one of your target account lists.
This report is showing you your accounts overall engagement level and further insights around number of personas targeted, ad and organic insights and even website visits.
What I love to do is export this report into a Google Sheet and share it with the sales reps I’m working with. It helps them further prioritize their accounts by understand who is actively engaging with our efforts.
If you’re trying to measure overall success from these reports, I like the rule of 40% engagement.
Drive at least 40% engagement from your LinkedIn ad campaigns, and 40% overall account engagement from your target account list.
Last piece of advise. Don’t fall into the ABM platform trap. There’s plenty of data at your disposal that you can use to run your strategy and show success.
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How can I help your ABM strategy?
Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?
Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?
ABM Platform Management: With experience using platforms such as Terminus (user and employee), 6sense and RollWorks, I can provide your team tips, and best practices to help unlock the platform’s full potential.
Consultation sessions are 30 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!