How scale personalization on LinkedIn

Personalization without breaking the bank

Author

Tyler Pleiss
October 22, 2023

Personalization is one of the key fundamentals to running a successful account-based marketing strategy.

But doing that well, and at scale? That can be very time-consuming, and expensive to pull off. Let alone effective.

I’m here to show you one tactic that you can easily, and efficiently, scale your personalization on LinkedIn.

LinkedIn Conversation Ads

I’m sure you’ve seen these messages pop up in your inbox.

They show up with the tag “Sponsored” just below the sender’s name.

Often underutilized by marketers, these can be effective at grabbing the attention of your key stakeholders directly where they live.

What allows you to scale personalization using this tactic is the fact that LinkedIn allows you to add personalized tokens. When you place these throughout the message it makes it feel personalized and meant for the recipient.

Below is an example of what this can look like. Highlighted are the fields that are personalized tokens: first name, company name, and industry.

LinkedIn provides several options for personalized tokens, typically aligned to the audience filters you would normally use in a sponsored content ad.

These are great to use for sending out invites to upcoming webinars, in-person events or executive connections. Another great tactic is inviting key stakeholders to visit the personalized landing page or content hub you’ve built for your 1:few strategy.

Running these ads doesn’t break the bank either like you would with other forms of LinkedIn advertising. Typically you’re able to send hundreds of messages for under $1k.

Give these a try and let me know what you think! If you need help setting them up, I’m more than happy to assist.

LinkedIn Post of the Week!

ABM KPIs

While Tara is specifically referring to her goals for ABM for financial services, these are still great leading indicators regardless of industry.

www.linkedin.com/embed/feed/update/urn:li:share:7110367567763898368

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