Did you know that most B2B companies use account-based marketing to generate some LinkedIn sales? That’s right; for many companies, this is their primary strategy. Over the years, LinkedIn ABM has proven to be an efficient and effective method for most marketers in generating leads.

So, what is ABM all about? Well, think of it as using a focused approach to target prospects – instead of casting a wide net, you narrow it down. What are some of the best ABM practices you can use in your LinkedIn marketing?

Add Your Targeted Accounts

The first thing is to identify your prey. Have your sales team come up with a list of accounts that you intend to target. For instance, you might have some companies that fall within your niche that you intend to target in, say, an ad campaign – make this an audience segment. You can upload over 300,000 company names request a recommendation of, say, 1000 companies.

Remember targeting your audience using their name is just one option – there are others. You can even come up with a more specific target list comprising contact email addresses. Note that LinkedIn will only match a prospect if the email you provide is the same one that your target audience uses for LinkedIn.

Once you have uploaded the list, LinkedIn will carry out the rest and match companies using the information you have provided. This might take a while, like 48 hours. You can begin your campaign once LinkedIn matches at least 300 members.

Define Your Targeted Audience 

LinkedIn is wired in such a way that it will pull prospects randomly all over the world. That means that you might need to narrow down, consider, and focus on specific factors, including:

• Job titles 
• Location 
• Interests 
• Job seniorities 
• Job functions 

Let’s take an example. Say you are targeting US IT decision-makers.  You will input the US under location; for job function, you will go for IT; and you can select CXO, VP, Manager, and Director in the job seniorities category.

Create Content That Will Be Effective for Lead Generation 

I know you will leave a link to your company at the bottom of your funnel, but that might not be the best option for lead generation. Well, it might work for some campaigns, but it doesn’t work all the time.

Guides, eBooks, infographics, and white papers can be effective in grabbing your audience’s attention. These are ideal for paid ads but will still work for most campaigns – they will create a good opportunity for conversion. 

Finally, you should also optimize your landing pages in such a way that you make conversions as easy as possible. For instance, you can limit the number of actions a visitor can make on your page and make the conversion path even clearer.