LinkedIn - Best Practices for Multi-Channel ABM

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Last updated: Apr 18, 2022
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This document outlines the best practices for running successful multi-channel ABM campaigns with LinkedIn and Madison Logic.

Goals of an Integrated, Multi-Channel Program

  • Increase Account Engagement 

  • Accelerate Pipeline  

  • Convert Accounts 

Account Identification

The integration with Madison Logic and LinkedIn enables you to identify and prioritize the accounts that matter the most, then sync to your LinkedIn Campaign Manager to seamlessly target and measure the same accounts across all channels.

  • Account Sources: Leverage integrations to pull accounts from your CRM/MAP, build a list from ML’s database, or share a list of target accounts.

  • Prioritization: Refine your target account list using ML Insights, a comprehensive signal of purchase intent that gives marketers the data intelligence needed to scale engagement and sales conversion from in-market accounts.

  • Journey Acceleration: Automatically refresh your target account list every month or 2 weeks using Journey Acceleration to accelerate accounts through the sales funnel.

Content

Align your messaging across each channel to provide consistent and relevant content to the right audience at your target accounts.

  • Content Syndication: Recommend running up to 4 pieces of content.

  • Display Ads: Use a variety of ad sizes (4+) to achieve optimal exposure and increase available inventory and placement options. Landing pages should be non-gated, as display programs are primarily intended for brand awareness.

  • LinkedIn: Use a variety of creatives (2-5) for maximum delivery.

LinkedIn Campaign Setup

Build your campaign in the LinkedIn platform using your Third Party Matched Audience from Madison Logic. For a step by step guide on how to target ML audiences on LinkedIn, follow the instructions here.

  • Create a New Campaign: When running a multi-channel program, a new LinkedIn campaign needs to be created as part of a holistic strategy.

  • Audience: Target the Third Party Matched Audience provided by Madison Logic to ensure your lists are always in sync.

  • Audience Expansion: Audience expansion should be disabled in order to focus your spend on your target accounts. MLP only reports on accounts in your target account list. 

  • Ad Format: You can use any ad format, however MLP currently supports reporting on impressions, clicks, likes, comments, and shares, so functions best with Sponsored Content campaigns. Creative assets should have unique names to differentiate content as there are creative preview limitations when assets have the same static image.

  • Placement: LinkedIn Audience Network should be disabled, in order to focus your spend on the LinkedIn channel.

  • Budget & Schedule: Ensure you add a start and end date to your LinkedIn campaign. This helps MLP estimate a target spend and impression volume for your LinkedIn activity.  

  • Content: Use a variety of creatives (2-5) for maximum delivery.

 

If you would like any additional information on how to implement a successful multi-channel ABM campaign with Madison Logic and LinkedIn, please review frequently asked questions or reach out to your Customer Success Manager.