The following is an article by guest contributor Melanie Hilliard, Senior Marketing Consultant, Clarity Quest Marketing
Launching an effective account-based marketing (ABM) campaign can seem overwhelming, especially for a small marketing team already under pressure to do more with less.
ABM is a scalable strategy for delivering relevant and personalized content to the critical stakeholders at targeted accounts.
You’re not just targeting your buyer; you’re also reaching the other people at the account who may influence your buyer.
While your marketing automation platform can go a long way in organizing your content and segmenting your audience, you still have the difficult task of getting that content in front of the right people at your target accounts.
Chances are, your brand already has a LinkedIn presence, and they already have the infrastructure already set up to support ABM – no extra work on your part! Simply target the people by job title and company whom you wish to reach.
Learn more about reaching the buyers and influencers at your top accounts using LinkedIn.
The only thing left for you to do is design creative that converts and watch your engagement metrics grow.
Our clients have seen 30-50% higher click-thru rates on ABM ads than other LinkedIn placements.
Read more about our team’s recommendations for getting started with account-based marketing on LinkedIn and see examples of creative that converts.
About Clarity Quest Marketing
Clarity Quest Marketing combines technology know-how with creativity and business acumen to provide marketing services to technology and healthcare companies across the United States. Founded in 2001, Clarity Quest services companies in the healthcare, medical device, life sciences, software, hardware, and technical professional services industries. The agency’s core areas are marketing strategy, online marketing, branding, and outsource marketing. Clarity Quest has offices in Ann Arbor, Michigan, and Groton, Connecticut. www.clarityqst.com.