Effective ABM with Google Ads, SalesViewer® and LinkedIn

Effective ABM with Google Ads, SalesViewer® and LinkedIn

Account-Based Marketing (ABM) is a strategy for B2B companies that aims to acquire and retain selected key accounts with a precise, personalized approach. Unlike broader marketing tactics that generate a large number of leads, ABM focuses on directly targeting pre-identified key accounts. Through the clever use of Google Ads, potential needs of these target accounts can be captured in the first step, as users express their interest by clicking on specific ads. SalesViewer® plays a crucial role in this by deciphering the companies behind the website visitors. LinkedIn then enables a targeted approach and promotion of the buying center within these companies.

This guide shows you how to seamlessly integrate all the tools into your ABM strategy and use them effectively.

1. Development of the Ideal Customer Profile (ICP) and campaign basis

The foundation of a successful ABM strategy is the development of an Ideal Customer Profile (ICP). Through thorough market research and data analysis, you identify the characteristics and needs of your ideal customers. This process includes segmentation and targeting to identify those market segments that offer the most value to your business. By breaking the results down to the keyword level, you create a solid foundation for your campaigns that allows you to target these key segments.

2. Use CPCs in the upper funnel at a lower price

An effective way to fill your upper funnel with potential target prospects is to find favorable cost-per-clicks (CPCs) in the long tail. Using tools such as the Google Keyword Planner, you can create a base audience keyword set that includes specific but less competitive keywords, e.g. “CRM for tax advisors”. Use insights from ICP development and campaign mapping to create engaging and curiosity-driven ads that appeal to a broad audience at relatively low CPCs.

3. Decoding website visitors with SalesViewer®

A key benefit of SalesViewer® is its ability to decode website visitors into businesses. Even if your overall conversion rate is 2%, this means that 98% of visitors will bounce without taking action. SalesViewer® allows you to identify which companies have clicked on your ads and visited your website. Using ICP characteristics, you can score these companies and track their user journey to gain deeper insights into their interests. By creating an intent profile, you can better understand what these accounts are really looking for.

4. Create personalized ad creatives based on account intent

Based on the company and intent insights gained, you can develop ad creatives that are perfectly tailored to the account. By using messages and content that address the specific needs and interests of the accounts, you increase the relevance and effectiveness of your advertising measures. By creating at least four different ad designs per ad group, you enable an effective test phase to optimize the budget allocation and scaling of your campaigns.

5. Buying center placement of your message on LinkedIn

The final phase involves targeting the entire buying center of your accounts via LinkedIn. By creating an account list based on the companies decoded by SalesViewer®, you can define a specific target group on LinkedIn. Detailed instructions can be found here.

Add department and job level information from your ICP setup to this list to reach the entire buying center. Test your ads for click-through rate (CTR) and conversion rate to scale the most effective ads and reduce less successful ones.

Summary

The combination of SalesViewer®, Google Ads and LinkedIn offers a comprehensive range of tools for an effective ABM strategy. By precisely defining your Ideal Customer Profile, identifying needs via Google Ads and then targeting the buying center via LinkedIn, this combination allows you to target selected key accounts in a personalized and effective way. This strategic approach allows you to precisely target your marketing and sales to the accounts that promise the greatest value for your business.