As a B2B marketer, advertising through LinkedIn is a no-brainer. With over 63 million decision makers on the platform, it gives us a canvas to deliver hyper targeted messages to a highly targeted audience. Talk about making sure our account-based marketing spend generates return.
While we know LinkedIn is an effective account-based ad channel, it’s not the only ad channel where you can engage your most valuable targets. And marketers know that a multi-channel approach is the best way to ensure your message is noticed and acted-upon. That’s why today we launched our integration with LinkedIn Marketing Solutions, providing marketers a single place to easily launch, manage, and report on account-based advertising campaigns across web, Facebook, and now, LinkedIn channels.
Account-Based and All-in-One
With recent events bringing about economic uncertainty and an ongoing shift in the way we work, it's more important than ever to be vigilant about your budget and your own time. In light of these shifts, we've distilled two key benefits of being able to launch, manage, and optimize target account-related programs within a single platform:
One, needing to optimize performance and budget within and between channels.
Like so many other marketing teams, your demand gen budget has likely been temporarily reduced. This means that now more than ever, we need to shift our investments to the initiatives that are generating the highest returns without exceptions. The RollWorks and LinkedIn integration means that we can compare effectiveness across channels and easily shift spend to where we’re seeing the highest impact. Previously, this would have taken some spreadsheet export data manipulation (read, time intensive and annoying). It’s now possible to learn what’s working and make optimizations in less time than it takes to (thoroughly) wash your hands.
Two, automatically and continuously updating Target Account Lists (audiences) as accounts and contacts move in and out of priority.
Like many B2B companies, we’ve made recent, meaningful shifts to our Target Account List (TAL) to make sure our TAL truly consists of accounts with the “highest propensity to buy”. This meant that we first reviewed our TAL to eliminate any businesses that have been disproportionately impacted by recent events (such as certain geos and specific verticals). Next, we combined intent and engagement signals with account fit scoring to identify a new set of Tier 1 accounts.
The result is a list of our “lowest hanging fruit” (i.e. the accounts that get the most money and resources spent on them right now). Thanks to the latest LinkedIn integration, our new TAL is synced within our systems of record, which means no download (from CSM) upload to keep audiences fresh and accurately representing high priority targets.
Leading the Way Toward a Smarter 2020
As we continue to pivot our internal marketing tactics to bring the power of our products to B2B marketers, that means bringing them the integrations and partnerships that will make their jobs easier day in and day out. As a demand gen marketer, the value of saving time and feeling confident in your investments is paramount to confidently building pipeline and contributing to the livelihood of your business. With the newest LinkedIn integration, RollWorks can now unleash each marketer's account-based potential and set them up for the success they'll need to stand out in 2020. Keep your eyes peeled as we continue to bring you best practices to deliver value and run best-in-class ABM programs.
Want to see the integration for yourself? Feel free to set up time with our team to get a quick tour.
About the AuthorMore Content by Jodi Cerretani, Sr. Director of Demand Gen