Learn how to build effective Account-Based Marketing campaigns using LinkedIn Ads. We'll present specific examples and step-by-step instructions on how to target your named accounts and drive qualified leads. We have spent hundreds of thousands of dollars on LinkedIn Ads during the past few years, and we have learned several lessons along the way. We will also show you how LinkedIn Ads can become an important piece of your overall ABM strategy.

1. How We Use LinkedIn Ads to
Engage With Target Accounts
Sponsored by

2. About me
Franco Caporale
Founder
Led demand generation at:
Contributed to grow ARR from less than $3M to
over $15M

3. About DemandGen Club
● Founded in 2016 in San Francisco
● 700+ members (meetup group)
● Live events
● Webinars
● Slack community (invite only)
Want to help?
info@demandgenclub.com

4. www.saasmql.com

5. Agenda
1) Why LinkedIn Ads
2) LinkedIn Ads & ABM
3) LinkedIn Ad Options
4) Building a target audience
5) Campaign segmentation, setup, & optimization
6) Nurture LinkedIn leads
7) Tracking conversions and ROI
8) Integrate LinkedIn ads into your ABM Strategy

6. Why LinkedIn Ads
● 310M users are based in the U.S.
● 6 out of 10 users look for industry
insights.
Source: LinkedIn

7. Source: Omnicore
LinkedIn is the #1 choice in B2B

8. LinkedIn Ads & ABM
● LinkedIn data is highly accurate
● You can focus on specific account/persona
● You can warm-up and engage cold accounts with
tailored content
● You can retarget initial interest or lost deals
● You can tailor your message based on
segment/industry/persona
● Must be integrated with other targeted channels

9. Ad Options
Sponsored Content Message Ads Conversation Ad
Dynamic Ad
Text Ad

10. Building a target audience
TARGET ACCOUNTS
(Tier 1, Tier 2)
ADD PERSONA
FILTERS
IMPORT
AUDIENCES
(takes 48 hours)

11. Campaign objectives
Lead Gen Vs. Website Visits
In our experience, lead gen forms perform
2.5X better than landing pages for lead
conversion.

12. Campaign segmentation & budget
Segment by objective
and audience
Determine daily budget for each
campaign
E.g. If you are allocating $3,000 per
campaign per month, that equals
$100/day.
Optimize budget allocation based
on ROI
Double down on campaigns that are
driving quality leads.

13. Campaign setup

14. Bidding
CPC vs. CPM
It depends on your
objective and
conversion rates (must
be tested)

15. 6 effective ad examples

16. Lead gen form

17. Campaign performance
- Monitor CTR, CPC & CPL.
- There are often 1 or 2 ads
that outperform the rest of
the group.
___ CONTENT LEADS
___ DEMO LEADS

18. Campaign ROI
- Track LinkedIn leads via Salesforce
campaigns
- Make sure to pass values such as
“Campaign name” and “Ad Name”
- Optimize LinkedIn program based on
bottom-of-the-funnel data

19. Automated Lead Follow-up
Hi {FirstName}
I noticed you recently read {content
name} on LinkedIn. You might be also
interested in our new article….

20. 7 final tips
1) Be realistic with the budget
2) Keep target audience between 50K and 500K
3) Watch CTR carefully (you’ll be penalized)
4) Refresh creatives often (even weekly)
5) Make your ads look as much “organic” as possible
6) Don’t stop experiments too soon
7) Don’t run the LinkedIn program in silo

21. THANK YOU!
Franco Caporale
franco@demandgenclub.com
Sponsored by