If you’re dead set on using ABM, then LinkedIn is your best bet, but you need to know how to use it correctly.
I’ve tested hundreds of campaigns across multiple industries over the years.
Came to the conclusion that most companies have no idea what they’re doing.
They end up wasting thousands on ads with nothing to show for it.
Demand Gen and Account Based Marketing
Demand Gen is all about authority, not just plain cold outreach.
Account-Based Marketing precision-targets highly valuable accounts.
Most marketers choose one or the other but smart ones use both.
LinkedIn Beats All Other Platforms for ABM Any Day
LinkedIn’s filtering capabilities remain unmatched.
These filters are extensive and pretty much go as deep as they can.
LinkedIn users generally love to put every little detail about them onto their profiles.
You can use this to your advantage and target only those you deem fit.
Job title, seniority level, function, company size, geographic location…
This solves the biggest ABM problem – data that goes stale faster than milk in summer.
What Can Help Convert?
Use Extremely Specific Retargeting
Here’s where most marketers drop the ball.
Instead of throwing your ABM targets into your general re-targeting pool, make a specific list just for them.
Set up retargeting for people who:
- Visited your website
- Engaged with your company page
- Interacted with specific ads
- AND belong to your target accounts
Correct Budget Allocation
I see this mistake constantly – throwing huge budgets at tiny ABM lists.
Your budget needs to match your list size. You can’t be spending the same when targeting 25-50 people and when targeting 1,000+ people:
- 40% to your core ABM list
- 40% to broader criteria-based audiences
- 20% to specialized retargeting
Trust-Building Content Instead of Sales Pitches
Your ABM ads need to scream expertise, not desperation.
Forget product demos and feature lists. Nobody cares.
What works? Content that establishes you as the authority:
- Case studies with actual results
- Industry insights nobody else is talking about
- Counterintuitive takes backed by data
A client switched from feature-focused ads to expertise-based content. Engagement jumped 318% overnight.
Audience Tuning For Maximum Impact
The magic happens after your campaigns are running.
Pay attention to which companies engage most with your ads. Add more similar companies to your ABM list.
Spot the low-engagement accounts sucking up your budget? Remove them without mercy.
This continuous refinement multiplies your ROI over time.
The Bottom Line
LinkedIn Ads for ABM isn’t about blasting your message to everyone with a job title.
It’s about precision, authority, and strategic allocation of resources.
Get this right, and you’ll generate demand among exactly the right accounts while your competitors waste money showing ads to people who will never buy.
That’s not just smart marketing. It’s the difference between campaigns that drain budgets and campaigns that drive revenue.
