LinkedIn Ad Objectives for ABM

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kendallmason_smartly
kendallmason_smartly Posts: 27 ✭✭✭✭
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I've been facing a recent challenge of determining the right ad objective for LinkedIn whet it comes to ABM programs. What ad objective(s) have you experienced the most success with?

  • Brand awareness
  • Website visits
  • Lead Generation
  • other?

Our paid media expert is pushing for lead generation as this objective has typically performed best for us. But while our campaign has an eBook offer, I am leaning towards brand awareness or web visits, as my ultimate goal is for people from the target account list to reach our landing page and engage with the other content on the page including case studies and customer quotes. eBook downloads are not the ultimate goal of the campaign, more of a nice-to-have. But I'm not a LinkedIn expert, so not sure the best way to go here!

Any thoughts are welcome!

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  • Kimberly Conklin
    Kimberly Conklin Posts: 474 6senser

    @kendallmason_smartly Hi! Thanks for posting - tagging @Adam Kaiser for vis

  • Heather Foeh
    Heather Foeh Posts: 113 6senser

    @Josh White any thoughts here?

  • Josh White
    Josh White Posts: 8 ✭✭✭

    When we’ve run LinkedIn campaigns using 6Sense intent segments, we’ve primarily focused on conversion. It's where we've had the most success. However, we like to split our intent segment up into Top and Middle/Bottom funnel groups. TOFU accounts are served ads with a brand awareness focus to them, driving them to a landing page with custom-curated content for them to consume (similar to what you mentioned). If LinkedIn ads are too expensive, we’ve found good success using the 6Sense display network for these awareness campaigns to TOFU accounts.

    Those accounts that are in the MOFU/BOFU stage are served LinkedIn ads with a stronger focus on conversion – driving them to landing pages with a focus on scheduling a demo, filling out a form for a high-value eBook, and providing more “proof point” assets like case studies and success stories. As a nice low budget way to retarget those individuals that engage with these MOFU/BOFU ads, we again use 6Sense display network ads that have a stronger CTA of scheduling a demo.

    Ultimately, even if folks are not consuming the content, making them aware of who we are and how we can help them overcome the pain points that keep them up at night is top of mind. If we can eventually move the account to become a 6QA, our sales team is then able to do their thing and hopefully convert them into an opportunity. Hope this helps!

  • Courtney Smith
    Courtney Smith Posts: 26 6senser
    edited March 2024

    hi @kendallmason_smartly! I think you have to set a business objective from the lens of an account-based perspective first (don't start with the campaign based objective). What are you trying to accomplish with your set of accounts? Then you build your 6sense segment and let that audience + your account-based objective guide you in terms of your LI campaign objective.

    We use lead-gen as the objective for the high-intent (BOF) portion of our always-on keyword campaigns, account re-targeting campaigns, and competitive takeout campaigns to name a few.

    If you haven't already seen it - check-out this e-book. It has 9 "recipes" or example LinkedIn campaigns that walk through that business objective, 6sense segment, LI objective, ad type, and best types of content to use.

    @Josh White actually has a campaign example in there as well! Hope this is additional food for though 🤓

  • Eric Wittlake
    Eric Wittlake Posts: 9 6senser

    @kendallmason_smartly Based on the way you described your goal, I'd use website visits. Brand awareness is going to be better suited for reach and engagement with your LinkedIn posts, not necessarily with content on your site.

    One exception is if you are supporting open opportunities or providing air cover for prospecting. In that case reach and coverage may be more important and push you over to LinkedIn's brand awareness objective.

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭
    edited March 2024

    Piggybacking off of Eric's recommendation, if you build your audience off of an imported 6sense segment you can get some additional engagement metrics back in 6sense that could help sell your decision to people who may not understand the value of ad campaigns beyond name harvesting lead generation.

    Edit: By that I mean, "We had 50 website visits" vs. "Of the 481 accounts we reached, we have 20 newly engaged accounts and 29 accounts with increased engagement averaging nearly 4x."

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