"One of the ways in which LinkedIn is resolving the challenge is by deploying tools that support account-based marketing (ABM) and making it a focused growth strategy integral to B2B marketing. Fundamentally, ABM is an effort at creating and sustaining relationships with key accounts. Many marketers are already convinced of its importance, as LinkedIn found 87% of marketers who measured ROI said ABM outperforms all other marketing investments."
"Owing to LinkedIn's proven track record as the most trusted digital platform, it is being increasingly picked by many marketers as the foundation of their ABM strategy. To help marketers navigate their challenges LinkedIn has worked on solutions around the ABM strategy and created a robust ecosystem of marketing partners across audience data, campaign management and measurement. The framework in the report works as a robust guide to enable more marketers in reaping the benefits of ABM on the path to success."
Sales and marketing misalignment hinders B2B performance, and LinkedIn deploys tools and partner ecosystems to make account-based marketing (ABM) a core B2B growth strategy. ABM focuses on creating and sustaining relationships with key accounts, driving outcomes from demand generation to account nurturing, pipeline acceleration, and account penetration. LinkedIn reports that 87% of marketers who measured ROI find ABM outperforms other investments. LinkedIn leverages its trusted platform, audience data, campaign management, and measurement partners to enable ABM. A practical framework outlines steps and objectives to generate awareness, engage stakeholders, increase pipeline velocity, and deepen account usage.
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