Set Up a Cross-Channel ABM Campaign
Last updated
Last updated
You can use your CRM account lists to run targeted campaigns across LinkedIn, Meta, Google, and YouTube. This article details how to set up and launch a cross-channel ABM campaign using imported accounts and persona filters.
For results and additional setup context, refer to the guide here: ABM Use Case
Define and Sync Your Target Audience
Import Accounts: Import Tier 1 and Tier 2 target accounts into your ABM advertising platform (e.g., from CRM or CSV).
Apply Targeting: Refine your audience using filters like department, job title, and seniority (ideally 3–5 personas per account).
Select Ad Channels: Choose ad channels for your campaigns (e.g., LinkedIn, Meta, Google, YouTube).
Sync Audience: Sync your refined audience list directly to selected ad platforms. This maps company-level and persona-level data to identifiable users.
Launch and Optimize Campaigns
Configure Campaigns: Set up ad campaigns in each platform's manager, targeting the synced audiences.
Use Always-On Ads: Keep ads running continuously to build awareness across buying committees.
Cap Frequency & Refresh Creative: Limit exposure to ~3–5 impressions/week per user. Refresh creatives monthly.
Advance Accounts Through the Funnel
Increase Consideration: Continue showing ads to drive awareness and engagement before sales outreach.
Nurture Engaged Accounts: For engaged accounts (e.g., asset download), use tailored ads across channels to reinforce interest.
Expand for Active Opportunities: For active sales opportunities, broaden ad reach. Include key influencers (e.g., procurement, legal, finance) beyond primary decision-makers.
To assess ad effectiveness:
Utilize Hold-Out Groups: Implement hold-out groups in your ad campaigns. These are target audience segments not exposed to ads.
Compare Performance: Compare metrics (e.g., engagement, funnel progression) between ad-exposed and hold-out groups to quantify lift.