The New Playbook for LinkedIn Lead Generation

Does this sound familiar?

“LinkedIn has been a double-edged sword for us. While the potential to reach decision-makers is invaluable, the high costs associated with CPL and CPM often make us question the ROI of our campaigns.”

We’ve heard more and more from growth marketers that they’ve struggled to hit a lead gen groove on LinkedIn. And it’s no surprise. When LinkedIn debuted in 2008 it was a B2B marketers dream to be able to implement precise account-based marketing (ABM) strategies in a highly contextualized setting. But through the years, significant pain points of advertising on LinkedIn emerged. For one, as more companies recognized LinkedIn as a key advertising platform, competition for ad space intensified and costs escalated. Another reason? This same competition gave rise to a sea of sameness. Decision-makers were (and are) overly-saturated and this ad fatigue adversely affects engagement rates.

All of this has culminated in an urgent need for marketers to rethink their LinkedIn lead generation framework.

At Dig & Dig, we’ve developed strategic tactics to strike the right balance between expansive (broad) and expensive (targeted) outreach. The gameplan? Integrating ABM with broader LinkedIn audience strategies.

Here’s how this hybrid strategy can enhance your marketing efforts.

Precision and Scale: The Best of Both Worlds

ABM focuses on identifying and engaging high-value accounts with tailored messaging. By zeroing in on specific companies and decision-makers, you can craft campaigns that resonate deeply with your target audience. However, solely relying on this method can restrict reach. Integrating broader LinkedIn audience targeting allows you to cast a wider net, engaging professionals who fit your ideal customer profile but may not yet be on your radar. This combination ensures that you not only maintain the precision of ABM but also leverage the extensive network of LinkedIn to expand your reach and visibility.

Why does this matter? Because you’d be missing significant market opportunity to reach “out of market” future buyers.

Build Meaningful Connections

The synergy of these strategies fosters stronger relationships with potential clients. Begin by engaging a broader audience through insightful content that addresses their pain points. As individuals interact with your brand, you can retarget those showing interest with more personalized ABM campaigns. This nurturing process helps guide leads through the sales funnel, increasing your chances of conversion.

Data-Driven Insights

Another significant advantage of integrating these approaches is the wealth of insights you gain. Analyzing engagement data from both ABM and broader LinkedIn campaigns helps refine your messaging and targeting. This adaptability is vital for staying relevant in an ever-evolving digital landscape. Use the knowledge gained from broader campaigns to inform your ABM strategies, ensuring that your outreach remains impactful and timely.

Maximizing ROI

The best part? Integrating these strategies can lead to improved ROI. While ABM campaigns often require a more substantial investment, engaging with a broader audience allows you to generate leads from various sources. Balancing your budget effectively across both approaches ensures that you’re maximizing the value of every marketing dollar spent.

Ready to elevate your marketing strategy? Reach out to us at hello@diganddig.com to discover how we can help you create a new LinkedIn lead generation framework.