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Typical project · B2B SaaS

More pipeline from a list of well-matched accounts

A target account list enriched with buying signals, tiered LinkedIn Ads campaigns and real-time alerts for the sales team of a people management software company.

ServicesAudiences and ABM · LinkedIn Ads · GTM Engineering
Typical duration3-4 months
MarketSpain
Goals
  • Concentrate spend on well-matched accounts
  • Prioritise accounts showing buying intent
  • Align marketing and sales around a single list
  • Measure pipeline by account
Starting point

An audience that was far too broad

LinkedIn Ads campaigns are commonly targeted by job title and company size. Reach is wide, but much of the spend goes to companies that are a poor fit: too small, in sectors with no need for the product, or tied into multi-year contracts with a competitor.

Marketing and sales often work from different lists, and the sales team cannot see which accounts are engaging with the campaigns.

Approach

How we do it

  • 01Ideal customer profile

    Analysis of won and lost opportunities to define sector, size, growth and technology.

  • 02List and signals

    Enriched accounts across three tiers, with signals for hiring, funding and software changes.

  • 03Campaigns by tier

    Messaging by sector and use case, document ads and conversation ads for strategic accounts.

  • 04Sales alerts

    CRM alerts when a target account engages or shows a new buying signal.

What changes

What changes in a project like this

  • Spend goes to the accounts that actually fit the product.
  • Marketing and sales work from the same list.
  • Reps know which account is moving and call at the right moment.
  • Pipeline is measured by account, not by clicks.
Process

Project phases

  1. Weeks 1–2

    Ideal customer

    Opportunity analysis and criteria agreed with sales.

  2. Weeks 2–4

    List and tiers

    Building, enriching and validating the account list.

  3. Weeks 4–6

    Activation

    Tiered LinkedIn Ads campaigns and CRM sync.

  4. Ongoing

    Signals and refinement

    Monthly list updates and reassignment of accounts between tiers.

Services applied

Disciplines in this project

Audiences and ABM Paid Ads GTM Engineering
Assessment

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