200% Growth in High-Value B2B Leads Through LinkedIn ABM
Transforming a broad, ineffective content strategy into a laser-focused Account-Based Marketing engine targeting Fortune 500 decision-makers.
The B2B Bottleneck: Low Quality, High Cost
The client was generating leads, but nearly all were unqualified, draining resources and frustrating the sales team.
Poor Lead Qualification
Leads were mostly students or small business owners, not enterprise procurement managers.
Over-Reliance on Organic
Content was too general, attracting research traffic but failing to capture high-value buyer intent.
Marketing/Sales Disconnect
No shared definition of an MQL (Marketing Qualified Lead) or target account list.
The ABM Solution: Precision Targeting for Enterprise Deals
Yosh Marcom aligned marketing to sales goals by implementing a three-tiered ABM framework focused on LinkedIn’s granular targeting capabilities.
Phase 1: Defining Tier 1 Target Accounts
- Ideal Customer Profile (ICP) Workshop: Collaborated with sales to define the top 50 high-potential accounts (by revenue and industry).
- LinkedIn Custom Audience Upload: Directly uploaded the 50 target accounts and associated job titles (VPs of Operations, Procurement Heads) for exclusive targeting.
- Tiered Approach: Categorized accounts into Tier 1 (1:1 ABM), Tier 2 (1:Few), and Tier 3 (1:Many) for scalable effort.
Data-Driven Results: Quality Over Quantity
The shift to ABM drove down CPL for *qualified* leads and dramatically increased the number of Sales Qualified Leads (SQLs).