How to use LinkedIn as Account Based Marketing tool? Guest: Andrei Zinkevich
July 27, 2021
Andrei Zinkevich. Author, Co-founder and senior B2B Marketing consultant at fullfunnel.io shared some brilliant insights on sales, Marketing and LinkedIn.
On this episode, Andrei shared some brilliant insights on: 1. Account-based marketing and its key elements 2. LinkedIn as ABM tool 3. Obsession with product and scalability (not always in the right way)
Andrei Zinkevich. Author, Co-founder and senior B2B Marketing consultant at fullfunnel.io shared some brilliant insights on sales, Marketing and LinkedIn.
LinkedIn:
- ‘’Why should I choose LinkedIn for B2B Marketing?’’ It’s the usual question, but there is something wrong with it. In fact, the right question is “What platform/channels should I choose?” You should choose the platform that matches the specifics of your company and business.
But… - Although LinkedIn is not a silver bullet, it provides great opportunities for ABM
- Companies not buy from companies. Its people buy from people. That’s the power of LinkedIn.
Account-based marketing
- ABM is marketing to specific companies.
- Key elements of ABM are; narrow positioning and clear ideal customer profile.
- Ideal customer profile needs to be segmented. Have a separate type of approach to specific segments. Divide your clients by revenue potential.
Two obsessions:
- Obsession with product: ‘’Our product is the best, so all we need is to open our shop and wait for tons of customers” — wrong. You need to prove the value of your product to the market.
- Obsession with scalability: ‘’Let's invest all in automatization and spray our message to millions of people” — that won’t do. Automation and AI will not replace trusted salesperson. Social proof is still the king.
Andrei's LinkedIn profile https://www.linkedin.com/in/azinkevich/
FullFunnel website: https://fullfunnel.io/