Our software development client needed to generate new leads with an incredibly specific target market, but a very small budget. We were limited to only using LinkedIn: which usually recommends an audience of at least 10,0000 people, or 100 companies, for a standard Account Based Marketing Campaign in order to get an average 5% conversion rate. Therefore, we didn’t have the budget to adequately square up against LinkedIn’s Reach and Conversion benchmarks.

On top of this challenge, there weren’t many ABM tools available at the time. So, in our maverick fashion, we flipped the strategy as the ABM case study shows. We targeted a niche audience of 300-1100 people, and created highly specific sets of content based on job roles and the 12 identified companies. Using a beta version of LinkedIn’s ABM tools, we created an entire hub of content that worked on a variety of ad formats, many variations for testing, and a very low frequency per ad.

From the leads generated through our highly targeted approach, 60% were qualified and a further 25% went on to convert – 5 times the average conversion rate benchmarked by LinkedIn for this type of campaign.