1 How To Implement an ABM Strategy 2 Table of Contents Introduction: How To Implement an ABM Strategy ................................................. Chapter 1: Why You Should Embrace ABM In Your Business ................................ Chapter 2: The Difference Between Inbound Marketing and ABM—And How They Work Together ......................................................................................................... Chapter 3: How To Build an ABM Strategy ................................................................ Chapter 4: Getting Your Marketing and Sales Teams On Board With Your ABM Strategy .................................................................................................................... Chapter 5: How To Implement Your ABM Strategy To Execution: Use The Right Tools ......................................................................................................................... Chapter 6: Wrapping Things Up ................................................................................. 3 5 9 13 24 28 31 3 Marketing in a way that drives real impact for your business can be a challenge. You don’t want to spend all your time, energy, and budget chasing after leads that are never going to convert—or, if they do convert, aren’t going to drive the kind of revenue that justifies all that time, energy, and budget. It’s frustrating, it’s ineffective, and it can be a fast-track to burnout—for you and your team. Luckily, there’s a better way. If you want to drive the kind of results that can take you from zero to 100 in a single deal (and let’s be real: who doesn’t?), you need to go after the biggest fish in the pond—or, in other words, the prospects that are going to drive the highest level of results and revenue for your business. But not all marketing strategies are created equal. You can’t just expect to send a stock email or write a general blog post and close a huge deal. If you’re going to go after the highest level of potential customers, you need to serve them with the highest level marketing strategy you have in your arsenal. And that’s account-based marketing. Account-based marketing (or ABM) is an tailored, targeted, and relevant approach to marketing that can help you connect with the customers who have the most revenue potential for your business—and then show them exactly why your products or services are the solution they’ve been searching for. But if you’ve never rolled out an ABM strategy, it can be hard to know where to start. Introduction 4 What work do you have to do on the backend to prepare? How do you create an ABM strategy that’s going to leave a real mark with your high-value prospects? And once you’ve developed your strategy, how do you actually implement that strategy to move your accounts through the sales cycle—and start closing the kind of deals that can transform your business? In this ebook, you’ll learn: • The ins and outs of account-based marketing (and how it can transform your business) • How to use the one-two punch of ABM and inbound marketing to build a comprehensive (and insanely effective) marketing strategy • The step-by-step process for developing and implementing an ABM strategy • How to encourage better collaboration between sales and marketing and create your • ABM “A Team” • The tools you need to take your ABM strategy to the next level By the end of this guide, you’ll have everything you need to start targeting (and closing!) your high-value prospects through ABM—and dramatically increase your conversions and revenue in the process. Ready to get started? Let’s dive in. 4 5 Why You Should Embrace ABM in Your Business Chapter 1 6 First things first—before we jump into how to implement an ABM strategy for your business, let’s quickly cover why ABM is such an effective strategy to begin with. Account-based marketing can drive a huge number of benefits for your business, including: Better collaboration between sales and marketing Account-based marketing is truly a team effort. All successful ABM strategies require serious collaboration between sales and marketing—and, as such, implementing an ABM strategy for your business can help get your sales and marketing teams on the same page and encourage a higher level of collaboration. And while that collaboration will obviously benefit your ABM strategy, the benefit extends beyond account-based marketing; having a sales team and a marketing team that knows how to communicate, collaborate, and effectively partner on projects can make a huge impact on your ability to better grow and scale your business. Better relationships with high value accounts Account-based marketing is an extremely focused strategy; you’re positioning your products or services, to a set list of high-value accounts, in a way that shows each account the most relevant messaging and offers. This kind of focused approach shows your target account accounts that not only do you understand their business and challenges, but you value them enough to create expert Why You Should Embrace ABM in Your Business 7 marketing and sales experiences to specifically meet their needs—and that effort and focus can go a long way in building solid relationships with your highest value account prospects. More lucrative deals Again, account-based marketing is all about going after accounts that have the highest revenue potential for your business. So, when you do end up closing, renewing, or upselling one of these accounts one of those accounts, the end result can be significantly more lucrative than other types of sales or marketing. More consistent closing The speed at which account-based marketing deals close can vary. Because ABM is best suited for B2B business with long sales cycles and often involves many decision makers, it can often lead to an extremely fast close—but because closing the deal generally requires a sizable investment on the account side, the sales cycle can sometimes stretch a bit longer. But whether your deals close with lightning speed, take a slow-and-steady approach, or some combination of the two, one thing you can count on when it comes to ABM? Closing consistency. Account-based marketing, at the core, is built to drive better conversions. Not only do you have your sales and marketing teams working together to deliver the best experience for your customer, but ABM’s tailored, relevant, and thoughtful approach will show your accounts that you’re invested in providing that high level experience for the long haul—all of which makes for more consistent closing. 8 Measurable ROI Whenever you move forward with a marketing strategy, you want to know that the juice is worth the squeeze—or, in other words, that the end result is worth the time, energy, and resources you’re investing on your end to develop and implement that strategy. Luckily, account-based marketing provides measurable ROI. With the right tools and metrics, you can track the ROI for each individual account—and then use those insights to drive your future strategy, including which accounts to target and which ABM tactics are the most effective at driving sales and conversions. Bottom line? Account-based marketing has a wide variety of benefits—and can be a hugely successful and lucrative strategy that drives big huge results for your business. 8 9 The Difference Between Inbound Marketing and ABM - and How They Work Together Chapter 2 10 Clearly, account-based marketing is a solid strategy for growing and expanding your business. But before you actually start developing your ABM strategy, it’s important to understand how ABM differs from inbound marketing—and how both strategies can work together to expand your business. Let’s start with some general definitions of both marketing strategies. Account-based marketing is a targeted growth strategy where marketing and sales teams work together to create highly relevant buying experiences for a set of high-value accounts. Inbound marketing, on the other hand, is a growth strategy that focuses on attracting qualified leads (and converting those leads into customers) through high-quality content, SEO, and an unparalleled client experience from start to finish. The biggest difference between ABM and inbound marketing There are a few key differences between the two marketing strategies—with the main difference being lead potential based on the company where they work. ABM is an extremely focused approach to marketing; it’s built around focusing on a smaller group of high-value accounts—and then tailoring your marketing strategy to best serve each account. Inbound marketing is more of a foundational strategy; while inbound still requires targeted content, it casts a wider net, with content that generally appeals to a larger audience. The Difference Between Inbound Marketing and ABM - and How They Work Together 11 Another way to think about it is that inbound marketing is about capturing leads—and then, once you have the leads, you can qualify them and figure out the best way for them to convert. With ABM, you’ve already identified the highest-value accounts (or leads) available to your business—and you build your entire marketing strategy to speak specifically to each account as if they were an individual buyer. How ABM and inbound marketing work together (and drive better results across the board) Account-based marketing and inbound marketing are two marketing strategies that are both incredibly effective at growing and scaling businesses. But if you really want to put things into overdrive and maximize your growth potential, the best thing you can for your business? Deliver the one-two punch of ABM and inbound marketing together. Inbound marketing is one of the most effective marketing strategies you can pair with ABM. Think of inbound marketing as laying the foundation for a successful ABM strategy. It works something like this: • You develop an inbound marketing strategy and create content that speaks to your ideal customers. • Your ideal customers connect with that content—and as a result, your inbound marketing strategy starts generating solid, qualified leads. • Your sales and marketing team further qualify those leads and identify the accounts with the highest value potential for your business. • Sales and marketing then collaborates to develop an ABM strategy that creates a highly targeted, relevant marketing plan and customer experience for those accounts. • You build a relationship with those high-value accounts through your ABM strategy and close the deal (hooray!). • You go back to your inbound marketing strategy, generate new leads, and start the whole process over again. 12 Essentially, inbound marketing is the entry point for your business’ potential customers— and then ABM takes things to the next (highly targeted, relevant) level for the highest value accounts. Inbound marketing and ABM are also great strategies to pair together because ABM content often builds off of inbound marketing content (and vice versa)—so, by moving forward with both strategies simultaneously, you can make the best use of your team’s time and resources. (For example, you might create a targeted case study for an ABM prospect and then repurpose that content on your website to drive new leads—or you might create a more general resource article as part of your inbound marketing strategy, use it to generate leads, and then customize and tailor the article to speak more specifically to your accounts for your ABM strategy.) 13 How To Build an ABM Strategy Chapter 3 14 How To Build an ABM Strategy You know what account-based marketing is. You know it’s benefits. You know how it works with inbound marketing to grow your business. Now, let’s get to the good stuff—how to actually build an ABM strategy from the ground up. Let’s take a look at the step-by-step process for creating an account-based marketing strategy for your business: Determine if ABM is the right strategy for your company There’s no doubt that ABM is one of the most impactful and effective marketing strategies out there. But it’s also not a one-size-fits-all strategy—so, before you get started with ABM, it’s important to determine whether ABM is the right strategy for your company, your business model, and your customers. There are a number of business types that can drive serious benefits from ABM, including: Businesses with a long sales cycle If your business has a longer sales cycle, embracing account-based marketing and taking a more targeted, focused approach to your marketing efforts can yield higher returns on your time investment. Businesses with high ticket products or services If your products or services come with a steep price tag, chances are, not everyone is going to be able to afford what you’re selling—and, as such, you’ll have a smaller pool of potential customers. 15 ABM is a great strategy for businesses with products or services that require a higher investment; ABM allows you to really build the value for each individual account—and because that value speaks to each account’s specific needs and challenges, once they’re ready to make a move, the investment is far less likely to be an issue. Business with smaller market potential If you have a niche business with smaller market potential, there are only so many potential customers out there. Taking a focused approach to marketing, like ABM, can help you maximize your impact on your somewhat limited customer pool—and make sure you’re closing deals with as many of those customers as possible. Businesses that serve customers with multiple decision makers ABM takes a customized marketing approach to each individual account. But it takes things even further by personalizing marketing messaging to the different stakeholders within that account—so if you’re targeting customers with multiple decision makers, ABM can help you move all of those decision makers through the sales cycle (and to the close) in a way that speaks to them. Businesses with highly collaborative sales and marketing operations As mentioned, the success of account-based marketing rests on the ability of sales and marketing to collaborate and work together to develop, implement, and optimize the strategy. So, if your business already has highly collaborative sales and marketing teams, ABM should feel like a natural fit. The point is, before you move forward with crafting an ABM strategy? Make sure you take the time to explore ABM and determine account-based marketing is the right strategy for your goals, your business, and your customers. 16 Create a task force Once you’ve decided to move forward with creating an ABM strategy for your business, the next step in the process is assembling your ABM dream team—also known as your ABM task force. Your ABM task force is a collaborative effort between your sales and marketing teams; both teams will need to work together to bring your ABM strategy to life—including ideation, implementation, and optimization. Your task force will be responsible for everything from fleshing out your account strategy and creating ABM content to building relationships and closing deals with accounts. Basically, they’re a pretty big deal—and, as such, you want to make sure you build the strongest and most effective team possible. But how, exactly, do you do that? When building your ABM task force, there are a few best practices you’ll want to keep in mind, including: Start small When you’re getting started with ABM, the last thing you want is “too many cooks in the kitchen.” The smaller your task force, the easier it is for sales and marketing to get into a flow, figure out how to best collaborate, and get on the same page for crafting an ABM strategy. If you’re brand new to ABM, start with one person from each department—one from sales, one from marketing. Assemble your “A team” Account-based marketing is built on targeting the accounts that have the most potential value for your business—and, as such, you want the most valuable members of your team heading the strategy. When assembling your task force, make sure you’re choosing the best your sales and marketing teams have to offer. 17 As you scale, keep the team—and their accounts—balanced As you get more experienced with ABM and your strategy grows, so will your task force. But as you scale your ABM strategy, make sure that you’re keeping your task force—and your accounts—balanced. When it comes to growing your ABM strategy and task force, just remember the 1/10 ratio: Every marketer can support up to 10 salespeople, and every salesperson can support up to 10 accounts. Keeping that 1/10 ratio will ensure that you have enough manpower to support your accounts and strategy—but that your team doesn’t get overwhelmed or burnt out in the process. Identify key accounts Once you’ve got your ABM task force (or your “A team”) assembled and ready to go, the first task at hand? Identifying the high value accounts that the task force is going to be targeting with the ABM strategy. 18 There are a few different data points you can use to evaluate an account’s potential, including: • Inbound marketing interactions. Has your inbound marketing already attracted a number of high-value accounts—and, if so, how many times have they interacted with your content, visited your website, or filled out a lead generation form? • Current deals. Are there any open deals you have that you want to close faster by personalizing your marketing approach? • Historical deals. Have you closed any major deals in the past 12 months—and, if so, can you use ABM to add even more value to those accounts? • Industry heavy hitters. Are there any potential clients you’re dying to work with? Are there any potential clients in your industry that are doing big things or have particular notoriety? • Existing contacts. Are there any companies or industries where your team already has existing relationships? • Industry references. Are there any industries where you have strong client references and a track record of success—and, if so, are there any accounts within that industry you haven’t yet closed? How you qualify accounts for ABM is up to you. But the key is that the entire task force— sales and marketing—needs to be on board with the accounts you’re going to target with your strategy. Once your task force has identified the accounts you’re going to target, the next step is to Identify key stakeholders within that company—also known as the “buying committee.” Buying committee members can take many forms, from Decision Maker to Committee Member, Champion to Blocker, Influencer to End User. If you’re not sure where to start, some helpful questions to ask yourself when identifying buying committee members include: • Who are the people calling the shots for that account? • Who holds the most influence? 19 • Who are the biggest potential roadblocks in closing the deal? • Who has the power to say “yes” and make a large purchase? • Who are the people that, if convinced, can generate buy-in with the rest of the team? • Who is the person who will use your product regularly? • Who is the person who will have to implement your solution? Create buyer personas Again, the reason ABM is such an effective sales and marketing strategy is because it’s so focused. So, once you know which accounts you’re going after, you need to figure out how, exactly, you’re going to personalize your ABM strategy—and that starts with creating buyer personas. Buyer personas can help you better focus your ABM strategy by identifying the specific challenges and experiences of your accounts—and creates a blueprint that allows anyone crafting content to hit home and really speak to those challenges and experiences. Creating buyer personas may seem like a tedious step—but taking the time to think about the specific issues your accounts are struggling with (and how your product or service can help) will pay off in a big way once you move to the next stage of the process, which is... Create an account plan Buyer personas are a huge asset when it comes to actually crafting your ABM strategy. You can use buyer personas to identify which communication channels and content types are likely to land with each account (and each member of the account’s buying committee)— and use that information to create a detailed account plan. When drafting account plans, it all boils down to a few steps: Who, What, Which, and How. Let’s break each of those steps down into further detail: • Who. Who are the people you need to know for each account? Who are the key 20 members of the buying committee? Who are the other key stakeholders or decision makers? • What. What kind of content will attract and engage those members of the buying committee (and any other key stakeholders)? • Which. Which channels are going to be the most effective for delivering that content to each stakeholder? • How. How can marketing and sales work together to provide the right kind of support in each stage of the sales cycle—and move the account further towards closing the deal? If you’re targeting similar accounts, you don’t have to reinvent the wheel every time you create a new account plan. Using account details such as industry and number of employees, it’s easy to build relevant ABM experiences for more than one account at a time. The key to being relevant is by focusing on account similarities.—So, whether your strategy is a 1 to 1, 1 to few, or 1-many account approach, you need a concrete plan for the Who, What, Which, and How for each account you’re looking to convert. Attract contacts If you already have contacts at your target accounts from your inbound marketing strategy, great! You’re a step ahead of the game. But if not, the next stage of creating your ABM strategy? Attracting those contacts. The key to successfully attracting content from high-value accounts is to focus your approach as much as possible; the more relevant your approach, content, and marketing, the more those efforts will connect with your target accounts—and the more likely key stakeholders will be to engage with your business. Luckily, there are a ton of different strategies you can use to attract contacts from high- value accounts, including: • Start a conversation on social media. Figure out which social media platforms your target accounts are active on (e.g. LinkedIn)—then create a profile and look for ways to 21 start a conversation on those platforms and get on their radar (for example, joining groups they’re a part of, commenting on conversations they’re engaged in, or sharing helpful content your company has created through a direct message). • Offer incentives to drive engagement, like swag or exclusive discount codes. • Create targeted LinkedIn ad campaigns (using parameters like job title, location, skill, company, or industry/vertical) to get in front of key stakeholders. • Distribute content across relevant external channels (like industry websites, popular blogs, or magazines). • Produce a relevant podcast or video series—and invite an account buying member committee to be a guest. • Host a relevant digital event and invite representatives from target accounts. • Build custom landing pages geared towards specific needs, questions, and concerns of key accounts. • Use LinkedIn Sponsored Messaging to connect with key stakeholders • Tap your existing network for referrals. • Sponsor a booth at an industry conference or event. Like any other marketing strategy, metrics play an important role at ABM—and at this stage of the game, you’re going to want to track how successful your attempts at attracting contacts from key accounts actually are. 21 22 The metrics you’ll want to track during this stage include: • Pageviews and sessions from target accounts • Social engagement from target accounts (paid and organic) • Marketing qualified accounts Engage the buying committee Once you’ve attracted contacts at your target accounts, it’s time to start engaging those contacts, building relationships, and moving your accounts closer to closing. When it comes to building relationships with your accounts, think of it as a long game; chances are, you’re not going to send members of the buying committee a single piece of content and close the deal. Instead, you need to build trust, build value, and create the kind of unparalleled customer experience that shows them you’re a company they want to do business with. And that can take both time and effort. But it’s time and effort well spent. Because the stronger your relationship with your target accounts, the more they’re going to want to do business with you—and the more likely it is that those accounts will close. Not sure how to lay the foundation for a strong relationship (and, eventually, to close the deal)? Here are a few ideas for connecting, engaging, and building strong relationships with buying committee members and key stakeholders: • Use relevant case studies to showcase the ways your business has already solved each account’s challenges with an existing customer (social proof builds trust!) • Create relevant educational materials that highlight the value your business, products, and/or services can drive for each client • Foster one-on-one communication with key stakeholders to drive trust and familiarity • Take actions that show accounts that they’re a top priority for your business (for example, if they request a call at a specific time, make it happen—even if you have to move other things around on your calendar) 23 • Host events for and with buying committee members (both virtual and in-person) so they can get to know your business, brand, and team on a more personal level • Respect the buying committee’s time (for example, if you schedule a 30-minute meeting, keep it to 30 minutes—not 45) • Use email sequencing to keep in regular, consistent contact • If you notice an account is disengaging, send regular incentives to drive reengagement (like a discount code, a free consultation, or a free trial of your product) While there’s no concrete way to measure the strength of the relationship you’re building with your accounts, there are certainly ways to measure their level of engagement with your business (and when and how that engagement is leading to deals). The metrics you’ll want to track during the engagement stage include: • Target accounts with buyers • Number/type of buyers • Deal creation rate • Deal velocity and/or time in deal stage Close the deal You’ve connected with your accounts. You’ve built relationships with the buying committee. They’re on board, excited about the value your products or services can bring to their business, and ready to start working together. Now, all that’s left to do? Close the deal. Once you close the deal and start working with your account, you’re still going to want to track certain metrics; understanding closing metrics can inform your strategy and help you optimize your ABM metrics moving forward. The metrics you’ll want to track during and after the close include: • Close rate • Time to close • Type of deal • Initial revenue from target accounts 24 Getting Your Marketing & Sales Teams on Board with Your ABM Strategy Chapter 4 25 As mentioned, creating and implementing a successful ABM strategy is completely dependent on your sales and marketing teams being able to collaborate effectively. So, if your sales and marketing teams don’t have a ton of overlap and typically work separately, it’s hugely important to take any steps necessary to get them on the same page. But how, exactly, do you do that? How do you bring everyone together and make sure sales and marketing work like a well-oiled machine—instead of struggling to create a spirit of cohesion and collaboration between the teams? Let’s take a look at a few best practices for getting sales and marketing on the same page (and ensuring your ABM strategy is a success in the process): Clearly define expectations and responsibilities When you’re bringing together people who aren’t used to collaborating, it’s important to be crystal clear on expectations and who is responsible for what; otherwise, you leave the door open for sales stepping on marketing’s toes—or vice versa—which can lead to a less collaborative work environment (and a less successful ABM roll out). From day one, make sure you’re clearly defining expectations and responsibilities for your task force. What role do sales and marketing play in each step of the process? How do you expect both teams to work together? How should sales and marketing work it out if they have a difference of opinion on strategy? Getting Your Marketing and Sales Teams on Board with Your ABM Strategy 26 The clearer you are on expectations and responsibilities from the start, the easier it will be for your teams to tackle their tasks and work together to bring the strategy to life—and the more successful your ABM ideation and implementation will be as a result. Encourage team building between teams When you bring members from your sales and marketing teams together to work on an ABM strategy, it could be the first time they’ve directly partnered on a project. They don’t have the sense of familiarity or camaraderie that you find in more established teams. So, if you want them to collaborate like they’ve been working together forever, you need to foster that familiarity and camaraderie. Team-building exercises and events can help your sales and marketing teams get to know each other before they jump into the ABM process—and can strengthen their relationships (and ability to collaborate effectively) as they move through the process. Make sure that you schedule multiple team building exercises and events—either structured (like a workshop) or more casual (like a weekly happy hour)—during both your ABM strategy development and implementation. Schedule regular meetings to review progress Getting your sales and marketing teams to collaborate effectively isn’t a “one and done” kind of deal; instead, you’re going to continually need to touch base, see how things are going, and adjust your strategy as necessary. Make sure to schedule regular meetings with your task force to review progress, identify areas for improvement, and celebrate wins. Not only will addressing any hiccups and identifying areas for improvement this help you to continually optimize your ABM strategy and encourage better collaboration within your team, but regularly celebrating wins will help your team feel recognized and appreciated—and will keep them committed to making your ABM strategy a success. 27 Deal with any issues as they arise No matter how well your task force works together, at some point, there’s bound to be some tension or minor issues. And that’s ok! But in order to keep those minor issues from spiraling into much bigger issues, it’s important to address them—and deal with them—as soon as they arise. 27 28 How To Implement Your ABM Strategy to Execution: Use the Right Tools Chapter 5 29 Now that you know the ins and outs of creating, implementing, and optimizing your ABM strategy, let’s touch on the key element you’ll need to succeed at every stage of the process—and that’s the right tools. Everything—from figuring out which accounts to target to developing focused, relevant content to measuring your strategy’s impact—is easier and more effective when you have the right tools at your disposal. And when it comes to ABM, HubSpot and LinkedIn have the tools you need. How To Implement Your ABM Strategy to Execution: Use the Right Tools 30 HubSpot’s ABM software allows you to create highly targeted, personalized, and seamless buying experiences for your high-value accounts. With HubSpot’s ABM software and integrations with LinkedIn Pages, ads, and Sales Navigator, it’s easy to get the ball rolling with your ABM strategy and manage the entire process; from developing your strategy to implementing that strategy with your target accounts all the way through closing the deal, HubSpot’s ABM software has the tools you need to make it happen. With HubSpot’s ABM software, you can: • Use workflow templates to identify target accounts and create buyer personas to drive your strategy • Enable better collaboration between sales and marketing with a suite of shared tools • Push out relevant content to attract and connect with high-value accounts • Track and measure your results at every step of the process (and use metrics to continually optimize your strategy for the best results) HubSpot’s ABM software also offers powerful account-level targeting through our LinkedIn ads Integration. LinkedIn’s ABM solutions offer powerful targeting features that allow you to create highly relevant ads and target companies by account status, account tier, contacts, or subsets of contacts at your target accounts. Additional features (including the ABM Playbook for Sales Reps and a native integration to link your HubSpot and LinkedIn Sales Navigator Accounts) help to build stronger, more authentic connections with relationships with key stakeholders—which are essential in moving your accounts to the closing stage. And you can do it all without ever leaving the HubSpot platform. Bottom line? With HubSpot and LinkedIn’s ABM solutions, you have everything you need to develop, implement, measure, track, and optimize your ABM strategy—all from the convenience of a single platform. (And if you’re not quite sure that ABM is the right strategy for your business? No worries; you can dip your toes in the ABM waters with HubSpot’s free tools.) 31 Wrapping Things Up Chapter 6 32 We’ve covered a lot of ground—so, to wrap things up, let’s quickly review the steps you need to take to create and implement an ABM strategy for your business: • Determine if ABM is the right strategy for your company • Create a sales and marketing task force (and make sure both teams are on the same page) • Identify key accounts • Create buyer personas • Create your account plan • Attract contacts • Engage those contacts, foster strong relationships, and build value • Use metrics to optimize your strategy • Close the deal Are you ready to see for yourself how ABM can completely change the game for your business? Are you ready to start targeting—and closing—the kind of high-value accounts you need to take your business to the next level? Are you ready to empower your team with the tools they need to not only succeed with ABM, but to thrive? Then get started with HubSpot’s ABM Software and integrations with LinkedIn Page, ads, and Sales Navigator today! And check how to use LinkedIn targeting for ABM programs. Wrapping Things Up