Hi! This is Moby.

I consulted on LinkedIn ads strategy for a company that was acquired for $1.5B.

I want to share what I learned.

In this email, what you can expect to see:

Enjoy!

P.S. If this is useful to you, consider forwarding it to someone who might find this helpful.

I wish I could say I was responsible for driving that $1.5B acquisition. I was not.

But I was responsible for reconfiguring their $700k/year LinkedIn ads budget, and learned that multi-channel marketing in a staged ABM approach is how you win.

What that means:

Running ads + sending email marketing + running 1:1 sales outbound to the same target account list segmented across engagement stages will get you maximum lead generation.

Most companies execute fragmented lead generation, even when doing ABM:

Visualized ↓

They have a few things they’re doing, and they’re peppering their target account list with different channels.

For example, an ABM strategy might be executing the following:

It works, and everyone is happy because you’re getting leads.

But retargeting is fragmented.
Sales outreach is done to everyone - it’s spray and pray.
You don’t have visibility into what accounts are engaged or not.
Someone engaging via LinkedIn isn’t being shown more BOF content over ads.

It could be better.

When I worked with the company on their $700k/year LinkedIn ads strategy, I quickly learned they did things differently.

They orchestrated their marketing by knowing which companies fell into different stages of engagement, and sent customized marketing to the account based on the stage they were in.

Visualized↓

How to think about it:

Even if an account engages with you on channel 1 and ignores channel 2 and channel 3, you still retarget them with channel 1 AND channel 2 AND channel 3.

What that looks like ↓

I’m either directly building or consulting on multi-channel approaches right now, and want to share with you examples.

With LinkedIn Ads, you can see top companies engaged with a campaign through Professional Demographics:

On an account level (across all campaigns), you can get an entire list of companies that you're targeting and see engagement that way.

You can also see engagement across both LinkedIn paid AND LinkedIn organic if you use the filters:

Most CRMs also have an option to see accounts based on engagement:

If all of this sounds complicated, it definitely can be.

But.

You don't have to plan ABM for months and months in order to execute it, and then wait months and months for it to work.

Here’s 3 multi-channel quick wins you can execute:

1️⃣ If you're running LinkedIn ads 👇

2️⃣ If you're running email marketing 👇

3️⃣ If you're doing organic LinkedIn 👇

If you're reading this and thinking "I need help with this stuff," here's what I do:

👉 Run paid ads programs for B2B companies (LinkedIn, Meta, the works)

👉 Advise B2B companies on where to spend their marketing dollars (and where NOT to)

👉 Help you figure out what platforms actually make sense for your price point and audience

I only work with 6-7 clients at a time. If that’s of interest to you, let me know.

The thing that stuck out to me the most was Wendy Covey sharing survey results from 200+ marketers.

Survey Question: What’s keeping you up most at night?
Most Common Answer: AI 💀💀

Alberta Tech has this fun video sharing the story of Anthropic’s published report on letting AI run a vending machine business, and how it got tricked multiple times into giving away free stuff. It’s not an anti-AI video by any means, but just a fun story of humans interacting with AI with the express purpose of tricking it. Worth a watch.

lol