Productive.io is an all-in-one platform that helps professional services teams manage projects, resources, time, and profitability in one place. As Q3 approached, the team was looking for a solution to quickly and efficiently launch their ABM campaigns and strengthen their presence on LinkedIn. Their goal was to increase the ACV and win rate among larger accounts through LinkedIn ads. They were struggling to find a solution though that would allow them to attribute the impact of their LinkedIn ad ABM campaigns on their pipeline.
They found an easy-to-implement and affordable solution in ZenABM and within just two months of launching their first campaign, they began seeing ABM-attributed deals move into the pipeline. The team also gained valuable insights into which campaigns their target accounts were most engaged with, revealing opportunities to further refine their ICP using ZenABM’s intent data.
Read the full case study to learn how Productive uses ZenABM to run successful ABM campaigns on LinkedIn!
Initially, Productive turned to ZenABM in search of a LinkedIn attribution tool:
Our main problem was attribution. We didn’t know how to track that kind of campaign. UTM’s parameters are just not enough. And it can be really hard to attribute spend and click on that campaign to our general analytics. So we just needed to see how it works even if someone doesn’t click on our ads. We just needed to see some kind of influence on them because of the ads.
– said Bruno Gudelj, Marketing RevOps Specialist at Productive.
“ZenABM made it so much easier. And the best thing is we can track our LinkedIn ads influence on the company level.” – adds Martina Tuškan Mendaš, Performance Marketing Specialist at Productive.
Apart from attributing results, Productive’s team has also found a lot of value in ZenABM’s ABM stages:
“So far, over 40% of the companies that have moved to the consideration stage are already in active discussions with us and showing strong interest.”
– says Martina.
“The stages are incredibly helpful when I’m researching companies in the “considering” or “interested” phases and tracking which intents they’ve engaged with. The intents ZenABM provides and sends to our CRM are so valuable, we use them every week to better shape our sales outreach and create more targeted ads.”
The Productive team also notices that the majority of the companies that went into interested stage came from just one intent.
This helped them decide which intent to focus on in their second ABM campaign.
“It’s a great setup, it works exactly as it should and gives us high-quality data we can actually use.” said Martina.
ZenABM is a simple & affordable tool designed for running Account Based Marketing campaigns on LinkedIn. It de-anonymizes LinkedIn ad engagements on company level, provides account scoring (ABM campaign stages – Is the account aware? Interested? Considering?), company intent (based on ad engagements) and robust analytics (including revenue attribution, thanks to a native connection to your CRM) out of the box. ZenABM makes it easy for you to assign the most engaged companies to your BDRs, channel them into personalized email sequences based on their intent, and understand your campaign performance, and attribute revenue to your different campaigns – without any tedious revops, workflow building or custom properties required. And it costs from only $59 per month!
Productive chose ZenABM because it:
Attributes at company level, connecting ad exposure to movement through funnel stages and open pipeline—even without a click.
Fits existing stack: effortless HubSpot sync and campaign naming conventions made implementation simple.
Provides ABM “intent” views to see which campaign themes actually move target accounts down the funnel.
“It made attribution much easier… The best thing is we can track it on the company level… and actually attribute specific spend to a specific company.”
Try ZenABM for free for 37 days or book a demo to discuss how you can leverage your LinkedIn ads to drive more pipeline with higher ACV from your target accounts!
