Productive.io is an end-to-end platform used by professional services teams to run projects, resources, time, and profitability in one place. As Q3 approached, they were looking for a tool that would help them get their ABM campaigns off the ground quickly – and expand beyond paid search. 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 tool in ZenABM – and not only saw first ABM-attributed deals moving into pipeline in just 2 months of launching their first campaign. They also discovered which campaigns their target accounts were most interested in – and they should narrow down their ICP based on ZenABM’s intent data.
Read the full case study to learn how Productive uses ZenABM to run successful ABM campaigns on LinkedIn!
Solving the LinkedIn attribution problem with ZenABM
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, Growth Marketing Manager 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, Senior Performance Marketing Specialist at Productive.
ABM stages correlate with buying intent
Apart from attributing results, Productive’s team has also found a lot of value in ZenABM’s ABM stages:
Out of these 12 companies that have so far moved to the considering stage, we are already talking with five and they are interested.
– says Martina.
The stages really help when I’m researching the companies that are in the “considering” stage, or that moved into the “interested” stage and watching what intents they have engaged with. So the intents that ZenABM provides are really useful and I use them on weekly basis.
How ZenABM’s “intents” helped narrow down Productive’s ICP
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 cool setup… it works like it should.” said Martina.
Why ZenABM?
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:
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Attributes at company level, connecting ad exposure to movement through funnel stages and open pipeline—even without a click.
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Fits existing stack: effortless HubSpot sync and campaign naming conventions made implementation simple.
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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.”
Ready to explore ZenABM for your ABM campaigns on LinkedIn?
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!
