ABM Campaigns group your LinkedIn Campaigns and Ad Sets into one object, so you can read the analytics for a whole motion in one place.
The common use case: different target account lists
Running several LinkedIn Campaigns at the same Audience makes the data almost impossible to read. With ABM Campaigns you tag which Campaigns belong to which motion. Common ways to split them:
- By objective: colder and warmer layers
- By region: US Campaigns separate from the UK Campaigns
- Separate funnels and history: how far a Company went in each of your motions
The upsides of using ABM Campaigns
Separate analytics per motion
Each motion gets its own spend, engagement, stage breakdown and influenced revenue, instead of everything averaging together.
Scoped to a time range
Add a start and end date, and the analytics count only that window. A Q3 play stays a Q3 play and leaves your overall data alone.
Comparable
Once the motions are separate, you can tell which one is working.
How to set one up
Create the campaign
Give it a clear name and set the start date. ZenABM calculates influence from that date and discards interactions that happened before it.
Select LinkedIn campaigns and ad sets
One ABM Campaign can hold many campaigns or ad sets. Pipeline influence, revenue attribution and Company journeys then count only the interactions from this subset.
Set the number of target accounts (optional)
Your own estimate of how many Companies this motion should reach.
Watch it work
Come back to the overview for live metrics, monthly spend, the stage breakdown and the deals tied to your accounts.
What each ABM Campaign shows you
Companies
The Companies that engaged with this ABM Campaign, and how engaged they are.
Stage breakdown
How many accounts sit in each of your ABM stages right now for this ABM Campaign.
Influenced revenue
The pipeline and revenue this program influenced.
Deals
CRM deals connected to the Companies in this ABM Campaign.
Best practices
- Split anything you'd compare. Regions, verticals and competitor plays are the usual suspects. If two groups deserve separate verdicts, give them separate ABM Campaigns.
- Create one per distinct motion. Use an ABM Campaign when you want to read the results of one part of your LinkedIn Ads without the rest of your programs mixed in.
- Use the dates. They keep old data out of the analytics.
Frequently asked questions
How do I control which Companies enter an ABM Campaign?
Companies enter through the LinkedIn Campaigns and Ad Sets you added to the ABM Campaign. When a Company engages with one of them after the start date, ZenABM adds that Company for you.
You cannot assign or remove a Company for ABM Campaign manually.
What is the "Number of Target Accounts" field for?
You type in how many Companies you expect this ABM Campaign to reach. It is your own target.
The number changes nothing about the ABM Campaign. Targeting, delivery, budget and Company membership all ignore it. It gives your reported reach a point of comparison. It will move into the upcoming Target Management feature, where you will be able to track your target against the actual reach.
The number of ABM Campaigns you can run depends on your plan. If you hit the limit, finish or archive a completed program, or upgrade for more.
