B2B Marketing Strategies Blog

How to Build a LinkedIn ABM Target Account List That Actually Converts for B2B Tech Companies

nafonso@gameplanmarketing.ca (Nicole Afonso) — Mon, 01 Jun 2026 15:37:55 GMT

Why Your LinkedIn ABM Target Account List Is the Single Biggest Lever for B2B Tech Marketing

For B2B tech companies, whether you're a SaaS vendor, MSP, VAR, or IT solution provider, the single biggest lever in LinkedIn advertising isn't your budget, your ad creative, or even your offer. It's your target account list.

In tech sales, where average deal sizes are high, buying cycles are long, and committees are large, reaching the wrong people doesn't just waste budget. It actively slows your pipeline.

And yet most tech marketing teams treat LinkedIn targeting as an afterthought, defaulting to broad job title filters like "IT Manager" or "Director of Technology" and hoping the algorithm does the heavy lifting. (Spoiler alert: It won't.)

As we covered in our guide to win on LinkedIn, manual ABM targeting consistently outperforms predictive AI audiences on LinkedIn. It's a structural reality built around one key insight: in B2B tech, you already know which companies you want. A curated ABM list tells LinkedIn exactly who to reach. The difference in results is significant.

According to LinkedIn, 91% of ABM marketers report their target accounts generate larger deal sizes, with a quarter seeing deal sizes at least 50% larger than non-ABM accounts.

Why LinkedIn Is the Right ABM Platform for Tech Companies

LinkedIn's first-party professional data is what sets it apart from every other ad platform, and it's particularly powerful for B2B tech. You can target by job title (CIO, VP of IT, Director of Digital Transformation), seniority, company size, industry vertical, and even specific skills like "cloud infrastructure" or "cybersecurity." For tech vendors selling into enterprise IT departments or mid-market operations teams, that specificity is unmatched.

According to LinkedIn, 6 in 10 senior B2B leaders report marketing budgets have increased, and LinkedIn remains the dominant channel for that spend. For tech companies with complex, considered purchases, and long evaluation cycles, the ability to stay visible to the right buying committee members over months matters more than any single campaign.

Start With Your ICP, Not LinkedIn's Filters

The most common ABM mistake tech companies make is opening LinkedIn Campaign Manager and immediately applying job title filters. Rather than working backwards, before even touching the platform, you need a clear Ideal Customer Profile built from your existing customer base, not LinkedIn's categories.

Look at your best-fit tech customers: the ones who closed fastest, renew reliably, expand their contracts, and get real ROI from your solution. What do they have in common? In tech sales, the patterns that matter most are firmographic (industry vertical, company size, revenue, growth stage), role-based (was it the CTO who championed the deal, or the VP of Operations?), and technology stack (were they already on Microsoft Azure? Running a hybrid environment? Using a competitor's platform you displace?).

Those tech-stack signals are often the most powerful filter you can bring into your list. A SaaS company targeting mid-market manufacturing firms running SAP has a completely different ICP than one targeting financial services firms on Salesforce. Avoid having LinkedIn flatten that nuance into a generic "IT Decision-Maker" audience. Enrich your target company list with emails, LinkedIn profile URLs, and domains. The more data you bring in, the higher your Matched Audience match rate.

The Three-Tier Account Targeting Model for B2B Tech ABM

Not all target accounts deserve the same budget or attention. A tiered model, widely adopted across B2B ABM programs, ensures you're concentrating creative efforts and spend where deal potential is highest.

Tier 1: High Annual Contract Value (ACV) Dream Accounts

Enterprise or mid-market tech accounts where sales already has a contact or intent signals are present (job postings for roles your solution fills, recent funding, tech stack changes). Aim for near-total impression share across the full buying committee: CTO, IT Director, and Finance lead.

Tier 2: Strong-Fit, Low-Signal Accounts

Companies that match your ICP precisely, right size, right vertical, right tech stack, but no active buying signals yet. Run consistent thought leadership and customer success content to build familiarity before sales reaches out. A warm brand impression dramatically increases cold outreach response rates in tech sales.

Tier 3: Broad ICP Prospects

Companies in the right industry and size range but not yet validated as genuine fits. Use this tier for scale: sponsored content that surfaces buying intent signals (content downloads, profile visits, page engagement) so you can promote the best accounts up to Tier 2.

Why LinkedIn ABM Spend Doesn’t Reach Most Target Accounts

Even with a well-built tech account list, LinkedIn's algorithm can quietly work against you. By default, it optimises for engagement, which sounds good, until you realise it means the three or four most active people at your most engaged account are consuming a disproportionate share of your budget, while 80% of your target list never sees your ads.

For tech companies with long sales cycles, this is a serious problem. You need the CFO, the IT Director, and the VP of Operations at a target account to all recognise your brand before the evaluation conversation starts, not just the one digital-native marketing contact who clicks everything.

The fix is account-level impression capping, setting a maximum number of impressions per company so budget spreads evenly across your full target list.

Key takeaway: Impression capping is one of the most impactful, and most overlooked, settings in LinkedIn Campaign Manager. Set it before your campaign goes live, not after you've burned through half your budget.

How to Build Your LinkedIn ABM Target Account List: Step-by-Step Framework

Step 1: Pull Your Best-Fit Existing Tech Customers

Pull your best-fit existing tech customers from your CRM. Identify the 20–30 accounts with the highest LTV, fastest close time, or strongest product adoption. These are your ICP proof points.

Step 2: Extract the Patterns

Extract the patterns: industry vertical (e.g. financial services, manufacturing, healthcare IT), company size, revenue range, and critically, the job titles of the people who actually championed the deal. In tech sales this is often a combination of an IT leader and a business unit leader.

Step 3: Add Tech Stack Signals

Add tech stack signals: if your solution integrates with or displaces a specific platform, use LinkedIn Sales Navigator's Technology filter or intent data to find companies using that stack. This is a B2B tech superpower that most teams underuse.

Step 4: Build Your Target List in ZoomInfo

Build your target list in ZoomInfo with filters for industry, headcount growth, and hiring trends (a company posting five IT roles is a company investing in tech infrastructure). Use Boolean Search to find specific buying committee members within those accounts.

Step 5: Enrich Your List

Enrich your list with emails, LinkedIn profile URLs, and company domains to maximise match rates when uploading to Campaign Manager. The richer the data, the tighter the audience.

Step 6: Tier Your Accounts

Tier your accounts based on deal potential and relationship warmth. Tier 1 gets the most budget and creative attention; Tier 3 gets awareness content at scale.

Step 7: Upload to LinkedIn Matched Audiences

Upload to LinkedIn Matched Audiences and layer on seniority and job function filters: target IT, Operations, and Finance personas together, not just the one title on your persona document.

Step 8: Set Account-Level Impression Caps

Set account-level impression caps before launch to ensure even distribution across your full account list: don't let LinkedIn concentrate all your spend on the most active contacts.

Align With Sales Before You Launch Your LinkedIn ABM Campaign

The most effective LinkedIn ABM programs aren't run by marketing in isolation. According to HubSpot, 79% of marketing leads never convert to sales, with poor lead qualification and sales-marketing misalignment being primary causes. When sales and marketing build the target account list together from a shared ICP, marketing generates familiarity and sales closes relationships.

Before your first campaign goes live, your sales team should have reviewed and signed off on the target account list. They'll flag accounts that are cold, already in active deals, or genuinely poor fits, before you spend a dollar reaching them.

When sales and marketing are building the same list from the same ICP, marketing generates the familiarity and sales closes the relationship. That coordination is the actual engine behind high-performing ABM.

Key insight: The goal of LinkedIn ABM isn't to reach everyone who might be interested. It's to be unmissable to the exact 50–200 accounts that can actually change your business.

What to Monitor Once Your LinkedIn ABM Campaign Is Live

Account Penetration Rate

Are you reaching the majority of your target list, or just a concentrated few? For tech ABM, aim for 70%+ of accounts seeing at least one impression per week.

Impression Share by Account Tier

Your Tier 1 enterprise accounts should be seeing significantly more impressions than Tier 3 prospect accounts; check this weekly and adjust bids accordingly.

Engagement by Account

LinkedIn's Companies Hub in Campaign Manager shows account-level engagement; flag any target account engaging heavily so your sales team can prioritise outreach.

Pipeline Influence

Connect your LinkedIn campaign data to your CRM to track whether target accounts are entering discovery conversations, requesting demos, or moving into evaluation stages.

Ad Frequency and Fatigue

In tech ABM, creative fatigue typically sets in at 4–6 weeks; build a refresh calendar before launch so you're never caught reacting to dropping performance.

Frequently Asked Questions:

How many accounts should be on my LinkedIn ABM target list?

For focused ABM, start with 50-200 Tier 1 accounts that match your ICP precisely. You can expand to 500-1,000 total accounts across all three tiers, but concentrate 60-70% of your budget on Tier 1 high-value accounts where deal potential is highest.

Should I use LinkedIn's predictive audiences or manual targeting for B2B tech ABM?

Manual ABM targeting consistently outperforms LinkedIn's predictive AI audiences for B2B tech because you already know which companies you want to reach. Curated account lists based on your ICP give you precision that algorithmic targeting cannot match.

How often should I refresh my LinkedIn ABM creative?

In B2B tech ABM, creative fatigue typically sets in at 4-6 weeks. Build a refresh calendar before launch and rotate new messaging, visuals, and offers every 4-6 weeks to maintain engagement across your target account list.

What is account-level impression capping and why does it matter?

Account-level impression capping limits the maximum number of impressions shown to any single company, preventing LinkedIn's algorithm from concentrating your budget on the most active contacts at a few accounts. This ensures even distribution across your full target list and reaches all buying committee members, not just the most digitally active individuals.

How do I align sales and marketing on the LinkedIn ABM target account list?

Before launching campaigns, have your sales team review and sign off on the target account list. They can flag accounts already in active deals, cold prospects, or poor fits. When sales and marketing build from the same ICP and target the same accounts, marketing creates familiarity and sales closes relationships, the core of effective ABM.

Marketing-as-a-Service vs Marketing Staff Augmentation: Which Option is Right for you?

jvezina@gameplanmarketing.ca (Jennifer Vezina) — Tue, 15 Jul 2025 18:30:47 GMT

When it comes to B2B tech marketing, knowing what you need to do but lacking the resources to make it happen can feel daunting.

What if you could gain on-demand access to highly specialized tech marketing talent that works directly with your team on a part-time basis? Read on to explore some of the flexible options available for getting the expert marketing guidance your tech company needs, minus the full-time hiring costs.

Table of Contents:

What is Marketing-as-a-Service (MaaS)?
What is Marketing Staff Augmentation?
Which Option Is Right for You?
Making the Most of MDF Funds: Choosing Between MaaS and Staff Augmentation
In Conclusion

What is Marketing-as-a-Service (MaaS)?

“Marketing as a service (MaaS) is a business model in which companies offer their marketing expertise and services to other businesses on a subscription or pay-per-use basis. This approach allows businesses to outsource their marketing efforts to specialized professionals, freeing up time and resources to focus on other aspects of their operations.” [Dictionary Marketing]

Here are 5 key benefits for tech companies that hire a marketing agency using the Marketing as a Service (MaaS) model:

Scalable expertise on demand: Agencies give you instant access to veteran marketers, content creators, tech writers, designers, and digital specialists. You can ramp effort up or down as your launch cycles and budgets change (this can be far more cost-effective than hiring your own full-time marketing staff).
Faster time to market: With teams, tools, and processes already in place, a Marketing as a Service partner can spin up campaigns quickly, generate leads sooner, and get new products in front of customers while they’re still newsworthy.
Access to advanced tools and data: Most MaaS firms bring enterprise-grade automation, analytics, and SEO platforms to the table—software many tech companies can’t justify on their own—so decisions rest on solid data.
Better alignment with business goals: Agencies live and die by metrics like pipeline contribution, MQLs, and customer retention. Your in-house talent can stay focused on product innovation while the agency drives demand.
Fresh thinking and best practices: A good tech-focused agency works across multiple clients, so it sees what’s working in the market and what isn’t. You get new ideas and proven tactics without footing the bill for continuous training.

Examples of tasks that could be completed via Marketing as a Service include:

Strategy Development
Brand Building
Content Marketing
Email Marketing Management
Social Media Management
Digital Advertising Management
Website Management

What is Marketing Staff Augmentation?

“Marketing staff augmentation involves bringing external marketing experts into in-house teams to enhance marketing capabilities and strategies. It enables companies to quickly access specialized skills and scale marketing efforts based on project needs.” (pangea.app)

5 benefits of using an agency for Marketing Staff Augmentation:

Close skill gaps quickly: Marketing moves fast, especially in today’s tech industry. Agencies bring in specialists with the skills you need, and you skip the lengthy recruitment process.
Flexible staffing: You can bring on short-term talent for a single project or longer-term contract pros for ongoing roles—whatever fits the moment.
Embedded support without headcount: Augmented staff work side by side with your team, yet they stay off your payroll, keeping headcount steady.
Scale on demand: It’s easy to add or reduce resources as priorities shift, and you can tap additional agency services for strategy or creative when needed.
Faster results: Vetted professionals start producing right away, so campaigns launch sooner and performance improves more quickly.

Services include:

Talent recruitment
Screening and interviews
Onboarding
HR management (employee contract, health, benefits, PTO)

Which Option Is Right for You?

Marketing-as-a-Service (MaaS) and Marketing Staff Augmentation serve very different purposes depending on your team’s structure, goals, and resources. Understanding the key differences between the two can help you make the right choice for your business, whether you're looking for strategic support, extra hands on deck, or a combination of both.

Here are the five main differences between MaaS and Marketing Staff Augmentation:

1. Scope of Support

MaaS delivers a complete marketing solution. It typically includes strategy, execution, tools, and analytics — essentially everything you need to run campaigns from start to finish. It’s like having a full marketing department available on demand. Staff augmentation is more targeted. It’s about bringing in specific talent, like a digital ads specialist or content creator, to help your internal team. You’re still in charge of the overall direction and strategy.

2. Ownership and Accountability

With MaaS, the provider usually takes ownership of outcomes. They manage projects, report on results, and often take the lead on optimization and performance improvements. In a staff augmentation setup, your internal team remains accountable. You assign the tasks, track progress, and are responsible for the end results.

3. Speed to Value

Marketing as a Service teams are built to start fast. They bring proven processes, tools, and resources that help you get campaigns off the ground quickly and efficiently. Staff augmentation typically takes longer to ramp up. New team members need to be onboarded into your systems, learn your workflows, and get familiar with your brand and culture.

4. Cost Structure

MaaS is usually offered through a monthly retainer or subscription. This model is more predictable and often bundles services like strategy, design, automation, and reporting under one cost. Staff augmentation is usually billed hourly or by contract. Costs can vary depending on the skills required and the length of the engagement. This table explores the differences between MaaS and Marketing Staff Augmentation.

5. Flexibility vs. Control

MaaS offers flexibility by giving you access to a full team without the need to manage individuals. It’s ideal for companies that want to stay lean while still driving strong marketing results. Staff augmentation provides more control. You select the talent, manage their work directly, and integrate them closely into your existing team.

Making the Most of MDF Funds: Choosing Between MaaS and Staff Augmentation

For firms leveraging Marketing Development Funds (MDF), MaaS is typically the better choice. Here's why:

Why MaaS Is a Better Fit for MDF-Funded Activities

Turnkey Campaigns That Align with Vendor Expectations: Vendors often have strict MDF guidelines around branding, messaging, and campaign outcomes. MaaS providers are used to working within those frameworks and can deliver fully scoped campaigns that check all the boxes, and fast!
Easier to Package and Get Approved: MDF proposals often need to include detailed plans, timelines, and projected outcomes. MaaS agencies can provide polished, vendor-ready proposals that make the approval process smoother and more successful.
Faster Execution Within Time-Limited Funding Windows: MDF dollars are usually “use-it-or-lose-it” with short expiration timelines. Marketing as a Service teams are built for quick turnaround and can launch campaigns rapidly, which is more challenging to do when onboarding and managing individual contractors.
Clear ROI and Reporting: Vendors expect performance metrics to justify the Marketing Development Funds. MaaS providers typically include analytics and reporting as part of the package, making it easy to show value and support future funding requests.
Less Administrative Burden: Coordinating multiple freelancers or contractors under a staff augmentation model can create more internal overhead. Marketing as a Service centralizes the effort, freeing up your team to focus on high-value work and stakeholder management.

When Staff Augmentation Might Work Instead

If your MDF spend is already earmarked for a highly specific campaign — and you just need an extra designer, copywriter, or digital ads specialist to execute it — staff augmentation can still be viable. But you’ll need the internal bandwidth to manage the process, reporting, and compliance.

Bottom Line for Maximizing your MDF

Marketing as a service is usually the smarter, more efficient option for MDF-funded initiatives because it aligns well with how those funds are structured, managed, and evaluated. It minimizes risk, speeds up execution, and helps ensure that MDF dollars deliver measurable impact. Read more about ways to maximize your MDF.

In Conclusion

Both Marketing as a Service and Staff Augmentation offer valuable ways to support your marketing team, but they work best in different scenarios. If you need a plug-and-play solution that delivers strategy and execution, MaaS might be the better fit. If you're already running strong campaigns and just need to scale your team temporarily, Staff Augmentation could be the way to go. The right choice depends on how much control you want, how quickly you need results, and what kind of support you're looking for.

Reach out to GamePlan Marketing today to explore our fractional marketing options to get all the marketing firepower you need. We’re here to help you grow your business by lending a hand (or five) to take your marketing strategy from the page to the people. 

Marketing in 2025: Less Crystal Ball, More Crystal Clear

Anna Vesuwala — Thu, 10 Jul 2025 17:14:43 GMT

Your guide to this year’s marketing trends and not getting left behind in the AI-fueled, data-drenched, phygital marketing future.

There was a time when marketers relied on gut instincts and Mad Men-style charm. Today? Your gut’s still useful (mostly for digesting stress snacks), but marketing strategy in 2025 demands more: data fluency, AI collaboration, and stand out brand personality.

As a Marketing Strategist, I spend my days elbow-deep in tech stacks and social posts, parsing dashboards and decoding customer journeys. And if your idea of a digital marketing plan is still “post on LinkedIn twice a week and send a newsletter,” well—pull up a chair, friend. We need to have a lovingly candid little chat.

Table of Contents:

AI Isn’t Coming—It’s Already RSVP’d
Data Isn't Just for Analysts Anymore
Phygital Isn't a Typo
Authenticity and Personalization Still Win (Even If It’s Algorithm-Approved)
TL; DR: Your 2025 Marketing To-Don’t List
In Conclusion

1. AI Isn’t Coming—It’s Already RSVP’d

According to Verizon's 2025 Small Business Report, nearly 40% of SMBs are actively using AI for marketing. That’s not a trend, at this point it’s a tool that’s in the mainstream. From content creation to campaign optimization, AI has gone from being a buzzword to being your bestie, in no time.

But here's the kicker: as Krithika Shankarraman (formerly OpenAI) reminded us, it's not just about using AI—it’s about keeping the human taste in marketing. Don’t let generative tools suck the soul out of your brand voice. The future of marketing belongs to people who know how to partner with machines without sounding like one.

🧠 Marketing Strategist’s Tip: Use AI to scale content but keep a marketer’s hand on the throttle. And for the love of headlines, please proofread your AI drafts.

2. Data Isn’t Just for Analysts Anymore

Mid-career marketers are now expected to know their way around a dashboard. The folks at Economic Times couldn’t say it more clearly: “if you want to lead, you better know how to read.”

In 2025, data isn't just a performance review tool. It's a proactive guide to what, where, and when your audience wants to engage. And platforms like Perplexity and ChatGPT are rewiring how consumers find content—meaning SEO isn’t dead, but it’s definitely undergoing a glow-up.

📊 Marketing Strategist’s Tip: Invest in upskilling your team. Data literacy should be as common as coffee in your marketing department.

3. Phygital Isn’t a Typo

2025’s buzzword of choice is “phygital”—the delightful mash-up of physical and digital experiences. Whether it's interactive displays, AR product demos, or QR-code powered signage, blending these worlds is now a competitive advantage.

Visix suggests we move from passive content to active engagement. Think: touchscreens in trade show booths, QR-enabled B2B brochures, or incorporating Executive Door Openers as a part of a larger digitally focused campaign.

🌀 Strategist’s Tip: Start small. Add a phygital touchpoint to your next event or outreach campaign. Your sales team will thank you—and your pipeline might too.

4. Authenticity and Personalization Still Win (Even If It’s Algorithm-Approved)

Whether it's Forbes predicting the rise of voice search or the Digital Marketing Institute waxing poetic about the staying power of storytelling, one thing’s crystal clear in 2025: authenticity still closes deals—and personalization? That’s just good manners.

Today’s buyers don’t want to feel like a segment. They want to feel seen. And let’s be honest, if your messaging still sounds like it was written for a boardroom full of beige chairs, you’re going to get left on read.

According to Deloitte Digital, the brands winning hearts and wallets are the ones delivering deeply personalized, emotionally intelligent experiences—without losing their voice in a sea of automation. It’s not just about knowing your buyer’s industry. It’s about anticipating their needs, understanding their vibes, and showing up like the smart, empathetic partner they didn’t know they needed.

This is where “empathic design” comes in. It’s not just a buzzword—it’s the art of making your audience feel like your content was made just for them. Layer that with AI tools that can scale your charm without sacrificing your soul, and now you’re speaking 2025’s love language.

Yes, social platforms are getting sharper and the algorithms more predictive, but here’s the thing: the best brands still sound like people. Clever, capable, revenue-savvy people with ABM fluency and a Q3 pipeline goal.

🎤 Marketing Strategist’s Tip: Ditch the bland. Give your brand a voice that’s human-first, AI-powered, and a little bit charming. Your next executive buyer? They’re listening—with their ears, and their instincts.

TL; DR: Your 2025 Marketing To-Don’t List

❌ Don’t assume what worked in 2023 will fly in 2025.
❌ Don’t let AI replace creativity—let AI amplify creativity.
❌ Don’t forget that your buyers are people, not personas.

In Conclusion

2025 marketing isn’t about keeping up—it’s about knowing where to lean in, where to automate, and where to stay stubbornly human. If you’re a strategist, consider this your gentle, charming nudge to evolve—or risk being the Blockbuster of B2B.

Now go forth and market like it’s the future. Because, well… it is.

Why Software Resellers Should Use ABM for Lead Generation

jvezina@gameplanmarketing.ca (Jennifer Vezina) — Thu, 29 May 2025 14:23:33 GMT

As a B2B software reseller, using Account-Based Marketing (ABM) over traditional marketing strategies can offer significant advantages when your goal is to build a high-quality pipeline and shorten sales cycles.

Account-Based Marketing (ABM) is a powerful strategy for top-of-funnel lead generation, enabling you to focus on high-value prospective companies with targeted campaigns that boost engagement and deliver measurable results.

In this blog, we’ll explore the top 6 reasons why ABM is effective for targeting valuable prospects and accelerating sales cycles.

It is important to establish what criteria should be considered when identifying high-value prospects (e.g., company size, industry, buying intent) by identifying the accounts that would most benefit from your products or services. This requires careful research and leveraging insights backed by data.

Establishing Key Performance Indicators (KPIs) is crucial for measuring the success of targeting high-value accounts in your ABM campaigns. Your KPIs connect to your campaign’s goals, as they help indicate when buyers are ready to move to the next stage in their buyer’s journey.

Building your Ideal Customer Profile (ICP) involves looking at the companies you've had the most success with—those that closed quickly, stuck around, and got real value from your solution. Look for patterns in their size, industry, challenges, and buying behavior. Those shared traits are your blueprint for finding more accounts that are a great fit.

Since B2B buying decisions often involve multiple stakeholders—typically 3 to 7 people—ranging from decision-makers to influencers and end users, identifying the key personas within each account is an essential next step. Your ABM strategy should be designed to engage each of these personas with messaging that speaks to their specific priorities and concerns.

Why it matters: Instead of wasting budget on unqualified leads, invest resources in accounts with the highest revenue potential.

🤝 2. Better Alignment Between Sales & Marketing

ABM aligns your marketing and sales teams around the same goals: targeting and converting specific accounts. When rolling out an ABM strategy, it’s crucial that sales and marketing get on the same page from day one; if both aren’t in alignment, confusion arises, weakening your outreach. Creating joint account plans ensures both teams are aligned on goals, messaging, and next steps for each target account. Clear role definitions help avoid overlap, so everyone knows who’s doing what and when.

Messy or outdated data hinders your ability to tailor messages effectively, reducing the impact of your ABM strategy.

Trying to target too many accounts at once risks spreading your efforts too thin; as a result, you may miss high-value opportunities that drive the most impact.

Why it matters: This collaboration ensures smoother hand-offs, better messaging consistency, and more personalized customer journeys—leading to faster deal velocity.

📈 3. Personalized Messaging Resonates More

ABM allows you to tailor content and campaigns to specific industries, companies, and decision-makers.

Why it matters: Personalized, relevant content increases engagement and builds trust faster, especially when addressing the specific needs of decision-makers. This is especially important in complex software sales with typically longer (six months to 2 year) cycles.

💡 4. More Efficient Use of Resources

Rather than spending time and money attracting a large volume of leads (many of whom aren’t a good fit), ABM focuses your efforts where they’ll have the greatest return.

The success of your ABM strategy hinges on developing tailored campaigns that leverage account-specific insights to create highly relevant content and outreach.

It’s all about using what you know about each account to create content, ads, and outreach that speak directly to their priorities. This could mean personalized emails referencing specific pain points, ad creative reflecting their industry, or sharing case studies that match their use case—anything that makes them feel understood. The more relevant it is, the more likely they are to engage.

Why it matters: Your ROI improves because you're focusing only on accounts that are most likely to convert and bring long-term value.

📊 5. Improved Attribution and Analytics

With ABM, it’s easier to track marketing ROI because you're focused on a known list of target accounts. You can clearly see which strategies and touchpoints influenced the buyer journey. To effectively measure the success of your ABM efforts and track marketing ROI, it is crucial to monitor account engagement through detailed analytics.

Tools that track metrics like page visits, content views, and email interactions can show you what’s resonating—and what’s not. That insight helps you adjust your tactics in real time and stay focused on the accounts that are gaining traction within your pipeline.

Leveraging data to track the performance of your ABM campaigns assists greatly in understanding what works and what doesn’t, optimizing strategies for future effort. AI and predictive analytics significantly enhance ABM strategies by enabling teams to identify and focus on the most promising accounts at the optimal time. Investments in CRM platforms, ABM tools, and analytics should be key for planning, executing, and tracking your campaigns. Tools like LinkedIn and paid B2B intelligence platforms make it easier to spot buying signals—like job changes or intent data—that suggest an account is ready to engage. With this insight, personalization goes far beyond using a company name; it’s about delivering content and experiences that align with each account’s specific needs and stage in the buying journey.

Why it matters: Clearer data = smarter decisions = better pipeline strategy.

🧠 6. Ideal for Complex, Long Sales Cycles

If your software has a high price point, requires multiple stakeholders to sign off, or involves a long decision-making process, ABM is a much better fit. For complex, long sales cycles, starting small with ABM by selecting a few high-value accounts allows you to test and refine your approach for achieving closed wins. This gives you space to experiment with messaging, channels, and content without overwhelming your team. As you gain insights on what clicks, you can scale up with more confidence and a clearer strategy.

Why it matters: ABM supports multi-touch, multi-channel engagement, which is perfect for nurturing complex deals through the funnel.

Summary — Why ABM Wins for Software Vendors:

Aspect	Traditional Marketing	ABM
Targeting	Broad, generic	Specific accounts
Messaging	One-size-fits-all	Hyper-personalized
Alignment	Marketing-driven	Sales + Marketing collaboration
ROI	Lower, less measurable	Higher, more targeted
Fit for B2B SaaS	Not ideal	Excellent

Conclusion

ABM helps fill your sales pipeline with high-quality leads by focusing on the most valuable and sales-ready prospects. This ensures your team isn’t wasting time on the wrong opportunities. With more personalized outreach and stronger relationships, you’re not just building trust; you’re also creating a more efficient path to closing deals.

Ready to get your ABM strategy off the ground? Start small by identifying a few high-value accounts to leverage the benefits of personalized outreach and stronger relationships. The sooner you dive in, the faster you'll see what works (and what needs tweaking).

To effectively implement these strategies, partnering with experts like GamePlan Marketing can be invaluable.

If you are a software reseller that has access to Marketing Development Funds, consider maximizing their use by executing an ABM strategy, with GamePlan guiding your way.

In the meantime, download our free Account-Based Marketing Guide, the definitive resource for learning how to run account-based marketing campaigns with HubSpot.

As uncovered by the report completed by the Content Marketing Institute, IT buyers consider case studies a valuable content resource during their decision-making process. Case studies describe how other companies with similar problems were able to find success with your solution and provide concrete results on how it delivered significant business value. They reinforce that your products/services work, establishing you as an authority in the industry and building trust. Highlighting a case study in your newsletter provides readers with real-world proof of the value your solution provides from the perspective of your satisfied customer.

For more original and curated content for marketers and business leaders in the IT industry, sign up for our monthly newsletter: Trends & Creativity Tips for B2B Marketers.

Stop Burning Budget & Start Building Brands: Our Guide to Win on LinkedIn

Anna Vesuwala — Thu, 24 Apr 2025 13:22:44 GMT

Let’s be honest: LinkedIn advertising can feel like trying to do calculus while riding a unicycle - backward - during a budget review.
But fear not, fellow marketer. You’re not alone in the chaos.

I’m Anna, and I’m here to walk you through how to make LinkedIn ads work for your B2B brand - without lighting your budget on fire or relying on crystal balls and good vibes.

Grab a coffee and let’s talk strategy.

5 Second Summary:

Stop wasting budget: LinkedIn ads aren’t about quick wins, they’re about long-term brand building.
Reach real decision-makers: 4 out of 5 users influence business purchases.
Build trust at scale: Use thought leadership, valuable content, and authentic engagement.
Target smart: Manual ABM > predictive AI. Layer in firmographics and retargeting.
Creative is king: Strong visuals, sharp copy, and clear CTAs drive performance.
Play the long game: Consistency lowers costs and boosts ROI over time.

Why LinkedIn? AKA: The Business Party You Actually Want to Be At

Here’s the stat that should make you perk up like your Slack just pinged:
Four out of five LinkedIn members influence business decisions.

That’s right, LinkedIn isn’t just where people humblebrag about promotions. It’s where real B2B decision-makers hang out. You know, the kind of contacts that make sales teams cry happy tears.

Build a Brand or Go Home

In B2B, brand building isn’t a fluffy “nice-to-have.” It’s everything.

Decision-makers don’t just wake up and suddenly feel compelled to click your ad. They buy from companies they know, trust, and see as legit. That trust? It gets built over time, and LinkedIn is your digital handshake.

Here’s how you do it right:

Executive Thought Leadership: Have your CEO talk about something other than their golf handicap. Thoughtful content builds credibility.
Content Distribution: Share value-packed stuff - whitepapers, reports, infographics, and research-backed opinions.
Engagement: Comment, reply, show up like a human being. Robots don’t win brand loyalty.
LinkedIn Live: Webinars, demos, fireside chats - show your face, share your brain.

Bottom line: If you're not building brand equity on LinkedIn, you're basically whispering into a void.

LinkedIn Ads: The Long Game is the Only Game

We see it all the time: a brand runs LinkedIn ads for three weeks, doesn’t get any leads, pulls the plug, and then wonders why no one knows who they are six months later.

Stop the madness.

LinkedIn ads are like a fine wine or a really solid CRM - they get better over time. The algorithm learns. Your targeting sharpens. Leads will always be hard to get, but your CPL drops over time. Magic? Nope - just strategy.

Targeting: The Secret Sauce (With a Dash of Math)

Forget spray-and-pray. You need laser focus.

Industry, company size, job title, seniority

Matched Audiences (a.k.a. ABM lists)

Not-so-hot tip: Predictive Audiences = just LinkedIn guessing

Want better match rates? Enrich your ABM target list with as much data as you can garner. We’re talking emails, domains, and LinkedIn profile URLs.

Pro tip: Push contacts through the marketing funnel with LinkedIn Retargeting Ads. Showcase mid-funnel ads (such as a free demo offer!) to folks who’ve already clicked your top of funnel ads or visited your company page. These contacts know who you are, now give them a reason to convert.

Ad Formats That Actually Work (And the Ones We Ghosted)

We’ve tested them all so you don’t have to.

Single Image Ads – The MVP. They just work.

Message Ads – Slide into DMs only if the target contact already knows who you are.

Document Ads – Great if your content offer is Beyoncé-level flawless.

Carousel Ads – Mixed results. Worth testing, but not our fave.
Follower/Spotlight/Text Ads – These are… let’s just say “niche.”

What Makes a LinkedIn Single Image Ad Pop?

Description: Speak to pain points. Keep it short and snappy, skip the fluff. Don’t include #hashtags or @handles that can distract people from clicking your main call-to-action

Visual Graphic: No sad or creepy stock photos, please. Including images with people in them can increase the overall performance of your ad, and your ad Click-Through Rate (CTR).

CTA: Clear, direct, action-oriented. Your ad copy should be strong and direct.

And don’t skip testing! A/B testing different ad variations can improve efficiency by 30% in the first 60 days.

Ads with strong CTAs see up to 45% higher engagement.

Mastering the DM Slide: LinkedIn Message Ads That Don’t Suck

LinkedIn Message ads work… if you don’t make them weird.

Use a real person (ideally a senior exec)
Write a subject line that actually gets opened
Be concise—no one’s here for your novel
Send mid-week when inboxes aren’t overflowing

Send during work hours (when the LinkedIn platform is most active)

Personalized LinkedIn messages see 30% higher open rates than email. That’s a major win if done right.

Key Takeaways

Targeting is everything: ABM lists and manual targeting beats AI every time.
Creative matters: strong messaging and visuals drive engagement.
Long-term wins: consistency lowers cost, boosts ROI, and strengthens your brand awareness.
Optimize weekly: small tweaks lead to big impact.

Final Thoughts: LinkedIn Isn’t Magic, But It Is a Power Move

LinkedIn advertising isn’t a silver bullet, but it is a strategic lever with compounding returns.

If you’re in it for real results, not just vanity metrics, then build your brand, refine your targeting, and commit to the long game. That’s how you win.

Now go forth and advertise like the B2B legend you are.

For more original and curated content for marketers and business leaders in the IT industry, sign up for our Trends & Creativity Tips for B2B Marketers monthly newsletter.

The Power of Video Marketing in B2B Sales Enablement

Anna Vesuwala — Fri, 07 Mar 2025 15:07:19 GMT

Why Video is a Game-changer for B2B Sales

Let’s be honest—B2B marketing isn’t always edge-of-your-seat thrilling. But here’s the thing: video can fix that. YouTube and TikTok have reprogrammed how we consume content, and now video is shaking up B2B sales. It’s engaging, personal, and infinitely more watchable than a dense whitepaper.

By leveraging emotional storytelling, personalization, and authenticity in video marketing, B2B brands can create stronger relationships and, most importantly, close more deals. Let’s dive in.

The Psychology Behind Video in B2B Sales

Why Video Works: Emotion Drives Decision-Making

People may say they make logical business decisions but in reality, they buy based on emotion and justify it later.

Key Stats:

Viewers retain 95% of a message when they watch it in a video, compared to just 10% from reading text (Forbes).
The brain processes visuals 60,000x faster than text (National Library of Medicine—because science!).
According to HubSpot, customers prefer lower-quality, authentic videos over polished corporate ones. So yes, your iPhone video can work wonders.

B2C Video Strategies That Work in B2B Marketing

Storytelling: Ditch the jargon and tell a story. No one wants to watch a 10-minute spec sheet breakdown.
Personalization: Like Netflix knowing you binge-watch true crime, your prospects appreciate tailored content.
Authenticity: No one trusts a video that looks like a stock photo. Be real, be human, and leave the robotic scripts behind.

B2B Video Types Inspired by B2C Marketing

Different videos serve different purposes in the sales funnel; but one thing remains the same: the importance of keeping the attention of your target audience.

Explainer & Product Demo Videos – Creating Instant Clarity

When done right, explainer and product demo videos bring immediate clarity to what your product does and why it matters. Take Dollar Shave Club, for example—their viral videos made razors exciting (yes, razors!). On the B2B side, HubSpot nails it with demo videos that are simple, engaging, and to the point. The key? Keep it short and sweet. If your demo video runs longer than 90 seconds, you might be over-explaining. Cut the fluff and get straight to the value.

Customer Testimonials & Case Studies – Building Social Proof

People trust other people, which is why Amazon reviews and influencer testimonials are so effective in the B2C world. In B2B, customer testimonials and case study videos work the same way—just look at Slack’s case studies, where real customers share how the platform solves real problems. The best approach? Focus on pain points and solutions. Less corporate bragging, more real talk.

Personalized Sales Videos – Making Outreach More Human

Ever felt a little special when you saw your name on a Starbucks cup? That’s the power of personalization. In B2B sales, personalization goes beyond coffee cups—sales reps are using tools like Vidyard and Loom to send customized video messages instead of lifeless emails. Keep it under 60 seconds. No one wants to watch your sales pitch while they’re scarfing down lunch.

Thought Leadership & Educational Videos – Positioning Your Brand as a Guide

Brands like Glossier thrive on education-first marketing, and the same strategy works in B2B. Thought leadership and educational videos, such as LinkedIn Live sessions or industry trend insights, help build trust and credibility. The golden rule? Provide value first. If your video feels like a glorified product pitch, you’re doing it wrong.

Webinars & Live Video – Engaging in Real Time

Live video has a way of keeping audiences hooked—just look at the success of live shopping events and influencer Q&As. In B2B, companies like HubSpot leverage live webinars to drive engagement, using polls, live chat, and Q&As to keep things interactive. The last thing your audience wants? A 45-minute monologue. Make it a two-way conversation.

Integrating Video into the B2B Sales Process

Video can (and should) be used at every stage of the buyer’s journey:

Awareness: Social media videos, blog-embedded videos.
Consideration: Product demos, customer testimonials.
Decision: Personalized outreach videos, proposal walkthroughs.

Best Practices for Outreach Videos

Video emails increase response rates by 26% (SalesLoft).
LinkedIn videos get 3x more engagement than text posts (LinkedIn).
Translation: Stop writing novels in your InMails. Video is the way forward.

When used strategically, video isn’t just a marketing tool—it’s a game changer for B2B sales. Start creating, start engaging, and start closing more deals.

Case Studies & Success Stories

IBM – AI-Powered Video Content
IBM used AI-driven videos to boost engagement because robots selling to humans is officially a thing now. 🤖
Salesloft – Personalized Video Demos
Adding custom video demos into their sales process helped Salesloft shorten their sales cycle. Turns out, people prefer humans over PDFs.
Grammarly – Emotional Connection to Product Benefits
Grammarly links its product to personal achievement—because who doesn’t want to sound smarter?

Key Takeaways

Emotional storytelling works in B2B just like in B2C—because buyers are still people.
Personalized video makes outreach feel human (and not like spam).
Authenticity beats high production value—no need to hire Spielberg.

By using video the right way, you can create more personal, engaging, and effective sales interactions—leading to shorter sales cycles, higher conversions, and better relationships. So, what are you waiting for? Hit record and start selling!

____________________

Have video marketing questions or need help getting started?

Book time to discuss your video marketing needs:

How Content Syndication Can Support Your Pipeline Goals

jvezina@gameplanmarketing.ca (Jennifer Vezina) — Thu, 27 Feb 2025 14:11:21 GMT

Building pipeline can be challenging, especially in the complex technology space. Fortunately, content syndication is a powerful tactic that B2B IT marketing professionals can employ to enhance their lead generation efforts. When done right, content syndication amplifies your content across high-traffic channels, reaching a broader audience of potential leads that you can progress, nurture and convert.

Read on to learn more about how content syndication can support your pipeline goals.

5 Second Summary:

By publishing your content on third party websites, you can expand your reach to target groups that typically wouldn’t be accessible to you.
Getting your content in front of a relevant audience that fits your ideal customer profile (ICP) will increase your chances of generating high quality leads.
In the crowded tech market, content syndication can be a very successful lead generation tool.

What is Content Syndication and How Does it Work?

Semrush, the go-to platform for managing online visibility and accelerating digital growth, defines content syndication as: “a marketing strategy that involves republishing content on other websites or platforms to reach a larger audience. It can help you increase your brand awareness, drive more traffic to your site, and generate more leads or conversions.”

In a nutshell, content syndication is a multi-touch strategy that captures the attention of technology decision-makers by presenting them with your high-quality content. This earns the trust of your target audience, amplifies your brand’s reach and transforms your content into a powerful lead generation magnet. B2B content syndication uses high-value content, like ebooks or white papers, to target decision-makers on curated B2B sites, delivering qualified, opt-in leads that match your ideal customer profile. These leads are nurtured through tailored email campaigns, amplifying your visibility and positioning your brand with key industry players.

What are the Benefits of Content Syndication?

Expand Audience Engagement and Enhance Brand Awareness
Content syndication expands your reach to your target audience, matching your ideal customer profile. This expands your visibility to contacts that you might not reach through organic channels such as your website, blog, and social accounts. By expanding your reach, content syndication builds industry-based trust, brand credibility and thought leadership on reputable platforms.
Generate Qualified Top of Funnel Leads and Increase Conversions
Syndicated content, unlike other traditional outbound marketing tactics, targets buyers in the information gathering phase of the acquisition journey, capturing their attention at a critical stage of the decision-making process, resulting in a steady stream of qualified leads and higher conversion rates.
Maximize your Investment in Content Creation
Content syndication revitalizes high-value assets like white papers and solution briefs, extending their lifecycle. Each campaign not only repurposes your existing content, but it also generates new qualified leads, maximizing your content creation investment over time with sustained prospect generation.
Improve SEO through Backlink Authority
You can drive referral traffic to your website by including a link in your content, which in turn improves your SEO ranking and domain authority, since Google treats certain types of external links (known as ‘backlinks’) as ‘votes of confidence’, giving you a competitive edge.

Be sure to use content syndication alongside other content marketing efforts, such as blog posts and social media posts, so you can drive organic traffic to your website and increase your site’s Domain Authority.
Grow Your Pipeline with US CAN-SPAM and Canadian Anti-Spam Legislation (CASL) Opt-In Compliance Best Practices
When targets fill out your form on a landing page to download your content offer, you can simultaneously obtain opt-in consent from these leads. Once you have obtained their express consent you can start to send them electronic communications, such as emails and texts. This process consequently builds up your list of opted-in, email compliant prospects in your leads database. Content syndication thereby facilitates lead nurturing and personalized follow-ups.

In summary, content syndication is a versatile tactic that complements other marketing strategies to amplify reach and impact. Read more about the benefits of B2B content syndication services.

Why Choose GamePlan Marketing?

Our B2B content syndication comprehensive marketing package is our best-selling service that supports B2B IT marketing professionals with guaranteed top-of-funnel leads.

We deliver measurable marketing results backed by years of success. Our certified digital marketing team executes campaigns that generate real business growth.

Need content for lead generation? We can help!

With a deep understanding of the technology industry, we speak your language. Our skilled strategists, project managers, and writers have decades of experience working with technology companies and know how to communicate complex ideas simply and effectively. We deliver high-quality content that is written to be consistent with your brand voice and values. Furthermore, our rigorous quality control processes ensure every piece meets the highest standards.

Maximize Marketing Development Funds: Stop Leaving Money on the Table

jvezina@gameplanmarketing.ca (Jennifer Vezina) — Mon, 24 Feb 2025 19:32:02 GMT

Making the most of marketing development funds (MDF) can be confusing, especially with the guidelines and rules for proof of performance (POP) requirements. Many tech companies overlook valuable marketing opportunities by not fully exploring their available options.

Don’t let MDF go to waste! This blog covers strategies to maximize MDF impact while meeting POP rules.

What are marketing development funds?

If you are a technology channel partner and you are unfamiliar with what marketing development funds (MDF) are and how they work, then read on! You may be missing out on eligible funds that will help you plan your marketing strategy as well as generate qualified leads.

Marketing development funds are sometimes referred to as market development funds (or co-marketing funds) and more commonly by the acronym MDF. In the B2B SaaS market, MDF are financial initiatives offered by vendors or distributors to their channel partners, enabling them to increase brand awareness and drive product sales through marketing campaigns or development programs.

What are some examples of how to use MDF?

Some effective marketing tactics that you can use MDF to finance include:

Lead generation: SEO/SEM campaigns, email campaigns, or social media marketing
Content development: A video series, social media posts, website blogs, solution briefs, white papers, ebooks, infographics or case studies
Events: Webinars, trade shows, or conferences

Questions to ask when participating in your vendor or distributor’s MDF program:

How is the funding structure defined? i.e. how are the funds paid out
What are the mutual marketing goals for your company and the vendor’s solution? This will help guide your marketing strategy for representing the vendor’s solutions as well as your company’s expertise and services related to these solutions
What are the budget details? What marketing activities are prioritized and when are the funds allocated?
What are the eligibility qualifications for the funding? i.e. required certifications, revenue over a certain period, past marketing campaign metrics and so forth
How are campaign results measured by the vendor? How must you track your marketing tactic’s ROI?

What are the most important points to consider when applying for an MDF program?

1. Funding expiration dates

When is the application deadline for any MDF available to your company? Find out what programs are expiring at the end of the current fiscal year and make sure you take advantage of any funds that you are eligible for. You don’t want to miss out on any available marketing dollars!

2. Application procedures

Get your channel manager (or an experienced marketing agency) to guide you through the proposal process and find out what specific tactics the funding covers. Also ensure that you find out critical details such as what date your tactic must be executed by and the deadline date to claim your MDF reimbursement.

3. Craft a winning proposal

Ensure your proposal is comprehensive and includes all the details of the marketing activities you are applying for. Specify your target metrics and clearly demonstrate how the tactics will achieve the overall marketing goals of both parties by promoting the vendor's solution while highlighting the added value your company provides.

4. Measuring success and showing Proof of Performance (PoP)

Make sure the success of your chosen tactic can be measured and tracked, as vendors often require proof of performance (POP). Some examples of POPs could include: registering qualified leads with your vendor, providing invoices for advertising or event expenses, sharing screenshots of social media posts, or submitting engagement metrics from digital ads.

Keep in mind that certain practices, like giveaways or gifts, may be prohibited and certain expenses might not be eligible or may be limited in terms of reimbursement. To ensure compliance and get the most out of your MDF program, work closely with your channel manager or a knowledgeable marketing agency to help with requests and reimbursement claims after implementing your tactic.

By following these marketing development fund best practices, you can maximize the value of your available program funds.

Think of MDF programs as a means to support your broader marketing and business goals. Treat the funds provided by your vendor as if they were your own money and choose initiatives that deliver real value instead of spending just to use up “free” funds. Keep in mind that these tactics are also partially funded by your company’s hard-earned dollars. For guidance on getting the most out of your marketing development funds, consider consulting trusted experts like GamePlan Marketing, who specialize in managing these programs effectively.

Why Buyer Personas are still Vital in 2025

Stephanie Ferguson — Thu, 09 Jan 2025 16:56:06 GMT

The use of buyer personas can help improve your understanding of your buyers, which makes it easier for you to tailor your content to meet their specific needs, moving them further along the sales funnel.

What is a Persona?

HubSpot defines a buyer persona as, “a semi-fictional representation of your ideal buyer based on market research and real data about your existing buyers.” Buyer personas differ from buyer segmentation because they extend beyond demographics and include insights such as buyer behaviour patterns, motivations, goals, and challenges. The more specific details you can include in your personas, the more useful they will be in helping you create relevant and compelling content.

How to Build Insightful Buyer Personas

Jeff Seymour, President and Managing Partner of GamePlan, shares his top three tips for building insightful buyer personas:

1) Talk to the right people.

“Interview your sales people who are ‘boots on the ground,’ dealing with IT decision makers day in and day out. They can reveal so much critical strategic information that you may not be able to uncover any other way.”

Doing your research is key to creating accurate, well-defined personas. In addition to interviewing members of your sales team, if you are also able to speak to your buyers directly, you should uncover some great insights. SEMrush also suggests including some external research when building your personas. External research enhances and validates the information collected in your interviews, helping to keep the personas unbiased. External research sources can include: LinkedIn profiles, job listings, research reports on the role or industry, or competitors’ content.

(2) Ask targeted and actionable questions.

“Focus your research on uncovering your buyers’ specific objectives and challenges. The buyer personas can then be used to create content that addresses the specific issues faced by that particular group of IT buyers, resulting in a more persuasive message.”

Detailed, in-depth personas will be the most valuable, so be specific and targeted with your questions. For example, if a pain point of “outdated technology” is identified, ask the interviewee to expand on their answer to provide you with more specific information. Specific challenges that stem from outdated technology may be concerns about potential data security issues or having to pay for large software purchases and migrations all at once when considering a replacement.

You can also uncover particular internal challenges by asking the buyer details about their process in acquiring new IT solutions. For example, an IT Manager of a large Fortune 500 company most likely procures new solutions on behalf of a buying committee. They typically do not have the personal or budgetary authority to approve IT purchase decisions on their own. The IT Manager would be responsible for doing all of the research on potential solutions and then presenting their findings to their peers for approval. As a result, they may need specific information such as detailed technical specs or an estimated ROI for the proposed solution, in order to gain approval from their peers.

These types of questions enable you to include details in each persona that will help you determine the best way you can help these buyers overcome their challenges. Ensure you ask questions to uncover information about each of the key elements of a persona:

Objectives
Challenges and pain points
What is their procurement process (i.e. is there a buying committee)
What is their budgetary authority level
Roles and responsibilities
Who they report to
Work experience and education
Best ways to communicate with them
What they look for in an ideal IT partner

(3) Minimize the number of personas.

“Create one or two personas per vertical or niche. IT directors and managers could be two key groups in each of your healthcare, government, and education verticals, for example. Or your personas could be based on the owners/operators and sales reps at your key partners.”

You will find that figuring out the ‘right’ number of personas for your business is easier after you’ve completed your persona research. You can start with a 1-2 persona guideline, while also considering the fact that each industry or vertical should have it's own buyer persona as there are often unique challenges for each specific industry vertical.

For example, the government and private sectors have vastly different IT buying processes, due to their inherent organizational structures. Having a minimal number of well-defined personas allows you to create tailored messaging that addresses the specific issues that matter the most to those individuals. If you have too many personas, you could end up diluting your primary marketing message, making it difficult to present a clear brand story.

Example of an IT Manager Persona

Vertical:

Healthcare
IT Manager for 2 years
Influencer, Researcher – New IT solutions are acquired via a buying committee.

Objectives:

Maintain IT budget and ensure cost effectiveness.
Update software and systems to meet increased data demands.
Improve network and data security.

Challenges:

Budgetary constraints.
Risk adverse environment.
Compatibility with existing IT systems.
Timely project delivery (long implementation process).
Balancing completion of day-to-day tasks with planning for future.

Roles & Responsibilities:

The IT Manager oversees the day-to-day tasks related to the management of the IT infrastructure and the more granular needs of individual applications, services, storage, networking and connectivity elements of the IT environment. His role requires him to put out a lot of fires as they arise, to prioritize the most pressing issues, and try to be as proactive as possible in upkeep and maintenance.

Reports to: IT Director, CIO, CTO

Best Ways to Communicate:

Use big picture, strategic messaging aimed at a researcher or influencer.

Analyst Reports, White Papers
IT forums, symposiums and educational IT platforms
Vendor online events and demos
CNN, Wired, Forbes
IT World Canada
LinkedIn and Twitter platforms

Choice of IT Partner:

Large IT provider
Knowledgeable about solution options and strong vendors options
Advanced technical knowledge for large complex infrastructures.
Able to discuss possible disruptor wins and case studies.

Personas Help Build a Successful Content Strategy

Personas can help you drive smart content choices and build strong connections with your buyers.

Need help building buyer personas?
GamePlan Marketing is a Full-Service Creative & Digital Agency located in the Greater Toronto Area in Canada. We Specialize in Digital Marketing for B2B Technology Companies.

The Do's and Don’ts of Using AI for Marketing Content Creation

Anna Vesuwala — Tue, 19 Nov 2024 21:23:42 GMT

Welcome to the future, where artificial intelligence isn't just about robots taking over the world, but also about making your marketing job much easier—and dare we say, more fun! Grab your coffee, and let’s dive into the best practices for using AI, like ChatGPT, for marketing content creation that doesn’t just hit the mark but gives it some razzle-dazzle.

5 second summary:

Leverage AI for Brainstorming: Use AI tools to generate new ideas quickly, but refine and build upon them with your industry knowledge, and creativity.
Craft Specific Prompts: Write clear, targeted prompts to guide AI for the best outputs.
Accelerate Research & Writing: Let AI gather and summarize data efficiently. Leverage AI for editing and proofreading to enhance your writing process. Make sure to maintain your unique voice and always verify for accuracy and credibility.
Balance AI with Human Insight: Combine AI’s speed and precision with human creativity to create impactful, authentic content.

Ideation: Where the Magic Begins

If you've ever found yourself in a brainstorming session where the only idea anyone can come up with is ordering more pizza, and new ideas seem few and far between, then you'll appreciate the effectiveness of using AI for marketing. In this use case of using AI for ideation, your prompt is one of the most important things to get right - let’s talk about how.

Writing a Good Prompt

Think of this as whispering sweet nothings into the AI's digital ear. You need to know your goal and your audience to write a good prompt. It's important to be specific when giving AI instructions. For example, try inputting, “Generate blog post ideas for a new tech product launch, for a B2B Audience” and watch the magic happen.

Using AI for Marketing Brainstorming

Gone are the days of staring blankly at a wall. Use AI tools like ChatGPT to spitball ideas faster than your morning caffeine kicks in. From trending topics to obscure insights, AI has got your marketing strategy and brainstorming sessions covered and can provide you with some very valuable insights. Taking concepts directly from your AI brainstorming isn’t suggested, but it’s a great way to try out ideas and light the creative flame.

The Numbers Speak

According to a report by McKinsey, companies that leverage AI for content ideation see a 30% increase in the speed of their brainstorming sessions. Moreover, a study by HubSpot found that marketers using AI-powered tools are 25% more likely to generate ideas that resonate with their target audience.

Research: Sherlock Holmes, Who?

Research can be really time-consuming - but what if you had an assistant who could gather and summarize information faster? Then, your data collection will be somewhat automated. When data gathering, AI tools like ChatGPT can act as your personal detective, gathering and summarizing information from across the web and pulling resources on your chosen topic incredibly quickly.

Keep in mind, that it's still important to check all your gathered research, making sure it’s current and correct. Faster isn’t better if your research is dated or originates from weird sources. Think of AI as the Watson to your Sherlock—always ready with the facts, minus the tweed jacket.

The Stats

Gartner reports that companies using AI for market research are able to complete their research processes faster than those relying solely on human effort, and by 2025 90% of current analytics content consumers will become content creators enabled by AI. Additionally, the Harvard Business Review notes that AI-powered research tools can increase the accuracy of data analysis by up to 40%.

Writing Assistance: Because We All Need a Little Help

Let's face it, writing can be tough. Even the best writers have days when they can't seem to string a sentence together. Enter AI, your new writing assistant who’s always in a good mood and never steals your lunch from the office fridge. Let’s talk about some best practices for writing with your new companion.

Let AI take the reins for that daunting outline; it generates coherent, contextually relevant text you can leverage to create your first draft. I wouldn’t recommend having the AI tool you’re using actually create the first draft for you, but getting a helping hand with a documents structure can really take some weight off your project.

Another good place to let your AI writing assistant shine is editing and proofreading. AI tools can check your grammar, suggest stylistic tweaks, and ensure everything aligns with your brand’s voice, if your prompt includes this information. It’s like having an editor who never sleeps. Need convincing to take the plunge? Grammarly alone claims to help 90% of their users feel that they save time and have improved writing, ensuring your content is polished to perfection.

Conclusion: Embrace the AI Revolution in Marketing Content Creation

Leveraging AI tools like ChatGPT for marketing content creation isn't just a smart move—it's practically a superpower. From ideation and research to writing assistance and optimization, AI is the ultimate sidekick for marketers looking to elevate their content game.

However, also be sure to come up with specific and targeted prompts to get the best out of AI, and fact-check all of the outputs. After all, there’s nothing that quite compares to human creativity and insight (sorry robots)! Check out our recent blog, “Leveraging AI for Content Creation and Marketing” to dive deeper into that discussion. 😉

So, next time you're feeling stuck or overwhelmed, remember that you have a suite of AI tools at your disposal, ready to make your life easier and your content better. With these best practices, you'll be well-equipped to navigate the ever-evolving landscape of digital marketing with confidence and a touch of humor. Happy marketing, and may the AI be ever in your favor!

B2B Marketing Strategies Blog

How to Build a LinkedIn ABM Target Account List That Actually Converts for B2B Tech Companies

Why Your LinkedIn ABM Target Account List Is the Single Biggest Lever for B2B Tech Marketing

Why LinkedIn Is the Right ABM Platform for Tech Companies

Start With Your ICP, Not LinkedIn's Filters

The Three-Tier Account Targeting Model for B2B Tech ABM

Tier 1: High Annual Contract Value (ACV) Dream Accounts

Tier 2: Strong-Fit, Low-Signal Accounts

Tier 3: Broad ICP Prospects

Why LinkedIn ABM Spend Doesn’t Reach Most Target Accounts

How to Build Your LinkedIn ABM Target Account List: Step-by-Step Framework

Step 1: Pull Your Best-Fit Existing Tech Customers

Step 2: Extract the Patterns

Step 3: Add Tech Stack Signals

Step 4: Build Your Target List in ZoomInfo

Step 5: Enrich Your List

Step 6: Tier Your Accounts

Step 7: Upload to LinkedIn Matched Audiences

Step 8: Set Account-Level Impression Caps

Align With Sales Before You Launch Your LinkedIn ABM Campaign

What to Monitor Once Your LinkedIn ABM Campaign Is Live

Account Penetration Rate

Impression Share by Account Tier

Engagement by Account

Pipeline Influence

Ad Frequency and Fatigue

Frequently Asked Questions:

How many accounts should be on my LinkedIn ABM target list?

Should I use LinkedIn's predictive audiences or manual targeting for B2B tech ABM?

How often should I refresh my LinkedIn ABM creative?

What is account-level impression capping and why does it matter?

How do I align sales and marketing on the LinkedIn ABM target account list?

Marketing-as-a-Service vs Marketing Staff Augmentation: Which Option is Right for you?

What is Marketing-as-a-Service (MaaS)?

What is Marketing Staff Augmentation?

Which Option Is Right for You?

1. Scope of Support

2. Ownership and Accountability

3. Speed to Value

4. Cost Structure

5. Flexibility vs. Control

Making the Most of MDF Funds: Choosing Between MaaS and Staff Augmentation

Why MaaS Is a Better Fit for MDF-Funded Activities

When Staff Augmentation Might Work Instead

Bottom Line for Maximizing your MDF

In Conclusion

Marketing in 2025: Less Crystal Ball, More Crystal Clear

1. AI Isn’t Coming—It’s Already RSVP’d

2. Data Isn’t Just for Analysts Anymore

3. Phygital Isn’t a Typo

4. Authenticity and Personalization Still Win (Even If It’s Algorithm-Approved)

TL; DR: Your 2025 Marketing To-Don’t List

In Conclusion

Why Software Resellers Should Use ABM for Lead Generation

Table of Contents:

🎯 1. Focus on High-Value Targets

🤝 2. Better Alignment Between Sales & Marketing

📈 3. Personalized Messaging Resonates More

💡 4. More Efficient Use of Resources

📊 5. Improved Attribution and Analytics

🧠 6. Ideal for Complex, Long Sales Cycles

Summary — Why ABM Wins for Software Vendors:

Conclusion

Stop Burning Budget & Start Building Brands: Our Guide to Win on LinkedIn

5 Second Summary:

Why LinkedIn? AKA: The Business Party You Actually Want to Be At

LinkedIn Ads: The Long Game is the Only Game

Targeting: The Secret Sauce (With a Dash of Math)

Ad Formats That Actually Work (And the Ones We Ghosted)

What Makes a LinkedIn Single Image Ad Pop?

Mastering the DM Slide: LinkedIn Message Ads That Don’t Suck

Key Takeaways

Final Thoughts: LinkedIn Isn’t Magic, But It Is a Power Move

The Power of Video Marketing in B2B Sales Enablement

Why Video is a Game-changer for B2B Sales

The Psychology Behind Video in B2B Sales

Why Video Works: Emotion Drives Decision-Making

B2C Video Strategies That Work in B2B Marketing

B2B Video Types Inspired by B2C Marketing

Explainer & Product Demo Videos – Creating Instant Clarity