• You work in B2B?
  • Do you need to target very specific companies with high potential in your prospecting?

πŸ‘‰ This article is for you.

In this article, we will give you the keys to do Account Based Marketing segmentation. Simply put, find and engage relevant leads based on very advanced segmentation criteria.

Account Based Marketing: Definition and mechanism

What is Account Based Marketing?

Account-Based Marketing (ABM) is a new approach in B2B marketing that consists in optimizing marketing investments to the maximum by targeting only prospects with a high probability of conversion and likely to generate the most revenue.

BPI France.

What is the objective of Account Based Marketing?

Account Based Marketing is a strategy that seeks to engage high potential prospects in personalized prospecting campaigns. Generally we speak of ABM when we seek to target particularprofiles in particular companies.

For example: I’m looking to target the HR departments of growing tech companies in Paris to sell them a recruitment sourcing solution.

Account Based Marketing: Techniques

We will see 2 Account Based Marketing techniques,

  • Scrape the leaders of growing companies.
  • Scrape the profiles of your choice based on sectors of activity, size…

Account Based Marketing : Segmentation on growth.

  • Difficulty: 3/5
  • Time to complete: 20 minutes.

You will need

Account Based Marketing – Growing Business

πŸ‘‰ The Google Sheet is available upon request at this link

Account Based Marketing : Segmentation on Linkedin data.

  • Difficulty: 1/5
  • Time to do it: 5 minutes.

You will need

* A little hack is waiting for you to be able to scrape only with a traditional plan but it will be a little less accurate.

Here is the example we will develop in our ABM technique

“I’m looking to get in touch with the HR departments of companies in the real estate sector with more than 100 million in sales and whose headquarters are in France.”

Step 1: Company segmentation.

On Linkedin sales Navigator do an Account search with your criteria. In our example

  • In France
  • Real Estate
  • >= 100 millions of turnover

πŸ‘‰ We find then at the time I write this article 82 results.

Account Based Marketing - Sales Navigator

Account Based Marketing – Real Estate

Step 2: Create a list of Account

β˜‘οΈ You have Linkedin Sales Navigator “Team .”

Now launch derrick app and use the Import Companies function to do this:

  1. On Google Sheet open “Extension”
  2. Click on “Linkedin Importer – Derrick”
  3. Derrick opens
  4. Choose “Import Companies”
  5. Add the LinkedIn Sales Navigator URL from your search

πŸ‘‡πŸ‘‡πŸ‘‡πŸ‘‡

Account Based Marketing - Import Account to Derrik
Import Account derrick

Then add the list in Sales Navigator to your list like this

  • Go to the “Account Result” tab
  • Click on “Create Account List
  • Upload your list
  • That’s it, you have an account list in Linkedin sales Navigator.

There is also the less “lazy” version which consists in going on each page and adding the companies in a list like this with 82 results it’s ok but by doing like this you have to go on each page of your search and import in a list 25 results by 25 results (it can be very long…)

Account Based Marketing - Create List on Sales Navigator
How to waste time without Linkedin Sales Navigator Team
❌ You don’t have Linkedin Sales Navigator “Team”

There are 2 solutions to create our list

  • Do it by hand as explained in the gif just above.
  • Do it in query that I explain just below πŸ‘‡πŸ‘‡

Do the first 5 steps in the “team” section and then do this:

We will use 2 formulas in our Google Sheet

  • The first one is to add boolean operators that we will use later
  • The 2nd one is to group everything together in the same cell.

1st formula

="'"&{{companyName}}"' OR "
  • Replace {{companyName}} by the cell where the company name appears
  • Then draw this formula over your entire list.

2nd formula:

=concatenate({{yourcolumn}})
Account Based Marketing - Google sheet Formula
Google sheet formula

⚠️ on the last line of your file where you did the 1st formula replace the formula with

="'"&{{companyName}}&"'"

Well done. Let’s go on to the next step?

Step 3: Make a list of prospects based on our company list.

We will make a list of prospects, it’s very easy

  • On Linkedin Sales Navigator, go to the tab “Lead Results”
  • Make your lead criteria, as a reminder here is our example

“I’m looking to get in touch with the HR departments of companies in the real estate sector with more than 100 million in sales and whose headquarters are in France

So my lead criteria are:

  • HRD
  • CXO / Director
  • Title: HRD and co.
Account Based Marketing - Lead list

β˜‘οΈ If you have a list:

  • In Custom List, simply add your list.
Account Based Marketing - Custom List

❌ If you don’t have a list (I recommend you make one the results will be much more accurate)

  • In the “Keyword” field retrieve the concatenate formula and paste the value into that field
Account Based Marketing - Keyword boolean

Step 4: Import the leads

You have done the hardest part, now you just have to launch the import on derrick

  • open derrick
  • Use the Import Leads function by giving the url of your search to Derrick.
  • Derrick will import your leads into Google Sheet

Congratulations, you now have a list of qualified leads to prospect.

Data enrichment for Account Based Marketing

Data enrichment in the context of an Account Based Marketing strategy is almost mandatory. The more data you have on your targets, the more you will be able to understand their stakes, problems, needs and therefore have an additional chance to attract their attention

To enrich data with derrick it is very very simple

  • You want to enrich the data of the companies to get more information about it? For example, the postal address, the number of employees, the url of the website
    πŸ‘‰ Just use the Enrich Companies function of derrick.
  • Do you want to enrich the leads data to retrieve more information about them?
    for example, the postal address, the number of employees, the url of the website… ?
    πŸ‘‰ Simply use the Enrich Leads function of derrick.
Account Based Marketing - Enrich Account with derrick


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