Account-Based Marketing (ABM) is the most effective way for Australian B2B companies to stop wasting ad spend on irrelevant clicks and start engaging the decision-makers that actually move the needle. By flipping the traditional marketing funnel, you focus your budget on a curated list of high-value accounts rather than casting a wide, expensive net.
Why Account-Based Advertising Matters
In the Australian B2B landscape, the number of potential clients for your high-ticket services is often quite small. Traditional lead generation often brings in 'tyre kickers' or small businesses that don't have the budget for your solutions. Account-Based Advertising (ABA) allows you to serve ads specifically to the employees of your target companies, ensuring your brand is top-of-mind when their board or procurement team begins the tender process.---
Prerequisites: What You’ll Need
Before you dive into the platforms, ensure you have the following ready:- A Target Account List (TAL): A CSV file containing company names, domains, and ideally, specific contact emails.
- Active Ad Accounts: Access to LinkedIn Campaign Manager (essential) and Google Ads (optional but recommended).
- Tracking Pixels: Ensure the LinkedIn Insight Tag and Google Tag are installed on your website.
- Creative Assets: Banners and copy tailored to specific industries or pain points.
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Step 1: Define Your Ideal Customer Profile (ICP)
You cannot target everyone. Start by identifying the characteristics of your best customers. Look at your current CRM data—which Australian companies have the highest lifetime value? Consider industry (e.g., Mining in WA, Fintech in Sydney), company size (by revenue or headcount), and location.Step 2: Build Your Target Account List (TAL)
This is the foundation of your campaign. Use tools like LinkedIn Sales Navigator or Apollo to export a list of companies that fit your ICP. For an effective ABA campaign, aim for a list of at least 200–500 companies. While LinkedIn allows smaller lists, a larger pool ensures better delivery and lower costs.Step 3: Identify Key Decision Makers
Within those companies, who needs to see your ads? In a typical Australian B2B sale, there are 6–10 stakeholders involved. These usually include the 'Champion' (user), the 'Financial Buyer' (CFO/Procurement), and the 'Technical Gatekeeper' (IT Manager). Note down their job titles and seniority levels.Step 4: Map Your Content to the Buyer’s Journey
Don't just run 'Book a Demo' ads. Create a content map:- Awareness: Educational blog posts or industry reports (e.g., "The State of Cybersecurity in Australian Manufacturing").
- Consideration: Case studies or webinars showing how you solved a problem for a similar Australian firm.
- Decision: Free audits, trials, or direct consultations.
Step 5: Set Up Your LinkedIn Matched Audience
Log into LinkedIn Campaign Manager. Go to Account Assets > Matched Audiences. Click Create Audience > Company / Contact List. Upload your CSV.Screenshot Description: You should see an upload interface where LinkedIn asks you to map your columns. Ensure your 'Company Website' and 'Company Name' columns match LinkedIn’s requirements for the highest match rate.
Step 6: Layer Your Targeting
Once your list is uploaded (it may take 24–48 hours to process), create a new Campaign Group. Select your Matched Audience as the primary target, but then layer it with the job titles or functions you identified in Step 3. This ensures you aren't paying to show ads to the office junior at a target firm, but rather the Directors and VPs.Step 7: Choose Your Ad Format
For ABA, we recommend a mix of:- Single Image Ads: Great for high-level awareness.
- Document Ads: Excellent for lead gen—users can download your whitepaper or case study without leaving LinkedIn.
- Conversation Ads: These land directly in the member's inbox, appearing as a personal message from one of your executives.
Step 8: Set Your Budget and Bidding
ABA is more expensive on a Cost-Per-Click (CPC) basis than general interest targeting, but the lead quality is significantly higher. In Australia, expect to pay anywhere from $8 to $20 per click for senior decision-makers. Use 'Manual Bidding' initially to ensure you aren't overpaying while the algorithm learns.Step 9: Create Highly Personalised Ad Copy
Use the 'Company Name' in the ad copy where possible, or reference industry-specific challenges. For example: "Is your Sydney-based logistics firm struggling with rising fuel costs?" Personalisation at the industry level significantly increases Click-Through Rates (CTR).Step 10: Implement Multi-Channel Retargeting
Once a prospect from your target list clicks an ad and visits your site, don't let them disappear. Use Google Display Network to show them 'reminder' ads as they browse other Australian news sites or industry forums. This makes your business look much larger and more established than it may be.Step 11: Align Marketing with Sales
This is where most ABM campaigns fail. Inform your sales team when a target account is engaging with ads. If three people from 'Company X' have clicked your ads this week, it is the perfect time for your BDM to send a personalised LinkedIn connection request or a cold call.Step 12: Monitor and Optimise
Check your 'Company Engagement' report in LinkedIn. This will show you exactly which companies from your list are clicking your ads. If high-value accounts aren't engaging, you may need to refresh your creative or offer a more compelling lead magnet.---
Pro Tips for Success
- The Power of 'We': Use inclusive language. Instead of "We provide IT services," try "Helping Australian retailers scale their IT infrastructure."
- Exclude Current Clients: Don't waste money showing 'New Customer' offers to people who already pay you. Upload your current client list as an exclusion audience.
- Check Your ABN: Ensure your billing details are correct for Australian GST purposes to avoid account suspension.
Common Mistakes to Avoid
- Too Small an Audience: If your list is too narrow (e.g., only 10 companies), your ads may never serve because the daily active user count is too low.
- Poor Landing Pages: Don't send high-value prospects to a generic 'Contact Us' page. Build a dedicated landing page that speaks to the specific industry you are targeting.
- Setting and Forgetting: ABA requires weekly monitoring to ensure you aren't burning budget on accounts that have no intention of buying.
Troubleshooting
- Ads Not Serving: Check your audience size. If it's under 300 people, LinkedIn often won't run the ads. Expand your job title targeting within those companies.
- Low Match Rate: If LinkedIn only matches 30% of your list, check your CSV formatting. Use company domains (e.g., website.com.au) rather than just names.
- High CPC but No Leads: Your offer might be too 'heavy.' Try offering a lower-friction asset like a checklist or a 2-minute video instead of a 30-page whitepaper.
Next Steps
Now that your advertising is live, it's time to look at your broader strategy. You might want to explore:- How to write B2B email sequences that convert.
- Setting up LinkedIn Lead Gen forms for higher conversion rates.
- Advanced CRM integration for sales and marketing alignment.
If you need help building your target account list or managing your high-performance B2B campaigns, the team at Local Marketing Group is here to help. Contact us today to discuss your ABM strategy.