What we do · LinkedIn ABM
Account-based marketing for engineering firms, on LinkedIn and by hand
When the account list is short and each contract is large, one email to one person isn't enough. The engineer specifies, procurement runs the tender, someone else holds the budget. ABM reaches all three, in a co-ordinated way, from your own people's profiles.
A twenty-minute call with Kirish.
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- KSM-WKS-05
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- ALL SECTORS
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- 4.0
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- ISSUED FOR ENQUIRY
Account-based marketing (ABM) for an engineering firm means treating each high-value target account as its own campaign: mapping the people involved in the decision, and reaching each of them with content and messages that fit their part in it. KS Media runs it on LinkedIn, by hand, inside the outbound workstream of the Pipeline Engine, when the Diagnostic finds an account list that warrants it.
Fit
When ABM is worth it, and when it isn't
Worth it
- A list of tens of accounts rather than hundreds.
- Contracts or frameworks worth six figures.
- Three or more people in each decision.
- A long tender or approval process.
Not worth it
- Short sales with one decision-maker.
- A list of hundreds of similar accounts, where outbound alone does the job.
- Firms whose salespeople won't post or connect on LinkedIn.
What happens inside an ABM account
- Map the people involved in the decision at each account: engineering, procurement, operations, the budget holder.
- Connection requests and messages from your salespeople's and engineers' own profiles, written for each role and sent by hand.
- The technical pieces put in front of the people who would use them: the application note for the engineer, the contract explainer for procurement.
- Every touch logged against the account, so your sales team sees the whole account rather than one contact.
What we don't do
- LinkedIn automation tools of any kind.
- Paid LinkedIn ads, unless the plan calls for them, and then the spend sits in your own ad account.
- Messages from profiles of people who haven't agreed to it.
FAQ
Straight answers
Choosing a short list of high-value accounts and treating each as its own campaign: identifying the people involved in the purchase, and reaching each with content that fits their role. It suits manufacturers and engineering firms whose contracts involve several decision-makers and long approvals.
No. Most of the work is connection requests, messages and content shared from real people's profiles. Paid ads are added only when the plan shows they're worth it, and the spend stays in your own account.
Your salespeople's and engineers', with their agreement. Every message is written for them to approve and is sent by hand.
No. It runs inside the outbound workstream of the Pipeline Engine when the account list warrants it, at no extra fee.