Account-based marketing (ABM) is everywhere in B2B marketing and LinkedIn advertising right now, and a surprising number of people still can’t say what it is.

In this episode, Jono Duguid, Group Head of Marketing & Sales at R17 Ventures AG, and Léhan Claassen, Strategy Lead at R17 Ventures AG, break it down from the ground up: the spear versus the net, why LinkedIn is the channel it runs on, and the order we use with clients: find the companies, confirm they’re on LinkedIn, map the buying committee, then write the message for the role.

They also cover what gets skipped. Why an unverified list spends your budget on the wrong accounts, faster. Why bidding on a lead-gen objective for a decision-maker who will never fill in a form is paying LinkedIn’s highest rate for nothing. How LinkedIn shows which companies saw and clicked your ads, and how sales turns that into an introduction instead of a cold call. Why 50 target companies isn’t enough and what the working minimum actually is (3,500 to 5,000 people). How to stop a small audience seeing the same ad every three days. And where ABM goes beyond LinkedIn: Meta for retargeting, Google for intent, and what AI can now do for account research.

Read more about ABM for B2B:

• What Is Account-Based Marketing? A Practical B2B Guide
• ABM Beyond LinkedIn: How to Align Paid Media and Sales

Connect with our Speakers on LinkedIn:

• Jono Duguid
• Léhan Claassen

Find out more about R17: r17ventures.com

Topics: account-based marketing, ABM, B2B marketing, LinkedIn Ads, paid social, demand generation, lead generation, buying committee, sales and marketing alignment.