Update to Ad Superpowers

{
  "name": "linkedin-abm-targeting-strategy",
  "description": "This skill should be used when the user asks to \"target specific companies on LinkedIn\", \"build an ABM campaign\", \"reach the buying committee\", \"create a company list for LinkedIn\", or mentions \"account-based marketing\", \"decision-maker targeting\", or \"account penetration\". Do NOT use for: general LinkedIn campaign optimization (use linkedin-performance-troubleshooter), lead form strategy (use linkedin-lead-gen-optimizer), or campaign scaling (use linkedin-campaign-scaling-guide).",
  "included_files": [],
  "skill_md_contents": "---\nname: linkedin-abm-targeting-strategy\ndescription: \"This skill should be used when the user asks to \\\"target specific companies on LinkedIn\\\", \\\"build an ABM campaign\\\", \\\"reach the buying committee\\\", \\\"create a company list for LinkedIn\\\", or mentions \\\"account-based marketing\\\", \\\"decision-maker targeting\\\", or \\\"account penetration\\\". Do NOT use for: general LinkedIn campaign optimization (use linkedin-performance-troubleshooter), lead form strategy (use linkedin-lead-gen-optimizer), or campaign scaling (use linkedin-campaign-scaling-guide).\"\n---\n\n# LinkedIn ABM Targeting Strategy\n\n## Purpose\n\nHelp advertisers build and execute account-based marketing campaigns on LinkedIn by mapping target accounts to decision-maker personas, building tiered company lists, and layering seniority/function targeting for maximum account penetration. ABM on LinkedIn consistently delivers 2-5x higher conversion rates vs broad targeting, but only when the targeting architecture is correct.\n\n## When to Use This Skill\n\nInvoke when user mentions:\n- **ABM campaigns:** \"I want to target specific companies on LinkedIn\"\n- **Company list targeting:** \"I have a list of target accounts\"\n- **Decision makers:** \"How do I reach the buying committee?\"\n- **Account penetration:** \"I need to reach multiple people at the same company\"\n- **Named account strategy:** \"We're doing account-based marketing\"\n- **Enterprise targeting:** \"How do I target Fortune 500 companies?\"\n\n## Required Tools\n\n| Tool | Purpose |\n|------|---------|\n| `linkedin_query` | Pull campaign data, audience sizes, and targeting configurations |\n| `linkedin_get_analytics` | Measure account penetration, engagement rates by company |\n\n---\n\n## Part 1: ABM Tier Architecture\n\n### Three-Tier Account Model\n\nABM effectiveness depends on matching investment level to account value. Never treat all target accounts the same.\n\n```\nTIER 1: Strategic Accounts (5-25 accounts)\n├── Highest deal value (>€50K ACV)\n├── Named account campaigns (1 campaign per 3-5 accounts)\n├── Fully custom creative per account cluster\n├── Budget: 40-50% of total ABM spend\n├── Goal: Multi-threaded engagement (3+ contacts per account)\n└── Measurement: Account penetration rate, meetings booked\n\nTIER 2: Target Accounts (25-200 accounts)\n├── Medium deal value (€10K-50K ACV)\n├── Grouped campaigns by industry/segment (10-30 accounts each)\n├── Semi-custom creative per segment\n├── Budget: 30-35% of total ABM spend\n├── Goal: Initial engagement + MQL generation\n└── Measurement: Engagement rate, lead volume, pipeline influenced\n\nTIER 3: Market Accounts (200-1,000 accounts)\n├── Lower deal value (<€10K ACV) or early-stage prospects\n├── Broad campaigns by firmographic cluster\n├── Template creative with dynamic elements\n├── Budget: 15-25% of total ABM spend\n├── Goal: Awareness + demand generation\n└── Measurement: Reach, website visits, content engagement\n```\n\n### Company List Upload Requirements\n\nLinkedIn Matched Audiences company list specs:\n- **Minimum:** 300 companies per list (LinkedIn requires this for delivery)\n- **Recommended:** 1,000+ companies for stable delivery and optimization\n- **Format:** CSV with company name + domain (both required for best match)\n- **Match rate benchmark:** 60-80% typical; below 50% indicates data quality issues\n- **Update cadence:** Re-upload monthly to capture CRM pipeline changes\n\n### Data Enrichment Before Upload\n\nAlways enrich lists before uploading to maximize match rates:\n\n| Field | Priority | Impact on Match Rate |\n|-------|----------|---------------------|\n| Company name (exact legal entity) | Required | +40% base match |\n| Company domain (website URL) | Required | +25% match improvement |\n| Company LinkedIn page URL | High | +15% match improvement |\n| Company email domain | Medium | +5% match improvement |\n| Industry/size (for validation) | Low | Used for post-match QA |\n\n---\n\n## Part 2: Decision-Maker Targeting Matrix\n\n### The Buying Committee Framework\n\nB2B purchases involve 6-10 decision makers on average. ABM must reach multiple roles.\n\n```\nROLE IN PURCHASE    │ JOB FUNCTION           │ SENIORITY LEVEL      │ CONTENT ANGLE\n────────────────────┼────────────────────────┼──────────────────────┼──────────────────────\nChampion            │ Core function (e.g.,   │ Manager, Director    │ Product-focused,\n(finds & advocates) │ Marketing, IT, Sales)  │                      │ how-to, comparison\n────────────────────┼────────────────────────┼──────────────────────┼──────────────────────\nDecision Maker      │ Core function or       │ VP, C-Suite          │ ROI, strategic value,\n(signs off)         │ General Management     │                      │ case studies\n────────────────────┼────────────────────────┼──────────────────────┼──────────────────────\nInfluencer          │ Adjacent function      │ Senior, Manager      │ Integration benefits,\n(shapes opinion)    │ (e.g., Ops, Finance)   │                      │ workflow improvement\n────────────────────┼────────────────────────┼──────────────────────┼──────────────────────\nBlocker             │ IT Security, Legal,    │ Manager, Director    │ Compliance, security,\n(can veto)          │ Procurement            │                      │ risk mitigation\n────────────────────┼────────────────────────┼──────────────────────┼──────────────────────\nEnd User            │ Core function          │ Entry, Senior        │ Ease of use, daily\n(uses product)      │                        │                      │ workflow benefits\n```\n\n### LinkedIn Seniority Mapping\n\nLinkedIn seniority levels and their typical roles:\n\n| LinkedIn Seniority | Typical Titles | ABM Use Case |\n|-------------------|----------------|--------------|\n| CXO | CEO, CFO, CTO, CMO, CRO | Final decision maker; strategic messaging only |\n| VP | VP Marketing, VP Engineering, VP Sales | Budget holder; ROI and business impact |\n| Director | Director of Ops, Director of IT | Evaluation leader; comparison and proof |\n| Manager | Marketing Manager, Product Manager | Champion/influencer; tactical content |\n| Senior | Senior Engineer, Senior Analyst | Influencer/end user; product capabilities |\n| Entry | Analyst, Associate, Coordinator | End user; UX and workflow content |\n\n### Job Function Targeting Combinations\n\nHigh-performing ABM function + seniority combinations:\n\n**SaaS / MarTech:**\n```\nPrimary:   Marketing + Director/VP + company list\nSecondary: Information Technology + Manager/Director + company list\nTertiary:  Operations + VP/Director + company list\n```\n\n**Enterprise IT / Security:**\n```\nPrimary:   Information Technology + Director/VP/CXO + company list\nSecondary: Engineering + Manager/Director + company list\nTertiary:  Operations + VP/Director + company list\n```\n\n**HR Tech:**\n```\nPrimary:   Human Resources + Director/VP + company list\nSecondary: Operations + Manager/Director + company list\nTertiary:  General Management + VP/CXO + company list\n```\n\n**Financial Services / FinTech:**\n```\nPrimary:   Finance + Director/VP/CXO + company list\nSecondary: Accounting + Manager/Director + company list\nTertiary:  Information Technology + Director/VP + company list\n```\n\n---\n\n## Part 3: Campaign Architecture for ABM\n\n### Campaign Structure Decision Tree\n\n```\n                    How many target accounts?\n                           │\n              ┌────────────┼────────────┐\n              ▼            ▼            ▼\n          5-25          25-200       200-1,000\n        (Tier 1)      (Tier 2)      (Tier 3)\n              │            │            │\n              ▼            ▼            ▼\n     1 campaign per   1 campaign per   1-3 campaigns\n     3-5 accounts     industry/segment  by company size\n              │            │            │\n              ▼            ▼            ▼\n     Custom creative  Segment-specific  Template creative\n     per cluster      creative          with variations\n              │            │            │\n              ▼            ▼            ▼\n     €50-100/day      €30-75/day       €25-50/day\n     per campaign     per campaign      per campaign\n```\n\n### Layered Targeting Setup\n\nFor each ABM campaign, layer targeting in this order:\n\n**Layer 1 (Required): Company List**\n```\nlinkedin_query(\n    account_id=\"<account>\",\n    entity_type=\"campaigns\",\n    status=[\"ACTIVE\"]\n)\n```\nUpload matched audience list as base targeting.\n\n**Layer 2 (Required): Job Function + Seniority**\nNarrow to relevant decision makers within target accounts.\n\n**Layer 3 (Optional): Skills or Groups**\nAdd skill-based targeting for technical roles (e.g., \"Salesforce\" skill for CRM buyers).\n\n**Layer 4 (Optional): Exclusions**\n- Exclude current customers (upload customer list)\n- Exclude competitors (upload competitor company list)\n- Exclude disqualified leads from CRM\n\n### Audience Size Guidelines for ABM\n\n| Tier | Target Audience Size | Too Small | Too Large |\n|------|---------------------|-----------|-----------|\n| Tier 1 | 1,000 - 10,000 | <500 (won't deliver) | >20,000 (too broad) |\n| Tier 2 | 10,000 - 50,000 | <5,000 (limited optimization) | >100,000 (losing ABM precision) |\n| Tier 3 | 50,000 - 300,000 | <20,000 (underspending) | >500,000 (not really ABM) |\n\nIf audience is too small: Broaden seniority levels or add adjacent job functions.\nIf audience is too large: Tighten seniority, add skill filters, or split into more campaigns.\n\n---\n\n## Part 4: Account Penetration Measurement\n\n### Account Penetration Score\n\nTrack how deeply you're reaching into each target account:\n\n```\nAccount Penetration Score = (Unique Contacts Engaged / Total Buying Committee Size) x 100\n\nBenchmarks:\n- <10%: Low penetration — not enough contacts seeing your ads\n- 10-25%: Developing — early-stage awareness building\n- 25-50%: Strong — multiple decision makers engaged\n- >50%: High penetration — ready for sales activation\n```\n\n### Engagement Depth Scoring\n\nWeight different engagement types:\n\n| Engagement Type | Weight | Signal Strength |\n|----------------|--------|-----------------|\n| Ad impression | 1 | Awareness |\n| Ad click | 5 | Interest |\n| Video view (50%+) | 3 | Consideration |\n| Lead form open | 8 | Intent |\n| Lead form submit | 15 | Strong intent |\n| Website visit (from ad) | 7 | Active research |\n| Content download | 10 | Evaluation |\n| Multiple ad interactions (3+) | 12 | High engagement |\n\n### Measuring with MCP Tools\n\n```\nlinkedin_get_analytics(\n    account_id=\"<account>\",\n    start_date=\"YYYY-MM-DD\",\n    end_date=\"YYYY-MM-DD\",\n    level=\"campaign\",\n    entity_id=\"<tier1_campaign>\",\n    fields=[\"impressions\", \"clicks\", \"costInLocalCurrency\"]\n)\n# Note: per-company breakdown is not available via API — check Campaign Manager\n# Demographics tab for company-level engagement data.\n```\n\nKey ABM metrics to track:\n- **Account reach:** Unique companies reached / total target accounts\n- **Multi-contact reach:** Accounts with 2+ unique contacts engaged\n- **Engagement rate by tier:** Should increase from Tier 3 → Tier 1\n- **Pipeline influence:** Accounts that entered pipeline after ad exposure\n- **Sales cycle acceleration:** Days to close for ABM-touched vs non-ABM accounts\n\n---\n\n## Part 5: LinkedIn Audience Network for ABM\n\n### When to Use Audience Network\n\nLinkedIn Audience Network (LAN) extends ads to partner sites and apps.\n\n**Use LAN when:**\n- Tier 2/3 campaigns need more reach at lower CPMs\n- Frequency is high (>8/month) on LinkedIn feed alone\n- Brand awareness is the primary objective\n- You need to stretch budget across large account lists\n\n**Do NOT use LAN when:**\n- Tier 1 campaigns (keep premium placement)\n- Lead generation is the objective (forms are LinkedIn-only)\n- Conversion tracking requires LinkedIn-specific attribution\n- Brand safety is a top concern (less control on partner sites)\n\n### LAN Performance Benchmarks\n\n| Metric | LinkedIn Feed Only | With LAN Enabled |\n|--------|-------------------|------------------|\n| CPM | €25-60 | €15-35 |\n| CTR | 0.35-0.65% | 0.20-0.40% |\n| Viewability | 70-80% | 50-65% |\n| Lead quality | Baseline | 15-30% lower |\n| Reach extension | Baseline | +30-60% |\n\n---\n\n## Part 6: Account Expansion Strategies\n\n### Expanding from Engaged Accounts\n\nOnce accounts show engagement, expand strategically:\n\n**Horizontal expansion** (more roles at engaged accounts):\n- Add adjacent job functions (e.g., Finance after reaching IT)\n- Lower seniority threshold (e.g., add Manager after reaching Director+)\n- Add Blocker personas (Legal, Procurement) for late-stage accounts\n\n**Vertical expansion** (similar companies to engaged accounts):\n- LinkedIn Lookalike from engaged company list (1% size)\n- LinkedIn Predictive Audiences — AI-generated audiences built from your CRM data or intent signals (available in Campaign Manager under Audiences > Create Audience > Predictive)\n- Industry + company size mirroring of Tier 1 engaged accounts\n- Promote engaged Tier 2 accounts to Tier 1 treatment\n\n**Content expansion** (deeper funnel for engaged accounts):\n```\nStage 1 (Awareness):  Thought leadership, industry trends     → All tiers\nStage 2 (Interest):   Solution overview, comparison guides     → Engaged accounts\nStage 3 (Evaluation): Case studies, ROI calculators            → Multi-contact engaged\nStage 4 (Decision):   Demo offers, free trials, consultation   → High penetration accounts\n```\n\n### Re-Tiering Cadence\n\nReview and adjust account tiers quarterly:\n\n| Signal | Action |\n|--------|--------|\n| Tier 2 account shows 3+ contacts engaged | Promote to Tier 1 |\n| Tier 1 account shows zero engagement after 90 days | Demote to Tier 2 or review ICP fit |\n| Tier 3 account requests demo or starts trial | Promote to Tier 1 |\n| Any account becomes a customer | Move to customer expansion campaign |\n| Account churns or goes dark for 180 days | Remove from active ABM, add to nurture |\n\n---\n\n## Part 7: Budget Allocation Framework\n\n### ABM Budget Calculator\n\n```\nMonthly ABM Budget Allocation:\n\nTotal LinkedIn ABM Budget: €________/month\n\nTier 1 (40-50%):  €________ ÷ [# Tier 1 campaigns] = €________/campaign/day\nTier 2 (30-35%):  €________ ÷ [# Tier 2 campaigns] = €________/campaign/day\nTier 3 (15-25%):  €________ ÷ [# Tier 3 campaigns] = €________/campaign/day\n\nMinimum viable ABM budget:\n- Tier 1 only: €3,000/month (5-10 accounts, 2-3 campaigns)\n- Tier 1+2:    €6,000/month (up to 100 accounts)\n- Full 3-tier: €10,000+/month (up to 1,000 accounts)\n```\n\n### Expected ABM Performance by Tier\n\n| Metric | Tier 1 | Tier 2 | Tier 3 |\n|--------|--------|--------|--------|\n| CPM | €40-70 | €30-55 | €20-45 |\n| CTR | 0.5-0.9% | 0.35-0.6% | 0.25-0.45% |\n| Lead rate | 2-5% of clicks | 1-3% of clicks | 0.5-1.5% of clicks |\n| Cost per lead | €80-200 | €100-300 | €150-500 |\n| Account engagement rate | 40-70% | 20-40% | 10-25% |\n| Pipeline influence | 15-30% of Tier 1 accounts | 5-15% | 2-8% |\n\n---\n\n## Quick Reference: ABM Campaign Checklist\n\n1. Define ICP and build tiered account list (Tier 1/2/3)\n2. Map buying committee roles per tier (Champion, Decision Maker, Influencer, Blocker, End User)\n3. Upload company lists to LinkedIn Matched Audiences (min 300 per list)\n4. Layer job function + seniority targeting on each list\n5. Create tier-appropriate creative (custom → segment → template)\n6. Set budget allocation by tier (40/30/25 split)\n7. Exclude current customers and competitors\n8. Launch and monitor account penetration weekly\n9. Re-tier accounts quarterly based on engagement signals\n10. Coordinate with sales on Tier 1 account engagement handoffs\n"
}