Top 7 LinkedIn Ads Benchmarks Every B2B SaaS Marketer Needs to Watch For in 2026

When a visitor from a target industry arrived on DocuSign’s site, they would see tailored case studies, testimonials, and resources relevant to their sector. It scales personalization without manual effort and instantly identifies warm prospects. For example, a target might get a LinkedIn message from an SDR, followed by a personalized email, then a piece of tailored direct mail, then an invitation to a small VIP event – all reinforcing the same core message. For instance, if a CMO at a target bank was viewing retail-focused whitepapers, the next touch might be a tailored email highlighting Adobe’s retail analytics solutions. By aligning marketing with sales and concentrating on a vertical (healthcare), Salesforce turned specific accounts from cold prospects into warm leads.

Of course, it’s possible to have more than 1 ideal customer profile—especially if your business offers more than 1 product or service. This profile might include your ideal account’s business objectives, company size, revenue model, or products or services they already use. The abm campaign first step often involves creating an ideal customer profile. As your campaign grows, you can assign additional salespeople to each marketer to help attract other target accounts. If you’re just starting, a team of 1 marketer and 1 sales rep is often enough to start identifying and targeting accounts. Since ABM campaigns require strong cooperation between sales and marketing, implementing them can help bridge many sales-marketing gaps.

Instead of using a generic approach, ABM allows marketers to create personalized messaging for target accounts. One-to-one or one-to-few ABM is a bit more labor-intensive but helps close big deals. If you want to build ABM campaigns that consistently generate high-quality leads and revenue, this guide will show you how. We combine our own experience using ABM at Leadfeeder with insights from industry leaders to show how top teams plan campaigns, which tactics drive the highest ROI, and what makes them successful. It acknowledges the reality of how B2B purchases occur today, involving multiple stakeholders and complex decision-making processes, and provides a framework for navigating that complexity successfully. We understand that every B2B company faces unique challenges.

How to build an ABM strategy: 8 pillars

They have invaluable insights about which accounts not only convert but stick around and grow with you. Your Ideal Customer Profile (ICP) serves as the foundation that supports your entire ABM strategy. You're balancing personalization with scalability by creating content for clusters of accounts with common pain points or industry challenges. You're typically targeting just 5-10 extremely high-value accounts with completely customized campaigns. Modern intent data can reveal accounts actively looking for what you offer. This required collaboration breaks down traditional departmental silos, creating a unified approach to winning accounts.

Step 1: Aligning Teams and Setting Clear ABM Goals

Everybody wants to have Apple’s logo on their website, but if Apple has 0 interest in your product, you’re going to waste your budget. To end this massive guide, I want to share typical mistakes B2B companies make with ABM. We collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee. Look at the demand generation campaigns you’re currently running and define the engagement data you can leverage. One of the most common mistakes I see B2B companies make is creating siloed demand generation and ABM functions.

You might also consider working with a data vendor like LeadGenius to support your account selection efforts. Terminus offers an excellent ideal customer profile worksheet here. After you’ve identified these “target” accounts, you focus all your sales and marketing efforts on winning some percent of these 100 companies. A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers. So here’s a primer on account-based marketing to help you understand what it is, how it’s done, if you should do it, and the tools you’ll need.

When running LinkedIn advertising campaigns, CTR measures how many people click your ad out of everyone who sees it. These insights help refine and optimize your ABM strategy over time. Every interaction is highly tailored, based on each account’s business goals, pain points and buyer journey stage. The level of personalization increases, with messages now tailored to specific industries and buyer personas. In this phase, marketing and sales teams work together to prioritize high-intent accounts—those that have downloaded content, visited key webpages or engaged with ABM-driven messaging.

"Userled completely transformed how we approach ABM. We've gone from manually supporting a handful of accounts to running personalised campaigns for over 1,000 globally, all while launching faster, engaging more buyers, and giving our team back time to focus on strategy." B2B SaaS companies seeking an integrated partner to align marketing and sales efforts for accelerated revenue growth and improved conversion rates. Their leadership in ABM research and benchmark studies provides clients with data-driven insights unavailable elsewhere. With decades of B2B marketing expertise, Momentum ITSMA excels at deploying sophisticated ABM programs for multinational corporations across diverse markets and cultures . The combination of their SEO expertise with targeted account engagement created a multiplier effect we never anticipated.” — Enterprise Software CEO

LiveRamp is a data connectivity platform that helps businesses integrate and activate their customer data across various marketing channels. DocuSign chose six key industries to focus on and created tailored content for each, including customer testimonials, peer logos, and industry-specific resources. Instead, they leverage real-time data, AI-driven insights, and automation to create hyper-personalized experiences for decision-makers.

Planning & Launching ABM Campaigns Step-by-Step

We published a detailed guide on developing an ideal customer profile for a B2B company, so I’ll share only the most important pillars of it. I’ll share the examples and playbooks of these campaigns later in this guide. There are 4 goals ABM helps to achieve (net new revenue is just one of them). When ABM vendors talk about account-based marketing or share ABM playbooks, they are biased and create a wrong understanding of ABM. If ABM is a right fit for your company, get step-by-step guidelines on developing an ABM strategy from scratch in our ABM playbook.

• CEO of Zoomforth, co-founder of Think Training & Development, and co-author of The River of Poo — a guide to motivation, happiness, success and resilience.
• This guide will walk you through the key steps to build winning ABM campaigns that drive real results in 2025.
• By aligning marketing with sales and concentrating on a vertical (healthcare), Salesforce turned specific accounts from cold prospects into warm leads.
• A strong nurturing strategy keeps your brand top-of-mind and moves prospects closer to a deal.

Week 1: Foundation Setting

With ABM, targeting becomes simple and less money is wasted on testing audiences or showing ads to unqualified prospects. ABM helps the marketing team optimize their ad spend by only targeting key accounts. When sales and marketing agree on the accounts to target, you guarantee that efforts will align. ABM is typically used by larger enterprises as it can be resource-heavy, but, companies of all sizes can apply the concept to help use their resources more efficiently. It is a highly effective way to engage with and close high-value accounts, and in this post we’ll draw on our expertise to show you how you can benefit from it too.