Track Target Accounts Awareness and Conversions using Fibbler
Quick Links
Introduction
Using LinkedIn ads to get your target accounts and personas familiar with your brand is a go-to strategy for many B2B marketers.
But let's face it—measuring the impact of awareness campaigns on a specific list of accounts (sometimes with thousands of employees) isn't easy.
The data is usually available in ad platforms, but using it in CRM tools can be tricky.
Our hypothesis: if we could bring company-level ad engagement signals into our CRM, we could make our ABM program more impactful and our sales efforts more effective.
Thanks to Fibbler, we've made it happen—here's how.
Some Context
At Livestorm, we took a deliberate approach to refine our ABM: 626 handpicked target accounts (our ICP) that we want seeing our LinkedIn ads — so they already recognize our brand when our sales team reaches out.
We started running LinkedIn ads on a budget, running on a €5k/month budget to promote posts and engage with our ICPs.
Our posts are a mix of high-quality LinkedIn content tailored to resonate with our target industries and personas, plus weekly Thought Leadership posts from our CEO.
To make tracking easier, we connected Fibbler to HubSpot so we can pull in fresh LinkedIn data on account reach and engagement.
Getting Started
LinkedIn's Campaign Manager gives you access to global ad metrics like spend and influenced accounts for any date range you choose.
Fibbler takes this data to the next level. It calculates an engagement score and makes weekly syncing to your CRM super easy. Its killer app? The ability to sync detailed ad metrics from the past 7, 30, and 90 days straight to your CRM account attributes.
Step 0 - Map and tag ICP accounts in your CRM
There are plenty of ways to identify and organize your ICP accounts in the CRM. We decided to create an "Ideal Customer Profile Tier" property based on our internal criteria. We use three values: Tier 1, Tier 2, and Tier 3. The top-tier accounts are marked as "Tier 1" and are the ones highlighted on our ICP dashboard.
Tier 1 accounts get special marketing and sales attention: extra budget for ABM initiatives and personalized 1:1 experiences.
Why? Based on the success rates and deals we've seen with similar customers in our portfolio, they just have a better chance of converting and tend to have a higher ACV.
Step 1 - Sync Fibbler with your CRM
After you've connected your LinkedIn ad account to your CRM with Fibbler, you're all set to turn on your data syncs.
Once it's enabled, 9 new properties will automatically show up in your HubSpot company object. These include synced time period.
Every week, data from your matched accounts will sync into these properties. Here's a preview of LinkedIn Ad metrics for a sample of accounts.
Step 2 - Store ad metrics in custom object (optional)
Since the Fibbler x HubSpot sync erases account property values every week, storing this data in a custom object is a must—especially if you want to track impressions, engagement, and clicks over time.
At Livestorm, we've set up a custom object specifically for our "Brand awareness" signals: website visits, video views, and ad engagement. This object is linked to the company profile and shows up alongside other signals we track (check out the example below).
Note: Our Marketing Hub Enterprise Licence allows us to setup a maximum of 10 custom objects and 500K total records on all custom objects.
Once the object is created in HubSpot, you can create new records (LinkedIn Ad Impression, Engagement, Click) using a HubSpot Workflow as detailed by Freddie Hammond in this other guide.
Step 3 - Track your ICP Accounts Engagements and Conversion Progress in a Dashboard
When you sync your LinkedIn data to HubSpot with Fibbler, you can start creating a dashboard to keep track of account engagements and get a clear view of your conversion funnel.
Here's the display we picked to showcase the engagement levels of our Tier 1 accounts:
And here's a snapshot for the month of November 2024:
- 82% have seen at least one ad (180 impressions/account in avg)
- 10% have engaged with the ads (8 engagement/account in avg)
- 5% have clicked on them
The best part is that we've also saw qualified leads and opportunities: 22 content downloads in total and 4 opportunities created by our sales team!
To build this dashboard, we've created a dedicated report for each tile:
- For the Ads Impressions, Engagement, Clicks, we're using the company properties enriched by Fibbler, and filtering the companies using our property.
- For the downloads, we're looking at new leads created in the last 30 Days (associated to a Tier 1 company) that came through the LinkedIn Ad source.
- For the opportunities, we are filtering on Tier 1 accounts with an opportunity opened in the last 30 days.
Feel free to adjust the display or change the lookback window to fit your needs!
Written by
Benoit Leggieri
Head of Growth @ Livestorm