Dumping one LinkedIn post here in case someone is interested in the RevOps and ABM domain👇 If you're running paid media, you need to know this about your CRM. I was once auditing a LinkedIn Ads account, Everything was live on a call along with the founder and the ads manager... B2B SaaS, 50-100 employees, 5 people marketing team and growing, So one can say they were an Hyper Growth startup 🤷‍♀️ They had burnt a huge spend on the platform and had even paused some of their campaigns. While reviewing their campaign structure I spotted a fundamental mistake I called it off quite instinctively, "The naming of your campaigns seems weird" Folks were running campaigns, just based on geography and formats... An average campaign would look like, "SEA Single Image Ad 4-07-2023". I brought it to their attention and thought is was a one-off mistake, But on the contrary, throughout the months, seeing multiple ad accounts I have observed this to be the majority campaigns on LinkedIn. I used to give theoretical advice like, "Work on Segmenting your Campaigns relevantly" or "Work on your Ad creatives" But I have come to notice that this is not an Ads problem, this is not even a core Marketing problem...this is a 𝗥𝗲𝘃𝗢𝗽𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺! The roots of the segmentation problem lies in how sales and marketing organize their data inside their CRMs. Most Sales and Marketing teams do not have the necessary sync on the 'utility of data' they have in their CRMs, - 𝘖𝘶𝘵𝘥𝘢𝘵𝘦𝘥 𝘥𝘢𝘵𝘢 - 𝘕𝘰𝘯-𝘤𝘭𝘢𝘴𝘴𝘪𝘧𝘪𝘦𝘥 𝘴𝘶𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦 𝘥𝘢𝘵𝘢(𝘕𝘰𝘯 𝘳𝘦𝘱𝘰𝘳𝘵𝘢𝘣𝘭𝘦 𝘧𝘰𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨) - 𝘓𝘢𝘤𝘬 𝘰𝘧 𝘳𝘦𝘲𝘶𝘪𝘳𝘦𝘥 𝘤𝘶𝘴𝘵𝘰𝘮 𝘱𝘳𝘰𝘱𝘦𝘳𝘵𝘪𝘦𝘴 - 𝘓𝘢𝘤𝘬 𝘰𝘧 𝘯𝘦𝘤𝘦𝘴𝘴𝘢𝘳𝘺 𝘸𝘰𝘳𝘬𝘧𝘭𝘰𝘸𝘴 𝘵𝘰 𝘥𝘦𝘵𝘦𝘤𝘵 𝘳𝘦𝘷𝘦𝘳𝘴𝘪𝘣𝘭𝘦 𝘪𝘴𝘴𝘶𝘦𝘴 Usually I have to fix this for our clients, so here is how I would approach this: 👉1. Create a core ABM strategy, bucket down your prospective deals into Tier-1, Tier-2 and Tier-3. 👉2. List down the properties you would need for each tier, depending upon how personalized your campaigns would be to them. 👉3. List down all tech you would need, Data & Enrichment-Personalization-Automation...everything. 👉4. Sit down with Leadership and Sales/Product teams to align on an ideal Opportunity/Lead flow map from start to close. 👉5. Use AI to classify subjective data, say, giving a prompt on ChatGPT to classify Problem statements of 100 deals into 5 Major Categories. 👉6. Connect LinkedIn Ads Account to your CRM, 👉7. Use Custom Audiences imported from data directories(or well researched filters for LinkedIn Audiences). 👉8. Segment and Name your campaigns based on Tier(1/2/3), Intent or engagement. Of course all this does not mean that you don't have to segment for Geographies, formats...you need them too. But having half baked segmentation can never result in high returns...it's Marketing 101... Doing all this would ensure that you have a amazing backbone of strategy, sync and relevant data to crush your campaigns.