OMR Masterclass 2025: 5 approaches to LinkedIn account-based advertising
OMR Masterclass 2025
5 approaches to LinkedIn account-based advertising that SaaS companies and manufacturers can use to generate more B2B sales appointments immediately
In this masterclass, Hannes (founder of Leadvolution) and Jannis Oertjen (VP Revenue at OMR Reviews) share exclusive insights into the use of LinkedIn Advertising in account-based marketing.
Contents
When it comes to account-based marketing, many people only think of email, phone calls, or LinkedIn messages. LinkedIn advertising, on the other hand, is often overlooked as a channel—even though it offers a wide range of exciting use cases. In this masterclass, Leadvolution will show you five targeting approaches for LinkedIn that you can use to quickly realize the potential of your data. You will also learn which efficient content approaches can help you generate leads with genuine product interest and what you need to do to turn them into valid sales appointments. Together with OMR Reviews, Leadvolution will present further valuable and quickly implementable approaches that can be a real game changer for SaaS companies.
What you can expect:
✅ Technical basics – what is account-based marketing and how does it work in Campaign Manager?
✅ Use cases & structure – what are possible data sources and how can they be used for new customer acquisition and cross-selling/upselling?
✅ Immediately implementable approaches – 5 directly applicable lessons for marketing & sales
✅ Use social touchpoints – 100-200% more leads through social lead qualification
Watch now and use the strategies from the OMR Masterclass for your team.
Contents overview:
“I’m amazed. Thank you very much for this OMR Masterclass.”
Fathi Cevik, Founder RedAppL
“One of the few masterclasses that provides ideas you can implement right away.”
Thomas Maaß, VP of Growth Memberspot GmbH
I gained some very valuable insights from the masterclass. I definitely need to book an appointment with Hannes.
Christine zu Eulenburg, Founder & CEO
Introduction and background (00:43 – 10:47)
• Hannes introduces himself as an industrial engineer with extensive experience in marketing and sales
• He co-founded three startups and worked in marketing/business development
• In 2019, he founded Leadvolution, an agency for B2B social media advertising
• After growing to 35 employees, he decided to downsize
• Jannis Oertjen introduces himself as VP Revenue at OMR Reviews, coming from a background in SaaS sales
Basics of account-based advertising (10:47 – 20:37)
• Agenda: basics, technical background, structures, and concrete approaches
• Account-based advertising enables more precise targeting than LinkedIn’s standard options
• Added value: Better targeting of target groups, use of buying signals, targeting of existing customers
• Reaches the entire buying center, not just individuals as with retargeting
• Compared to cold calling/emails, ABM is less intrusive and offers better scalability
• Technically, it works via LinkedIn Campaign Manager with uploaded company lists
• No data protection issues, as company names are not personal information
Use cases and data sources (20:37 – 30:49)
• Four main areas: approaching new customers, identifying website visitors, CRM, and existing customers
• Data sources for approaching new customers: OMR Reviews, Deal Front, Demand Base, Build With, Crunchbase
• Website visitors can be identified through IP analysis (e.g., with Salesviewer)
• Jannis explains the OMR Viewer, which recognizes buying signals through IP unmasking
• Challenge: From company identification to targeted outreach to the right people
• Combining ABM with other channels for optimal impact
Automation and CRM integration (30:49 – 41:09)
• Automation of data flow from identified companies to LinkedIn Campaign Manager
• CRM integration to support sales cycles and increase the likelihood of closing deals
• Existing customers are often neglected – great potential for cross-selling/upselling
• Retargeting should be used in parallel, works on an individual basis
• Example of a machine manufacturer who generated 75 leads for €15 each
• Lead qualification as a critical factor; generated leads are often not contacted quickly enough
Trust and cold outreach (41:09 – 51:12)
• Trust is the most important factor for response rates in outreach
• Strategy: Provide target groups with content before contacting them to build trust
• 2-4x higher response rate by building trust in advance with relevant content
• Systematic content development process based on customer problems and solutions
• Lego building block approach to content creation (testimonials, expert articles, case studies)
• OMR Reviews as a platform for building trust through software reviews
Trust elements and OMR Reviews (51:12 – 01:01:40)
• 92% of buyers read software reviews before making a decision
• Online reviews shorten sales cycles and increase conversion rates (3-4.5%)
• Trust elements: badges, verified user reviews, social proof
• Challenge: limited reach on your own website
• Combine account-based targeting with testimonials for maximum reach
• Structured approach with different content modules for easy scaling
Use social touchpoints (01:01:40 – 01:11:32)
• Likes and company profile visits as underestimated leads
• Systematic tracking and qualification of social media interactions
• Use of Teamfluence to record LinkedIn interactions
• Automation of contact requests and personalized messages
• Lead qualification through semi-automated processes
• Integration of all data sources into a central ‘LinkedIn Data Pool’
Social Selling as a Service (01:11:32 – 01:21:48)
• Problem: Sales teams are rarely active on LinkedIn
• Solution: Creation of expert articles with the sales representative’s face
• Automated campaigns for each sales representative with their individual target group
• Collection and qualification of all social touchpoints without sales effort
• Appointment scheduling can be outsourced without in-depth product knowledge
• Scalable structure that is easily transferable to other business units
Request download now
Over 160 customers, including more than 35 global market leaders in SaaS, mechanical engineering, technology, and healthcare
