Account-based marketing in Latvia is not the same as in Western European markets. The target audience is small — in a specific niche, there may be only a few hundred decision-makers. LinkedIn CPM is high. And the sales cycle can last 6–12 months.
We adapted the ABM approach for five clients in the Latvian B2B sector and identified five decisions that changed effectiveness. First: company list targeting with a very narrow account list works better than broad industry categories. Second: content approach must change depending on cycle stage — awareness content that works with cold audiences alienates already-interested accounts.
Third: frequency control is critical. A small audience means one person can see your ad more than is desirable, unless you actively manage it. The fourth and fifth decisions are in the article.
Full article coming soon.