10 ways to close complex deals with 10+ decision makers – LinkedIn Live Recap
November 16, 2024
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We’ve spent the last few articles exploring how Account-Based Marketing (ABM) can thrive on LinkedIn. From personalisation debates to premium vs. free account choices, and from transitioning new connections into pipeline opportunities, we’ve uncovered just how much human touch matters in driving relationships forward.
However, there’s another dimension to success on LinkedIn that often goes unspoken: the engine behind the content.
How do you consistently produce high-quality posts, articles, and outreach messages without overwhelming your team? At Pitch121, we’ve been tackling this challenge head-on for years. More recently, we have been experimenting with AI tools, refining editorial processes, and sharing responsibilities to get the right mix of skills to scale our clients’ strategies.
This is a look behind the scenes into our Scalable LinkedIn Content Engine so you can apply similar techniques to your own ABM efforts.
LinkedIn isn’t just an extension of your usual marketing channels; it operates on a personal and algorithm-driven foundation that prioritises real conversations. For ABM, that means you need:
A well-structured content engine addresses these pain points. You get a steady stream of valuable LinkedIn posts and articles, newsletters, event topics without sacrificing the personal voice that resonates with your ABM audience.
The first step in building a content engine is role clarity:
At Pitch121, we allocate tasks using a streamlined workflow so the Content Lead (often me or one of our team heads) can keep an eye on our Q1 theme while our SMEs bring real-world anecdotes, and our editor ensures quality. That way, we’re not waiting for one person to do everything.
If you’ve been following our articles, you’ll know we’re big on the “human factor” in LinkedIn. However, AI tools, like GPT-based systems, can be invaluable for jump-starting certain tasks, particularly for:
The key is balance. We never rely on AI to do the final polish because authenticity requires that extra human tweak, especially if you’re referencing real personal experiences in your ABM campaigns.
A major risk for any content engine is the endless feedback loop that can happen when too many people need to approve every word. Our approach?
With these steps, we reduce the “Laura’s editing queue” effect, ensuring the pipeline of LinkedIn posts and articles keeps moving.
When your theme is ABM, you likely have overlapping insights across multiple audience segments (CMOs, Senior Sales, Solutions Architects). Instead of writing fresh pieces from scratch, we repurpose:
This approach maximises the shelf life of every idea. You’ve seen it in our Q1 content: themes around personalisation vs. blank invites, Sales Navigator vs. free accounts, and turning connections into pipelines can be reframed for different LinkedIn posts and personal angles.
We often talk about “multi-profile marketing” from a strategic standpoint, which is largely about connecting and nurturing different stakeholders at the same account. The same concept applies to your internal content engine:
By coordinating behind the scenes, you can consistently push out content that supports ABM goals rather than each team member going rogue.
Why does any of this matter for your ABM efforts?
Simple: consistent, high-quality LinkedIn content keeps your brand top of mind for the specific accounts you care about. Plus, personal profiles that post regularly and authentically build trust faster, setting the stage for warmer outreach and higher acceptance rates.
Profile-Based Marketing takes this further by ensuring multiple people from your organisation actively share, comment, and engage with the same targets. But to do that effectively at scale, you need an engine that churns out relevant content without burning out your team or sounding repetitive.
As we wrap up Q1, we’ve been collecting data—through polls and anecdotal stories—for our upcoming LinkedIn Outreach Handbook. That resource will reveal which content tactics (e.g., multi-profile posting, advanced personalisation, or consistent short-form engagements) truly move the needle on acceptance rates and pipeline velocity.
If there’s one takeaway from our “behind-the-scenes” approach, it’s that planning and processes make all the difference. By defining roles, embracing AI selectively, and minimising editing delays, you can maintain a steady drumbeat of content that resonates with your audience, leading them from “I accept your connection” to “Yes, let’s talk business.”
Building a Scalable LinkedIn Content Engine isn’t just about cranking out more posts. It’s about systematising and coordinating the personal profile activities so you can reach the right people (and accounts) at the right time.
When using Profile-Based Marketing as part of your ABM strategy, this behind-the-scenes approach can help you keep your brand visible and credible on LinkedIn, without collapsing under the weight of constant content demands.
Want to see which aspects of this engine are proving most effective? We’ll be weaving these insights into our LinkedIn Outreach Handbook, set to debut in Q2. Let’s push LinkedIn beyond a mere “broadcast platform” and turn it into a genuine relationship-builder on a scale that supports your ABM ambitions.
