October 30, 2025
With B2B sales funnel focusses being so ABM orientated, how do marketing teams transfer this into social? Is LinkedIn the only answer? Maybe…but in some cases – maybe not.
Firstly – let’s address the elephant in the room. It feels like there’s a real cost-pinch when it comes to marketing these days. Tale as old as time – first sign of economic trouble and marketing gets the cuts (then 6 months later everyone in the C-suite is scratching their heads as to why their market share has dropped).
As such, CMOs and Marketing Directors are tasked with finding the most cost-effective ways of hitting targets. In B2B, ABM marketing has always had its challenges – with social, that can be made easier.
LinkedIn is your typical bread and butter for ABM. It’s the only social platform where true ABM activity can be accelerated – but it has its pitfalls…
- Audience activity is less frequent than other social platforms
- Dwell time on platform is typically lower than other platforms
- Most senior decision makers are bombarded with distracting notifications and DMs
Is there genuine cut-through?
If you look at most of your LinkedIn paid campaigns – if you have any running – you can see audience penetration levels in ‘summary’. Often, you’ll see low percentage numbers, and that tells you all you need to know.
Audiences can range from 50,000 – 600,000 if you’re looking for a healthy, well-composed audience that isn’t too niche or broad…but you’re always battling for time and space with other brands. LinkedIn is costly and there’s good reason for that – reaching Mrs X at business Y without so much as entering her name has never been easier compared to other social platforms, but with budgets being trimmed and LinkedIn campaigns being the big expense they are, is it time to look for other avenues in effective ABM?
Meta to the rescue
Yes, we know – traditional ABM targeting isn’t a thing on Meta as you can’t target by business. But, if you have key data on individuals at the key target accounts, then you can move a step closer to doing it. What’s more, it’s a lot cheaper.
Key to this is using first-party data like work emails or website visitors to build a custom audience. Uploading a secure, hashed list of contacts from your CRM means Meta can match those individuals to their profiles and serve your ads directly to decision-makers at your target accounts. You can take it a step further by connecting your website analytics or tools which help identify visitors from specific companies.
Ensure you have the Meta Pixel or Conversions API enabled! This will give you a highly focused audience of the right professionals. Don’t forget to enable ‘lookalike audiences’ which will add personnel to the list who may also be a great target.
With the above, the same applies to TikTok. If you have a list of key target emails – you can upload this and enable lookalike audiences to broaden things even further.
And also – Reddit! (Please consider them for your next ABM campaign, it’s cheaper than other platforms and there is a real gap here for B2B brands to strike).
Why is Reddit on the agenda for CMOs right now?
Google prioritises Reddit content in search results, and AI engines are hoovering it up as “authentic user opinion” (Reuters).
The numbers don’t lie. Daily active users hit 110 million this year, up 21% year-on-year. Average visits last 18 minutes (Backlinko). That’s not doom-scrolling; that’s deep engagement!
The money’s following. Reddit ad revenue is growing faster than any other social platform—up 30–50% year on year (Business Insider). And with Reddit Pro delivering up to 17x ROAS and 94% lower CPA than Facebook or Instagram (Single Grain), it’s hard to ignore.
Still think it’s niche? It’s time to rethink.
If you’re looking to strike out from LinkedIn for most cost-effective ABM in 2026 – let us know! We’d love to help.