Most account-based campaigns fail on list mechanics rather than on creative. Too small to deliver, too broad to matter, or never refreshed.
## Size for delivery, not for ambition
A list needs enough matched accounts and enough people per account to deliver frequency without exhausting itself. If it is too small, group tiers together rather than widening role filters, so the message can still speak to a specific situation.
## Layer roles, keep tiers separate
Separate the accounts you would fight for from the accounts you would accept, and give them different budgets and different messages. Refresh monthly by adding accounts rather than rebuilding, so the campaign keeps its delivery history.
Where this applies
- LinkedIn Ads
Work with Northbeam Studio
This playbook comes from the work Northbeam Studio does. See what they offer, the results they can evidence, and how to start a conversation.
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