Case Study: Blackbaud gains 1,000+ target-account followers and boosts ABM engagement with LinkedIn Marketing Solutions

Blackbaud engages key decision makers on LinkedIn with RollWorks’ ABM Solution

Blackbaud, a leading cloud software company for social good, faced a complex ABM challenge: thousands of buyer personas and multiple buying-committee roles made it difficult to identify, prioritize, and map the right LinkedIn audiences across different stages of the customer journey.

By partnering with RollWorks and leveraging LinkedIn data, Blackbaud adopted an account-focused approach using intent signals, demographics, and firmographics to target specific job titles and buying committees. The integration drove more precise outreach, improved funnel engagement and ROI, and generated over 1,000 new followers from target accounts within three months, with data feeding back into their CRM and marketing automation for continuous refinement.

Blackbaud

Sam Kuehnle

Digital Marketing Team Lead