Laser-Focused Marketing: The Power of Account-Based Marketing (ABM)

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src="https://media.licdn.com/dms/image/v2/D5612AQGNgIw4J8dt-Q/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1677179528247?e=2147483647&v=beta&t=Tq7IViLmAnZYKXBPGawMrLyPtLrhy4xSW8KsPOoIWdE" fetchpriority="high" data-embed-id="cover-image" alt="Laser-Focused Marketing: The Power of Account-Based Marketing (ABM)"> </div> </div>  </figure> <header> <section class="core-section-container relative my-3"> <h1 class="pulse-title text-display-md text-color-text lg:text-display-lg font-bold w-11/12">Laser-Focused Marketing: The Power of Account-Based Marketing (ABM)</h1> <div class="ellipsis-menu absolute right-0 top-0"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] " aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_ellipsis-menu-trigger" 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pr-2 babybear:pr-0 base-main-card--link publisher-author-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/company/tacpoint" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> <span class="sr-only"> Tacpoint, Inc. </span> </a> <img class="inline-block relative w-6 h-6 " data-delayed-url="https://media.licdn.com/dms/image/v2/C560BAQGJOoDuw6VyCw/company-logo_100_100/company-logo_100_100/0/1631435548483/tacpoint_logo?e=2147483647&v=beta&t=Mz7y9mdg5gqrIRU44CFJvbE3u2K-0GteCU6GqqhcvO8" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/cs8pjfgyw96g44ln9r7tct85f" alt="Tacpoint, Inc."> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full ">  <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden "> Tacpoint, Inc. </h3> <h4 class="base-main-card__subtitle body-text text-color-text overflow-hidden "> We solve business problems for remarkable brands. Taking ideas to results. Through design and technology. </h4>  <div class="body-text text-color-text-low-emphasis base-main-card__metadata"> Published Feb 23, 2023 </div>  </div> <div class="base-main-card__ctas z-[3] self-center ml-3 babybear:ml-1 babybear:self-start"> <a class="base-main-card__cta btn-sm btn-secondary" href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Flaser-focused-marketing-power-account-based-abm-tacpoint-1c&trk=article-ssr-frontend-pulse_publisher-author-card" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> + Follow </a> </div> </div> </div> </section> </header> <div data-test-id="article-content-blocks">  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">What is Account-Based Marketing?</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>It's no surprise that personalization is a key part of marketing. But now more than ever people want a buying experience that caters directly to their unique feelings, needs, and pain points. In other words, people simply want to be seen as people and not dollar signs.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>This is where account-based marketing (ABM) can help you to target specific, high-quality accounts and in turn create marketing messages tailored to the needs of those account holders.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Salesforce has implemented an account-based marketing strategy to target key accounts and engage decision-makers with personalized messaging and campaigns. One of their most notable account-based marketing campaigns is their "</span><span class><a href="https://www.linkedin.com/redir/redirect?url=https%3A%2F%2Fwww%2Esalesforce%2Ecom%2Fdreamforce%2F&urlhash=qxe5&trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>Dreamforce </a></span><span class>" event, which is held annually and is one of the largest tech conferences in the world.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>At Dreamforce, Salesforce invites key decision-makers from target accounts to attend the conference for free, providing them with exclusive access to speakers, networking opportunities, and demonstrations of the latest Salesforce products and services. The event is designed to provide a personalized experience for attendees, with content tailored to their specific interests and needs.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Targeting key decision-makers and providing them with a personalized and memorable experience, Salesforce has been able to build deeper relationships with these accounts and increase their likelihood of converting them into customers. The Dreamforce event has become a key component of Salesforce's account-based marketing strategy, helping to drive significant revenue growth for the company.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">The Basic Principles of ABM </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>ABM can be a little tricky to understand at first but understanding some of the basic principles makes it much easier to visualize the process. Here is a bird’s-eye view of account-based marketing: </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Direct Marketing</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Direct marketing allows you to communicate directly with your customers, or potential customers, rather than through generalized advertising.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Identified Clients</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>If your customer base consists of several repeat customers, such as, say, ten or fifteen corporate companies, you would identify some or all of these clients as priority clients. If your customer base, on the other hand, is very generalized and consists of hundreds of thousands of people, you might need to look at different techniques. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Unique Data</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>ABM only works if you have clear information about your identified clients. You need to know as much as possible about them, such as financial information – what kind of turnover they have, how they bill their clients, etc; demographic information—who their customers are, where they are located, what kind of industry they are in, what’s happening in their specific industry; people information—how many staff they employ, etc.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Targeted, Tailored Content</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>For effective ABM, you need to create content that speaks to that specific client. It’s not enough to create content that speaks to generalized pain points, market needs and so on – you need to address specific needs that each client has, and prove that the content you have generated is tailored for them. </span> </p> </div> <div class="inline-articles bg-color-surface-new border-hidden rounded-sm p-1 mx-auto my-1.5 mamabear:w-2/3 inline-articles__after"> <h2 class="text-xl font-medium ml-1.5 my-1 text-color-text mamabear:text-center">Recommended by LinkedIn</h2> <div class="flex flex-wrap mx-0.5 babybear:mx-1.5"> <div class="content-author-card flex flex-col max-w-[270px] h-auto rounded-md border-1 border-system-gray-30 border-solid pb-1.5 inline-article mx-auto my-1 border-hidden papabear:w-[219px] babybear:min-w-full mamabear:min-w-full h-auto bg-color-canvas-tint"> <a class="no-underline" data-tracking-control-name="inline-recommended-articles" data-tracking-will-navigate href="https://www.linkedin.com/pulse/what-multi-channel-marketing-steven-lawrence-se5me"> <img class="content-image w-full h-[150px] bg-cover rounded-t-md object-cover" data-delayed-url="https://media.licdn.com/dms/image/v2/D4E12AQEqkQ6uFpL3qg/article-cover_image-shrink_600_2000/article-cover_image-shrink_600_2000/0/1728463196544?e=2147483647&v=beta&t=UBzExqUqCIBkj8EWeowM8Eks2X09-x3PS-PdNs1bvOM"> <div class="inline-article-title text-md text-color-text font-bold pl-2 pt-1 pr-1.5">What is Multi Channel Marketing?</div> <div class="inline-article-meta px-2 mt-1 font-sans text-xs font-normal text-color-text-low-emphasis h-full"> <span class="inline-article-author pt-0.5"> Steven Lawrence </span> <span class="before:middot pt-0.5 inline-article-published-date"> 1 month ago </span> </div> </a>  </div> <div class="content-author-card flex flex-col max-w-[270px] h-auto rounded-md border-1 border-system-gray-30 border-solid pb-1.5 inline-article mx-auto my-1 border-hidden papabear:w-[219px] babybear:min-w-full mamabear:min-w-full h-auto bg-color-canvas-tint"> <a class="no-underline" data-tracking-control-name="inline-recommended-articles" data-tracking-will-navigate href="https://www.linkedin.com/pulse/application-marketing-strategy-your-funnel-dotsquares-uycuf"> <img class="content-image w-full h-[150px] bg-cover rounded-t-md object-cover" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D12AQGgyFfvFoimww/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1714038564282?e=2147483647&v=beta&t=fBtwl1q-JH1lcbDA5rYDrysVoIDFBnmMm6bQxSK3-Yk"> <div class="inline-article-title text-md text-color-text font-bold pl-2 pt-1 pr-1.5">Application of Marketing Strategy in Your Marketing…</div> <div class="inline-article-meta px-2 mt-1 font-sans text-xs font-normal text-color-text-low-emphasis h-full"> <span class="inline-article-author pt-0.5"> Dotsquares </span> <span class="before:middot pt-0.5 inline-article-published-date"> 7 months ago </span> </div> </a>  </div> <div class="content-author-card flex flex-col max-w-[270px] h-auto rounded-md border-1 border-system-gray-30 border-solid pb-1.5 inline-article mx-auto my-1 border-hidden papabear:w-[219px] babybear:min-w-full mamabear:min-w-full h-auto bg-color-canvas-tint"> <a class="no-underline" data-tracking-control-name="inline-recommended-articles" data-tracking-will-navigate href="https://www.linkedin.com/pulse/mastering-multi-channel-marketing-strategies-cohesion-jason-miller"> <img class="content-image w-full h-[150px] bg-cover rounded-t-md object-cover" data-delayed-url="https://media.licdn.com/dms/image/v2/D5612AQHJb3ES4tcSBQ/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1694175139470?e=2147483647&v=beta&t=4xkhpQjvX870woHiAOFwJiqIjY6-YiOjZIPs_rFDg2U"> <div class="inline-article-title text-md text-color-text font-bold pl-2 pt-1 pr-1.5">Mastering Multi-Channel Marketing: Strategies for…</div> <div class="inline-article-meta px-2 mt-1 font-sans text-xs font-normal text-color-text-low-emphasis h-full"> <span class="inline-article-author pt-0.5"> Jason Miller </span> <span class="before:middot pt-0.5 inline-article-published-date"> 1 year ago </span> </div> </a>  </div> </div> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Engage</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Client engagement hinges on getting them interested in what you have to say. It isn’t all about the hard sell, either – ABM is a long-term, ongoing customer maintenance plan and trying the hard sell every time you communicate will only irritate them. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Nurture</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Speaking of nurturing, gone are the days where every client communication had to end in a sale. Nowadays, sales and marketing are more about building solid, long-term customer relationships that lead to loyalty and ongoing business, than about selling fast and selling often. </span> </p> </div>  <div class="flex flex-col mt-2" data-test-id="publishing-image-block" rel="ugc"> <figure> <img alt="No alt text provided for this image" class="lazy-load block w-full" data-delayed-url="https://media.licdn.com/dms/image/v2/D5612AQFiRFdCtoifpA/article-inline_image-shrink_400_744/article-inline_image-shrink_400_744/0/1677180750852?e=2147483647&v=beta&t=ItzWPDC4fHOeGznEsWzWgP5HNmKgvs9Cul_2vhNp-PU">  </figure> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">What are the benefits of ABM?</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>ABM is a fantastic strategy for scalable growth and there seems to be an overabundance of information about ABM floating around. So much information, in fact, that marketers aren’t able to fully digest the principles and benefits of an account-based marketing strategy. To help cut through the noise, we’ve compiled a few key benefits of account-based marketing.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class> <ol> <li><span class>Increased revenue: By focusing on a smaller set of high-value accounts, ABM can result in higher conversion rates and increased revenue. ABM helps to identify the accounts that are most likely to generate significant revenue and creates personalized campaigns to engage decision-makers at those accounts. This tailored approach can lead to higher levels of engagement and ultimately more closed deals. According to a study by the Alterra Group, companies that implement ABM see an average 171% increase in annual contract value from their target accounts.</span></li> <li><span class>Higher ROI: ABM can be more cost-effective than traditional marketing methods because it is highly targeted. By focusing on a smaller set of high-value accounts, marketers can allocate their resources more efficiently and see a higher return on investment. Additionally, because ABM campaigns are highly personalized, they tend to have higher conversion rates than more general campaigns. According to the ABM Leadership Alliance, 87% of marketers report that ABM delivers a higher ROI than other marketing activities.</span></li> <li><span class>Improved customer experience: ABM helps to create a better customer experience by providing highly personalized and relevant content to decision-makers at target accounts. This personalized approach can help to build deeper relationships with key accounts, leading to increased customer satisfaction and loyalty. A study by ITSMA found that 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach.</span></li> <li><span class>Alignment with sales: ABM requires close collaboration between marketing and sales teams to identify target accounts and develop personalized campaigns. This alignment can lead to improved communication and a more efficient sales process. By focusing on high-value accounts and engaging decision-makers in a more targeted way, ABM can help to improve the overall efficiency of the sales process.</span></li> <li><span class>Better use of resources: Because ABM is highly targeted, marketers can focus their resources on the accounts and channels that are most likely to generate results. This can lead to better use of resources and a more efficient marketing program overall.</span></li> </ol> </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">Things to watch out for when implementing ABM</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>When a company implements an account-based marketing (ABM) strategy, there are several key factors to watch to ensure success. Here are some things to keep in mind:</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class> <ol> <li><span class>Account selection: The success of an ABM program hinges on selecting the right target accounts. It's important to choose accounts that align with the company's business goals and have the potential to generate significant revenue. When selecting accounts, consider factors such as their size, industry, revenue, and growth potential.</span></li> <li><span class>Alignment with sales: ABM requires close alignment between marketing and sales teams. Ensure that the sales team is on board with the ABM strategy and that there is clear communication between the two teams. This will help ensure that the ABM program is focused on the right accounts and that sales reps are following up on leads generated by the program.</span></li> <li><span class>Personalization: Personalization is a key element of ABM. Ensure that the messaging and content delivered to target accounts is highly personalized and relevant. This will help to build relationships with decision-makers at those accounts and improve the chances of closing deals.</span></li> <li><span class>Measuring success: It's important to establish clear goals and KPIs for the ABM program and to track progress against those goals. Consider metrics such as engagement rates, conversion rates, and revenue generated from target accounts. This will help to identify areas where the program can be optimized and demonstrate the ROI of the program.</span></li> <li><span class>Ongoing optimization: ABM is an iterative process. Continually monitor the program to identify areas where it can be optimized, whether that's by refining messaging or adjusting targeting criteria. This will help to ensure that the program continues to generate results over time.</span></li> </ol> </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>In conclusion, account-based marketing (ABM) has emerged as a highly effective strategy for companies looking to target high-value accounts and drive revenue growth. By focusing on a select group of accounts and delivering highly personalized messaging and campaigns, companies can increase the chances of closing deals and building strong relationships with their most valuable customers. The benefits of ABM are clear, including increased revenue, higher ROI, and improved customer satisfaction. However, to achieve these benefits, companies must carefully select target accounts, align sales and marketing teams, personalize messaging, measure success, and continually optimize their approach. By doing so, companies can reap the rewards of an effective ABM program that delivers long-term value and growth.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>…</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Sources:</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class> <ol> <li><span class>Alterra Group: How to build a scalable account-based marketing program: </span><span class><a href="https://www.linkedin.com/redir/redirect?url=https%3A%2F%2Fwww%2Ealterragroup%2Ecom%2Fbuild-scalable-account-based-marketing-program%2F&urlhash=RXi9&trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>https://www.alterragroup.com/build-scalable-account-based-marketing-program/ </a></span></li> <li><span class>ABM Leadership Alliance: Account-Based Marketing: A Practical Guide: </span><span class><a href="https://www.linkedin.com/redir/redirect?url=https%3A%2F%2Fwww%2Eabmleadershipalliance%2Ecom%2Fwp-content%2Fuploads%2F2020%2F06%2FABM-Leadership-Alliance-Practical-Guide%2Epdf&urlhash=h8mH&trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>https://www.abmleadershipalliance.com/wp-content/uploads/2020/06/ABM-Leadership-Alliance-Practical-Guide.pdf </a></span></li> <li><span class>ITSMA: 2018 Account-Based Marketing Benchmarking Study: </span><span class><a href="https://www.linkedin.com/redir/redirect?url=https%3A%2F%2Fwww%2Eitsma%2Ecom%2Fwp-content%2Fuploads%2F2018%2F10%2FITSMA-ABM-Benchmark-Study-2018%2Epdf&urlhash=MRjl&trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>https://www.itsma.com/wp-content/uploads/2018/10/ITSMA-ABM-Benchmark-Study-2018.pdf </a></span></li> </ol> </span> </p> </div>  </div>   </article> <div class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link main-publisher-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/newsletters/tacpoint-insights-6930214110517207040" data-tracking-will-navigate> <span class="sr-only"> Tacpoint Insights </span> </a> <img class="inline-block relative w-6 h-6 " data-delayed-url="https://media.licdn.com/dms/image/v2/C4E12AQFPIzXBLXcXuA/series-logo_image-shrink_100_100/series-logo_image-shrink_100_100/0/1652291779076?e=2147483647&v=beta&t=Y3WtnhetP6B9HPs6nmFseNAFB3VA_DL1VGJh7gEJxUw" 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class="comments">    </div> </div> <p class="feed-cta-banner__text border-t-1 border-color-surface-border border-solid p-3 text-center text-md text-color-text-low-emphasis"> To view or add a comment, <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Flaser-focused-marketing-power-account-based-abm-tacpoint-1c&trk=article-ssr-frontend-pulse_x-social-details_feed-cta-banner-cta" target="" aria-label="To view or add a comment, sign in" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_feed-cta-banner-cta" data-tracking-will-navigate="true" class="feed-cta-banner__link link">sign in</a> </p> <section class="core-section-container my-3 stacked-articles">  <h2 class="core-section-container__title section-title"> More articles by Tacpoint, Inc. </h2>  <div class="core-section-container__content break-words"> <div class="show-more-less">  <ul data-max-num-to-show="4" class="show-more-less__list show-more-less__list--hide-after-4" 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mamabear:min-w-0 babybear:w-full article-card-social-actions"> <div class="body-text text-color-text-low-emphasis base-main-card__metadata mb-0 babybear:mb-0 babybear:-mt-0.5"> <span class="body-text text-color-text-low-emphasis base-main-card__metadata-item babybear:text-xs">Jul 18, 2024</span>  </div> <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden babybear:text-sm"> Design Tip: The Psychology of Typography </h3>  <p class="base-main-card__description body-text text-color-text -mt-0.5"> Typography is an essential aspect of visual communication, to know the psychology is the secret to unlocking human… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="1 Reaction" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="1" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 1 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code id="social-actions__reaction-image-EMPATHY" style="display: none"></code> <code id="social-actions__reaction-image-ENTERTAINMENT" style="display: none"></code>  <code id="social-actions__reaction-image-INTEREST" style="display: none"></code> <code id="social-actions__reaction-image-LIKE" style="display: none"></code> <code id="social-actions__reaction-image-MAYBE" style="display: none"></code> <code 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babybear:w-[105px] babybear:h-[59px]"> <img class="h-full" data-delayed-url="https://media.licdn.com/dms/image/v2/D5612AQF_3ALH5QbuRQ/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1719423513003?e=2147483647&v=beta&t=0xP3d-_v43OEYm-BXuvZjfxFIiP23HxEP8zqw6j7o60" alt>  </div> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full article-card-social-actions"> <div class="body-text text-color-text-low-emphasis base-main-card__metadata mb-0 babybear:mb-0 babybear:-mt-0.5"> <span class="body-text text-color-text-low-emphasis base-main-card__metadata-item babybear:text-xs">Jun 26, 2024</span>  </div> <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden babybear:text-sm"> Heuristic Evaluation what you need to know </h3>  <p class="base-main-card__description body-text text-color-text -mt-0.5"> What is Heuristic Evaluation? Heuristic evaluation is a set of principles for evaluating usability. The ten general… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="2 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="2" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 2 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code id="social-actions__reaction-image-EMPATHY" style="display: none"></code> <code id="social-actions__reaction-image-ENTERTAINMENT" style="display: none"></code>  <code id="social-actions__reaction-image-INTEREST" style="display: none"></code> <code id="social-actions__reaction-image-LIKE" style="display: none"></code> <code id="social-actions__reaction-image-MAYBE" style="display: none"></code> <code id="social-actions__reaction-image-PRAISE" style="display: none"></code>  </div> </div>  </a> </li> <li> <a href="https://www.linkedin.com/pulse/information-architecture-ux-design-process-part-1-tacpoint-jjnlc?trk=article-ssr-frontend-pulse" target="_self" data-tracking-control-name="article-ssr-frontend-pulse" data-tracking-will-navigate class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link babybear:py-1 main-article-card">  <div class="base-main-card__media relative w-[228px] block overflow-hidden flex-shrink-0 rounded-md h-[129px] babybear:w-[105px] babybear:h-[59px]"> <img class="h-full" data-delayed-url="https://media.licdn.com/dms/image/v2/D5612AQHXFw9nOvYPJQ/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1721183979732?e=2147483647&v=beta&t=A__o10cXSlmopEBTglE17ccDnVHR_GP9gthn2JWktUE" alt>  </div> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full article-card-social-actions"> <div class="body-text text-color-text-low-emphasis base-main-card__metadata mb-0 babybear:mb-0 babybear:-mt-0.5"> <span class="body-text text-color-text-low-emphasis base-main-card__metadata-item babybear:text-xs">May 30, 2024</span>  </div> <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden babybear:text-sm"> Information Architecture in UX Design Process Part 1 </h3>  <p class="base-main-card__description body-text text-color-text -mt-0.5"> Information Architecture in UX Design Process Part 1 In the UX process, creating the information architecture (IA) is… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="3 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="3" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 3 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code> 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body-text text-color-text -mt-0.5"> Balancing creativity and functionality Parallax Scrolling ensures an optimal user experience. So, let's take a scroll. </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="6 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="6" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 6 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code id="social-actions__reaction-image-EMPATHY" 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approach seamlessly blends a medley of images, shapes, and… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="8 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="8" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 8 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code 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aria-label="6 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="6" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/9sun4diznbhgyelaeryxy75ur" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 6 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code id="social-actions__reaction-image-EMPATHY" style="display: none"></code> <code id="social-actions__reaction-image-ENTERTAINMENT" style="display: none"></code>  <code id="social-actions__reaction-image-INTEREST" style="display: none"></code> <code id="social-actions__reaction-image-LIKE" style="display: none"></code> <code id="social-actions__reaction-image-MAYBE" style="display: none"></code> <code 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