Account-based marketing on LinkedIn doesn’t have to be complicated.
At its core, it’s simply about knowing who your dream customers are and starting real conversations with them.
Begin with a clear list of the accounts you actually want to work with, and build from there.
If you obsess about your list and send outreach messages that your prospects actually want to read, then you’re already halfway there to a winning ABM strategy.
This article will share everything you need to know about LinkedIn account based marketing; along with expert tips for getting for sales in your pipeline.
(If you need help with your LinkedIn lead generation strategy, hop on a free 15 minute strategy session with the founder of SalesBread, Jack Reamer. SalesBread is a B2B lead generation agency that specializes in getting their clients 1 lead per day from LinkedIn.)
What is LinkedIn account-based marketing?
Many teams use LinkedIn as a numbers game. Some call this the “spray and pray” method, sending hundreds of messages and hoping for replies.
Account-based marketing takes a different approach.
Instead of reaching out to everyone, you focus on a select group of companies that are the best fit for your product or service. Then you identify the right people within those accounts and start genuine, relevant conversations.
It’s about focus, connection, and consistency.
That’s what LinkedIn ABM really is: a more thoughtful way to build relationships with the accounts that matter most.
How to get started with LinkedIn Account Based marketing
It’s really easy to complicate account-based marketing on LinkedIn, but it doesn’t have to be a complex process.
Start your marketing efforts with a list of ideal accounts that you want to sell to.
Hopefully, these accounts have a need and a budget for your product or service, so that when you do engage with your prospects, your offer will resonate with them.
Everything begins with a clear list of target accounts.
Step 1: Put together a list of target accounts
The first step is to put together a big enough list of your ideal accounts. If you only have 10 accounts and you’re trying to use LinkedIn, the odds of your buyer being engaged and connecting with you are going to be low.
So when we do account based marketing at SalesBread, we like to have at least 250 target accounts per campaign, with a max of 3000. If your list is anything bigger than 3000 target accounts, it might mean that your list is too broad and undefined.
Anything more than 250, will allow you to do some fun things on LinkedIn.
A list-building tip
Have a look at your current buying customers over the last 6 months. What patterns do they have in common?
For example, if you notice your ideal target accounts are Saas companies, you can ask yourself the following questions:
A.) What kind of tech company? (e.g., Enterprise SaaS? FinTech? MarTech? EdTech?)
B.) What’s the size of the company? (500+ employees? $50M+ in annual revenue? Top 200 fastest-growing startups in the U.S.?)
C.) What products or services do they offer? (Cloud platforms? CRM software? Analytics tools?)
D.) What’s their location? (North America and Europe? Within 200 miles of San Francisco? APAC markets?)
E.) What departments or roles do they currently have/not have on payroll? (Product, Marketing, Sales Ops, CTO?)
You can do this by evaluating 34 business attributes and “signals” to detect buying patterns and identify “look-alike” companies that, based on real data, are most likely to need what you’re selling.
This article, B2B List Building – How to Build an Ultra Refined List, goes into more detail on how to build a list of your ideal target accounts.
Step 2: Add all your target accounts to a LinkedIn Sales Navigator search
You can do this by physically dropping your target accounts into the search parameter for the company filter, like in the image above.
From here, you would just drop in your buyers.
Avoid seniority roles; we have seen that we have a much better hit rate if we use search filters in the job title section, for example, “director”.
Step 3: Refine your list further
Next, you want to filter this list by your second-degree network and by recently posted.
This will help you to narrow down your list to prospects who are active on the platform because there’s no point in sending connection request messages to users who are never on LinkedIn.
If you use these additional filters, then you’re starting at the right place for doing account based marketing on LinkedIn.
Send personalized LinkedIn outreach messages
Personalized messaging is the difference between getting ignored and actually starting a conversation.
On LinkedIn, your prospects see hundreds of connection requests and messages every week. If yours looks like everyone else’s, it’s going to get ignored.
Start with a personalized connection request message; mention something about their role, a recent company milestone, a post they shared, or a challenge they’re likely facing. Show that you’ve actually paid attention, not just copied a template.
Use some automation
But personalization doesn’t have to mean doing everything manually. Automation can help you send follow-up messages, for example. At SalesBread, we like to use Expandi for this.
We want to emphasize one thing, though: if you’re using automation for LinkedIn outreach, quality always comes first.
Low-volume, well-crafted messages are key.
Some tools on the market aren’t ideal, and we’ve seen examples of accounts getting restricted, but if you follow these three principles, you can automate safely:
- Create a highly targeted list of prospects who are genuinely a fit for your solution.
- Make each message relevant and personalized so it’s something your prospect actually wants to read.
- Stay within LinkedIn’s limits and avoid spamming anyone.
Following these steps will prevent you from ending up in LinkedIn jail.
The key is to use LinkedIn as it was intended: to provide value and help people advance in their careers.
When your messages are helpful and appreciated, your focus shifts from worrying about blocks to managing responses and building real conversations.
Even the best tools won’t protect you if you send generic spam. So keep your messages conversational, genuine, and thoughtful.
Remember, low volume, high quality is key.
Follow up with your prospects
Most salespeople stop after the first message, and that’s where opportunities are lost. Following up isn’t about being pushy; it’s about being persistent and relevant.
One simple way to think about timing is like the Fibonacci sequence: start small, then increase gradually.
For example, follow up after 1 day, then 2 days, then 3–5 days, then a week or more.
Each step gives your prospect space while keeping you in their thoughts.
A good follow-up strategy on LinkedIn:
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Write about something specific from your first outreach, like a challenge they mentioned, a recent post, or a company milestone.
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Keep it short and value-focused. Remind them why connecting could help them solve a problem or achieve a goal.
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Space out follow-ups thoughtfully. You can do this by following a natural rhythm, rather than sending messages too frequently.
The goal isn’t to annoy, it’s to stay on their radar in a helpful, human way. People respond to thoughtful persistence far more than they do to generic spam.
Ask for a booked sales call
Once you’ve built some rapport, it’s time to move from conversation to action. Asking for a call should feel natural, not forced.
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Make it about their needs, not your pitch. Example: “I’d love to show you how we can help. Would you be open to a 15-minute call next week?”
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Give options for timing to make it easy for them to say yes.
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Keep it brief; LinkedIn messages should be readable in under 30 seconds.
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Be confident but not aggressive; assume they want a solution, and you’re there to show it.
At Salesbread, the focus is always on starting real conversations that lead to booked calls. Done right, asking for a call feels like a natural next step, not a hard sell.
Use ABM tier systems
This is just a fancy word for saying: “Lead Scoring“.
Obviously, you want to go after red-hot leads first, and keep those who aren’t ready to buy on a nurture list.
In account-based marketing (ABM), not every company on your target list is equal, and that’s pretty much where tier systems come in.
It will help you focus your time and effort where it actually matters.
Instead of spreading your outreach thin, you divide your target accounts into levels based on fit, potential, and buying intent.
Tier 1 accounts
…Are your dream clients. The ones who are a perfect fit
These companies match your ideal customer profile perfectly and could bring in major revenue.
Because of that, they deserve extra attention.
Think: tailored messaging, one-to-one campaigns, deep research, and meaningful conversations with decision-makers.
Every interaction counts here.
Tier 2 accounts
Are accounts that include solid-fit companies that might not have the same level of deal size or urgency, but are still great opportunities.
You can use semi-automated outreach, targeted ads, or email sequences that still feel relevant but take less time to execute.
Tier 3 accounts
These are the ones that are good to keep warm, but not yet ready to buy.
These are nurtured mostly through marketing: consistent content, retargeting, and automated campaigns that build awareness over time.
Sales teams don’t spend too much energy here unless they start showing real buying signals.
The beauty of the tier system is that it keeps your sales and marketing teams focused.
You’re not chasing everyone, you’re prioritizing the accounts that actually move the needle.
How Sales and Marketing Teams Can Align with ABM on LinkedIn
Account-based marketing on LinkedIn works best when Sales and Marketing are aligned around the same target accounts and when data guides prospect interactions.
Here’s how it typically plays out:
Marketing drives awareness first. They run content, ads, and campaigns designed to get your brand in front of your ideal accounts.
Intent data can show which companies are visiting your website, which pages they explore, and even link these visits to LinkedIn profiles.
This gives both Marketing and Sales visibility into who’s engaging and where interest is highest.
Sales then steps in when high-intent signals appear.
For example, if a prospect spends time on your pricing page or key product pages, Sales can reach out with highly relevant, personalized messaging.
Marketing warms the account, and Sales focuses on turning engagement into meetings.
The results are measurable: connection rates around 30%, reply rates over 15%, and ultimately ROI tracked through booked meetings and closed deals, not just clicks or impressions.
The takeaway?
ABM on LinkedIn works when Sales and Marketing share data, monitor intent signals, and coordinate their efforts to reach out to the right accounts at the right moment.
Frequently asked questions about account based marketing on LinkedIn
What is Account Based Marketing on LinkedIn, and how does it differ from traditional marketing strategies?
Account-based marketing on LinkedIn is a strategic, easy way for B2B companies to win new business.
Instead of chasing random leads, you focus on specific accounts, the exact companies that fit your ideal customer profile (ICP).
Using tools like LinkedIn Sales Navigator, you can search for accounts, decision-makers, and influencers who actually need what you sell.
It’s about quality, not quantity.
Unlike traditional marketing strategies that push messages out to everyone, ABM campaigns pull in qualified leads by being personal, relevant, and helpful.
The goal is simple: turn top accounts into customers through a personalized approach that builds trust and credibility.
How do you build account lists for ABM campaigns on LinkedIn?
Every strong ABM campaign starts with a qualified account list.
First, define your ideal customer profile by looking for patterns between current buying customers:
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What industries do they work in?
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What’s their company size, location, and growth rate?
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Have they had any recent management changes or product launches?
Once you know who to go after, use LinkedIn Sales Navigator’s account search feature or a reliable LinkedIn database to build your list.
This helps you avoid unqualified leads and instead target specific companies that show real buying intent, your real value accounts.
What does a successful marketing plan look like for LinkedIn ABM?
A winning ABM marketing plan blends strategy, technology, and timing.
It starts with defining your ideal customer profile, creating account lists, and planning campaigns that hit multiple touchpoints: content, ads, and direct messages.
Your marketing strategy should always align sales and marketing teams.
Measure results like connection rates, reply rates, and how many specific companies booked a call and converted, not just how many messages you sent.
How do you prevent unqualified leads and ensure your ABM campaigns deliver results?
Most ABM campaigns fail because the account lists weren’t built with care.
If your list is full of unqualified leads, no amount of clever messaging will fix it.
Make sure that your list is ultra-refined before you begin with your campaigns.
When you stay focused on specific accounts, potential customers, and value accounts, you spend less time chasing bad fits and more time closing deals with qualified leads.
Final thoughts
At the end of the day, account-based marketing on LinkedIn isn’t about fancy tools or overcomplicated funnels.
When your marketing strategy starts with a clean account list, a clear ideal customer profile, and a genuine personalized approach, everything else clicks into place.
That’s the real win with marketing on LinkedIn: not just visibility, but connection.
And connection, when done right, is what turns specific accounts into customers.
If you need help with your account based marketing, hop on a free 15 minute strategy session below with SalesBread. Our clients know they can expect 1 lead per day with our ultra personazlied LinkedIn outreach and expert list building.
