How to Do Account-Based Marketing: LinkedIn Strategies for Higher Engagement

If you’re in B2B sales or marketing, you already know that LinkedIn is the goldmine for high-value prospects. But are you using it effectively for account-based marketing (ABM)?

Over 70% of B2B marketers say ABM outperforms other strategies in driving revenue, yet many struggle to execute it properly on LinkedIn (LinkedIn State of Sales Report).

This guide will show you how to set up, target, and engage the right decision-makers on LinkedIn—without wasting time on the wrong audience.

Whether you're optimizing your LinkedIn profile, running laser-focused ads, or your account list using LinkedIn Sales Navigator, we’ll cover data-backed strategies to help you land and convert top accounts.

What is LinkedIn Account-Based Marketing?

LinkedIn account-based marketing (ABM) helps businesses and marketers target specific companies and key decision-makers. Instead of reaching a broad audience, you focus on the right people—those who are most likely to buy.

Utilizing LinkedIn Sales Navigator allows you to discover and connect with qualified leads by filtering through job titles, industry sectors, and company sizes. Using LinkedIn Ads, you can send personalized messages to high-value accounts.

Setting Up Your LinkedIn Account for ABM

1. Optimize Your LinkedIn Profile

Your LinkedIn account is your online business card. Sales teams and marketing teams use it to find and connect with potential and existing clients.

How to do it:

• Use a professional photo. A blurry selfie won’t cut it. A clear headshot builds trust.
• Write a strong headline. Instead of just “Sales Manager,” say, “Helping B2B Companies Find the Right Solutions.”
• Update your summary. Explain who you help, how you help, and why it matters.
• Showcase experience. Add your past roles and marketing efforts so people know you're credible.
• Add skills and endorsements. This helps you stand out in searches.

2. Create a LinkedIn Company Page (If Not Already Set Up)

A LinkedIn Company Page gives your business a professional presence. If you don’t have one, you’re missing out on qualified leads.

How to do it:

• Go to LinkedIn. Click on “Work” and select “Create a Company Page.”
• Fill in company details. Add your company name, industry, and website.
• Upload your logo. A brand with no logo looks sketchy.
• Write a short but powerful description. Tell people what your business does.
• Post content regularly. Share updates, insights, and ABM targeting strategies.

3. Identify and Connect with Key Decision-Makers

In ABM targeting, you don’t waste time on random people. You focus on decision-makers—the people who can actually say yes to a deal. These are CEOs, managers, and sales and marketing teams.

How to do it:

• Use LinkedIn Sales Navigator. This tool helps you find target accounts based on job titles, industries, and company size.
• Check company pages. Look at the company name and see who works there.
• Look for mutual connections. If you share a contact, ask for an introduction.
• Send a personalized connection request. Don’t just say, “Hi, let’s connect.” Instead, mention why you want to connect.

4. Customize Your LinkedIn URL and Profile Visibility

A clean LinkedIn URL makes it easier to find. If your link is messy (likelinkedin.com/in/john123abcxyz), people won’t remember it.

How to do it:

• Go to your profile. Click “Edit public profile & URL.”
• Change it to your name or brand. Example: linkedin.com/in/yourname.
• Update profile visibility. Make sure your headline, summary, and work experience are public.
• Enable “Open to Work” or “Open for Business.” This shows you’re ready for opportunities.

5. Leverage LinkedIn Content to Build Authority

Posting valuable content on LinkedIn helps you attract decision-makers, build trust, and generate qualified leads. When you give useful information and share insights, people see you as an expert.

How to do it:

• Write posts about your industry. Share tips, trends, or success stories related to your marketing efforts.
• Create LinkedIn articles. Long-form content gets more engagement and ranks better in searches.
• Share case studies and data. If you have proof of success, business leaders will pay attention.
• Use LinkedIn’s video feature. People engage more with videos than plain text posts.
• Engage with comments. If someone responds to your post, reply and start a conversation.

6. Join and Participate in LinkedIn Groups

LinkedIn Groups are communities where professionals share ideas, ask questions, and network. These groups help you find target accounts, connect with decision-makers, and promote your expertise.

How to do it:

• Search for industry-specific groups. Look for active groups related to account-based marketing or your niche.
• Join groups where your prospects are. If your ideal customers are in a group, that’s where you should be.
• Engage with discussions. Comment on posts, share insights, and offer useful advice.
• Post valuable content. Avoid hard selling. Instead, share tips and trends that position you as an expert.
• Connect with active members. If someone regularly engages, send them a connection request with a personalized message.

7. Align Your LinkedIn Profile with Your ABM Strategy

Your LinkedIn profile is your personal brand. If it doesn’t match your account-based marketing (ABM) strategy, you might lose potential qualified leads before you even start a conversation.

How to do it:

• Update your headline. Make it clear who you help and how. Instead of “Marketing Manager,” try “Helping B2B Companies Generate Targeted Leads.”
• Use a professional photo. A friendly, high-quality photo builds trust.
• Optimize your summary. Mention your expertise, your target accounts, and how you help businesses grow.
• Add relevant experience. Highlight your work with sales and marketing teams and past ABM campaigns.
• Showcase case studies. Use LinkedIn’s featured section to add success stories.
• Include relevant keywords. This helps decision-makers find you when searching for solutions.

Targeting the Right Audience on LinkedIn

1. Use LinkedIn Sales Navigator for Precision Targeting

LinkedIn Sales Navigator is a powerful tool that helps sales and marketing teams find the right prospects. It filters through millions of users to show qualified leads based on job titles, industries, and company size.

How to do it:

• Search for decision-makers. Use filters like job titles, company name, and location to find your ideal target accounts.
• Save high-value leads. Sales Navigator lets you track and engage with key people in your industry.
• Use InMail to reach out. Personalized messages get better responses than random connection requests.

2. Leverage LinkedIn's Advanced Search Filters

LinkedIn’s Advanced Search helps you find the right people faster by using detailed filters like industry, job function, and company size.

How to do it:

• Use keyword searches. Type in terms related to your ABM targeting to find relevant profiles.
• Filter by company and connections. Look for people working at top accounts you want to target.
• Sort by activity. Engage with professionals who are active and likely to respond.

3. Segment Your Audience for Personalized Outreach

Audience segmentation helps you organize your target accounts into specific groups based on their industry, job titles, and company or organization size. This makes your outreach more relevant and personalized.

How to do it:

• Use LinkedIn Sales Navigator. Filter prospects based on company name, decision-makers, and business size.
• Create lists for different personas. Separate marketing teams, sales teams, and executives so you can tailor your message.
• Prioritize top accounts. Focus on businesses that match your ABM targeting criteria.
• Analyze engagement. Track who interacts with your content before sending messages.

4. Engage with High-Value Prospects Before Outreach

Before sending a connection request, build trust by engaging with your target accounts. People are more likely to respond when they recognize your name.

How to do it:

• Like and comment on their posts. Show interest in their content before reaching out.
• Share valuable insights. Post relevant content that aligns with their industry and business goals.
• Send connection requests with context. Mention something specific from their post or company updates.
• Use LinkedIn Ads to stay visible. Running LinkedIn ads targeted at key decision-makers keeps your brand top of mind.

5. Utilize LinkedIn Ads for Hyper-Targeted Campaigns

LinkedIn Ads allow you to reach decision-makers from target accounts with personalized messages. Unlike traditional ads, these focus on specific industries, job titles, and company sizes.

How to do it:

• Use Matched Audiences. Upload a list of companies and contacts to target them directly.
• Set precise filters. Use job titles, industries, and locations to refine your audience.
• Run Sponsored InMail. Send personalized messages to qualified leads in their inbox.
• Optimize for conversions. Track performance and adjust ads based on engagement.

6. Join Industry-Specific LinkedIn Groups

LinkedIn Groups are communities where professionals discuss trends, challenges, and solutions. By joining the right groups, you can connect with top accounts and decision-makers.

How to do it:

• Find active groups. Search for industry-focused groups where your target audience is present.
• Engage in discussions. Comment on posts and share valuable insights.
• Post relevant content. Avoid direct selling. Instead, share case studies and best practices.
• Connect with group members. Send a personalized connection request to those who engage with your content.

7. Monitor Competitor Networks

Keeping an eye on competitor activity helps you identify new opportunities. By tracking their ads, content, and connections, you can refine your strategy.

How to do it:

• Follow competitor company pages. See what they post and how their audience reacts.
• Track their employees. Use LinkedIn Sales Navigator to see where their sales teams and marketing teams are engaging.
• Analyze their ads. Check which LinkedIn Ads they’re running and adjust your campaigns accordingly.
• Engage with their audience. If they’re targeting decision-makers you want to reach, engage with those prospects.

Marketing Efforts in LinkedIn ABM

1. Build Thought Leadership with Valuable Content

Thought leadership means sharing expert insights to position yourself as a trusted industry leader. On LinkedIn, this helps you engage with sales and marketing teams, decision-makers, and target accounts.

How to do it:

• Post regularly. Share updates, trends, and insights in your industry.
• Write LinkedIn articles. Long-form content helps showcase your expertise.
• Use LinkedIn’s featured section. Highlight case studies, whitepapers, or success stories.
• Leverage video content. LinkedIn videos get 5x more engagement than text posts.

2. Nurture Relationships Through Consistent Engagement

Posting content is great, but engagement is what builds trust. You need to connect, interact, and support your audience consistently.

How to do it:

• Respond to comments. Engage with those who comment on your posts.
• Join conversations. Comment on posts from decision-makers and industry leaders.
• Use LinkedIn messaging. Send personalized messages to key connections.
• Celebrate milestones. Congratulate people on promotions, anniversaries, or achievements.

3. Optimize Content Strategy for Maximum Impact

Creating content is not enough. You need to track performance, adjust strategy, and focus on what works best.

How to do it:

• Use LinkedIn Analytics. Track what content gets the most engagement.
• Test different formats. Try text posts, videos, and LinkedIn articles.
• Post at the right time. Research shows Tuesday to Thursday mornings get the highest engagement.
• Repurpose content. Turn blog posts into LinkedIn posts, infographics, or short videos.

4. Leverage LinkedIn Analytics for Data-Driven Decisions

LinkedIn Analytics helps you track engagement, audience demographics, and content performance. It tells you what works and what needs improvement.

How to do it:

• Check post engagement. Look at likes, shares, and comments to see which content performs best.
• Monitor follower growth. If your LinkedIn account is growing, it means your content is reaching the right people.
• Analyze audience insights. See who is engaging—decision-makers, job titles, and industries—to adjust targeting.
• Measure ad performance. If you use LinkedIn Ads, track click-through rates and conversions.

5. Track Performance and Iterate for Better Results

Tracking performance means constantly improving your ABM strategy based on what the data shows.

How to do it:

• Set clear KPIs. Define goals like engagement rate, website traffic, and conversion rates.
• Compare different content types. Do videos, infographics, or articles work best for your audience?
• Test new strategies. Adjust target accounts, LinkedIn Ads, and outreach methods based on performance data.
• Review competitor activity. See what your competitors are doing and learn from their success.

ABM Best Practices for Sales Teams

1. Focus on Quality Over Quantity

Sending messages to hundreds of leads won’t work if they aren’t the right fit. Instead, focus on target accounts that match your ideal customer profile.

• Research your audience. Use LinkedIn Sales Navigator to filter prospects by industry, job titles, and company size.
• Prioritize high-value accounts. Target decision-makers who have the power to make a purchase.
• Measure engagement. Track responses to identify qualified leads who show interest.

2. Personalize Every Interaction

Nobody likes generic sales messages. Personalization helps you stand out and build trust with decision-makers.

• Use their name and company. Mention their business, industry, or recent activity in your outreach.
• Reference mutual connections. If someone in your network knows them, mention it for credibility.
• Customize your pitch. Show how your solution solves their specific pain points.

3. Engage Strategically Before Selling

Jumping into a sales pitch too soon can turn off potential customers. Instead, build relationships first.

• Like and comment on their posts. Show genuine interest in their content.
• Share valuable insights. Post relevant LinkedIn articles and tag them if applicable.
• Engage in LinkedIn Groups. Join industry discussions where your prospects are active.

4. Use Multi-Channel Outreach for Better Engagement

Relying on one communication channel isn’t enough. You need to engage across multiple touchpoints to stay on your prospect’s radar.

• Combine LinkedIn messages with emails. Follow up with InMails and direct emails for better response rates.
• Use LinkedIn Ads for retargeting. Show your content to decision-makers who have engaged with your profile.
• Leverage phone calls when needed. A well-timed call can move a deal forward faster.

How to Leverage LinkedIn Tools and Automation for ABM

1. Automate Outreach with LinkedIn Messaging Tools

LinkedIn messaging tools help sales and marketing teams send personalized messages to the right people without manual effort.

How to do it:

• Use LinkedIn Sales Navigator. It helps find qualified leads based on job titles, industries, and company size.
• Leverage automation tools like Zopto, Expandi, or LinkedIn Helper to schedule connection requests and follow-ups.
• Set up message sequences. This keeps your outreach consistent and personalized without extra work.
• Track responses. See which messages get replies and adjust your strategy.

2. Automate Content Sharing to Stay Visible

Consistent LinkedIn content marketing keeps your brand in front of decision-makers and target accounts.

How to do it:

• Schedule posts using LinkedIn automation tools. Platforms like Hootsuite, Buffer, and SocialPilot can help.
• Share valuable content regularly. Post case studies, thought leadership articles, and industry news.
• Use LinkedIn Ads to retarget engaged users. Show content to people who have interacted with your profile.
• Engage with comments and DMs automatically. Some tools can alert you to key conversations so you never miss an opportunity.

Combining inbound marketing with LinkedIn ABM strategies helps attract high-value prospects organically while maintaining a strong outbound presence.

3. Use LinkedIn CRM Integrations for Seamless Tracking

A CRM (Customer Relationship Management) system helps you track and manage leads, prospects, and customer interactions in one place. Integrating it with LinkedIn Sales Navigator makes ABM tracking much easier.

How to do it:

• Connect LinkedIn Sales Navigator with your CRM (HubSpot, Salesforce, or Zoho) to sync prospect data and conversations.
• Track LinkedIn interactions like messages, profile views, and content engagement directly in your CRM.
• Use LinkedIn’s Smart Links feature to see who is clicking on your shared documents or links.
• Automate follow-ups based on LinkedIn activity, so no lead goes cold.

4. Combine LinkedIn with Multi-Channel ABM Tools

Multi-channel ABM tools let you reach decision-makers on LinkedIn, email, and other platforms in a personalized way and automated way.

How to do it:

• Use LinkedIn Ads to retarget people who have engaged with your brand.
• Combine LinkedIn messaging with email outreach using tools like Outreach.io, Apollo, or Salesloft.
• Sync LinkedIn data with your CRM to track cross-platform engagement.
• Run personalized ad campaigns across LinkedIn, Google, and Facebook for a full-funnel approach.

How to Measure and Optimize ABM Success on LinkedIn

1. Track Engagement Metrics to Gauge Interest

Engagement tracking measures how people interact with your LinkedIn ABM campaigns. It includes likes, shares, comments, profile visits, and InMail responses. High engagement means your content is relevant and attracts the right audience.

Why It’s Important?

If your audience isn’t engaging with your posts, messages, or ads, they are likely not interested. Understanding engagement metrics helps you adjust your approach.

A third research study by LinkedIn Business found that companies using LinkedIn ABM strategies see a 56% higher engagement rate than those using traditional marketing.

How to Track Engagement Metrics?

• Monitor Post Interactions – Check LinkedIn analytics for post likes, comments, and shares.
• Track Profile Visits – If decision-makers are visiting your profile, your outreach is working.
• Measure InMail Open and Response Rates – Low open rates? Your subject lines need improvement.
• Analyze Ad Clicks – If ads aren’t getting clicks, adjust targeting or messaging.

2. Analyze LinkedIn InMail and Message Performance

LinkedIn InMail allows direct communication with prospects. Analyzing its performance helps improve response rates and lead quality.

Why It’s Important:

Sending mass messages without tracking results is a waste of time. The best ABM campaigns focus on personalization. LinkedIn reports that personalized InMails get 15% higher response rates than generic ones.

How to Analyze InMail Performance:

• Check Open Rates – If few people open your messages, test different subject lines.
• Review Response Rates – If responses are low, personalize messages more.
• Measure Conversion Rates – How many replies turn into actual sales conversations?

3. Measure Ad Performance for Targeted Campaigns

LinkedIn Ads help businesses reach high-value prospects. To optimize your account-based marketing (ABM) campaigns, tracking ad performance is essential.

Key metrics like click-through rate (CTR), conversion rate, and engagement rate show how well your campaign is performing.

Why it’s important:

Without tracking, you won’t know if your LinkedIn Ads are generating qualified leads. Measuring ad performance helps businesses identify which ads bring in target accounts and which need improvement. It also saves money by focusing marketing efforts on the best-performing ads.

How to implement:

• Use LinkedIn Campaign Manager – This tool tracks impressions, CTR, and engagement.
• Compare different ad formats – Sponsored content, InMail, and text ads perform differently.
• Monitor audience engagement – If decision-makers aren’t clicking, adjust your messaging.
• A/B test ad creatives – Change visuals, copy, and call-to-action (CTA) to see what works best.
• Track ROI – Ensure your ads drive revenue, not just clicks.

4. Track Lead Progression in the Sales Funnel

Tracking leads in the sales funnel shows how they move from interest to conversion. On LinkedIn, this means monitoring job titles, industry engagement, and decision-makers’ responses.

Why it’s important:

Without tracking, your sales and marketing teams won’t know which leads are worth pursuing. Aligning sales and marketing with clear tracking ensures better lead nurturing. It also helps refine your ABM targeting strategy over time.

How to implement:

• Use LinkedIn Sales Navigator – This tool helps track interactions with target accounts.
• Score leads based on engagement – Prioritize prospects who open messages, comment, or share posts.
• Monitor message responses – If InMail gets ignored, adjust your outreach strategy.
• Integrate LinkedIn with a CRM – Tools like HubSpot and Salesforce keep all lead data in one place.
• Analyze drop-off points – If leads stop engaging at a certain stage, improve your messaging.

5. Monitor ABM Account Engagement Scores

An ABM engagement score measures how active and interested your target accounts are. It tracks interactions like LinkedIn profile visits, content shares, ad clicks, and message responses. High engagement means strong interest, while low engagement signals the need for better outreach.

Why It’s Important:

Tracking engagement helps marketing and sales teams understand if their LinkedIn ABM strategy is working.

If an account isn’t responding to LinkedIn ads or messages, your team can adjust the approach. A well-tracked engagement score also helps identify more qualified accounts and leads for sales.

How to Implement:

• Use LinkedIn Analytics: Track ad performance, InMail response rates, and content engagement.
• Score Engagement Levels: Assign points to actions like webinar sign-ups, video views, and ad clicks.
• Monitor High-Value Accounts: Focus on decision-makers and target accounts that interact with your brand the most.
• Adjust Your Messaging: If engagement is low, change the tone of your LinkedIn messages or try multi-channel outreach.

6. Align with Sales to Close the Loop

Sales and marketing alignment means both account based marketing teams work together to convert high-value target accounts. Marketing teams generate interest, while sales teams nurture leads and close deals.

Why It’s Important:

If marketing and sales don’t work together, potential customers can lose interest. A well-aligned strategy based marketing also helps businesses track lead progression in the sales funnel and increase conversion rates.

How to Implement:

• Share Engagement Data: Sales reps should see how prospects interact with LinkedIn ads, InMails, and posts.
• Prioritize High-Scoring Accounts: Focus on accounts that have the highest ABM engagement scores.
• Use CRM Integrations: Combine LinkedIn Sales Navigator with ABM tools to track lead activity.
• Regular Team Meetings: Hold weekly check-ins between sales and marketing teams to review progress.

How Sales and Marketing Teams Can Align for ABM

To successfully implement account-based marketing, businesses need a structured approach that aligns sales and marketing teams on LinkedIn.

1. Establish Shared ABM Goals

Both teams should agree on the main goals. Are you aiming to increase qualified leads, build relationships with decision makers, or boost ABM targeting? Clear goals make collaboration smoother.

Start by defining measurable outcomes. Use LinkedIn Analytics to track engagement on LinkedIn ads and posts. If sales and marketing teams align their account based on data, they can adjust strategies quickly.

2. Collaborate on Target Account Selection

Sales and marketing teams should work together to select target accounts. Marketing can use LinkedIn Sales Navigator to find potential leads. Sales teams can use insights from previous clients to suggest high-value prospects.

By focusing on the right job titles, industries, and company sizes, teams avoid wasted efforts. The result? A more focused approach that improves conversion rates and revenue.

3. Develop a Unified Ideal Customer Profile (ICP)

An ideal customer profile (ICP) defines the companies most likely to buy. Sales teams understand customer pain points, while the marketing and sales teams know how to position the product.

Use LinkedIn’s audience insights to refine your ICP. Look at engagement data, past interactions, and successful conversions. This helps teams create personalized content that resonates with decision makers.

4. Hold Regular ABM Alignment Meetings

Consistency is key. Schedule regular meetings to review data, discuss lead quality, and improve strategies.

Use CRM tools to track progress and measure success. Review LinkedIn metrics like ad engagement, message response rates, and prospect interactions. This ensures teams adjust tactics in real-time to improve results.

Conclusion

Account-based marketing on LinkedIn is a game-changer for sales and marketing teams. It helps target accounts, engage decision makers, and generate qualified leads efficiently. Using LinkedIn Sales Navigator, LinkedIn ads, and automated outreach tools, you can align sales with marketing efforts. To see long-term success, track ABM engagement scores and continuously refine your strategy. Start implementing these tactics today and watch your ABM campaigns deliver real business results.

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