Account Based Marketing: LinkedIn Strategies That Drive B2B Results

LinkedIn has become an essential platform for B2B marketing, and when combined with an account-based approach, it offers unmatched potential for building relationships and closing high-value deals. In this article, we’ll explore how to execute effective account based marketing LinkedIn strategies to engage key decision-makers and turn target accounts into customers.

If you’re looking to strengthen your ABM campaigns and gain more value from your presence on LinkedIn, this guide will help you get there with practical steps and proven techniques.

Table of Contents

Why Use LinkedIn for Account Based Marketing?

Account based marketing (ABM) focuses on targeting specific companies and decision-makers with personalized campaigns, rather than casting a wide net for general leads. LinkedIn’s unique position as a professional network makes it the ideal platform for this approach.

Here’s why LinkedIn is effective for ABM:

Rich company and job title data for precise targeting
Access to entire buying committees in one platform
Real-time activity insights (likes, shares, posts)
Multiple ad formats for layered outreach
Relationship-building tools beyond cold outreach

The account based marketing LinkedIn connection is strong because both are built around professional relationships, relevance, and direct engagement.

Step-by-Step: How to Launch Account Based Marketing LinkedIn Campaigns

To use LinkedIn as part of your ABM strategy, you need more than sponsored posts or generic content. Below is a breakdown of strategic actions you can take.

1. Define Your Target Accounts and Key Stakeholders

Start by building a list of companies that match your Ideal Customer Profile (ICP). Once your account list is defined, identify the stakeholders involved in the buying process—typically a mix of decision-makers, influencers, and end users.

Tools to help:

LinkedIn Sales Navigator (for advanced filtering by company size, function, and seniority)
Your CRM (for historical customer data)
Intent data platforms like 6sense or Bombora

This ensures your account based marketing LinkedIn campaign is rooted in precision.

2. Build a Strong LinkedIn Presence for Your Sales Team

Your sales team’s LinkedIn profiles are part of your ABM toolkit. Before launching campaigns, make sure your team members:

Have professional profile photos and banners
Include value-based headlines (e.g., “Helping enterprise finance teams streamline reporting”)
Share relevant content that demonstrates expertise
Connect strategically with decision-makers and influencers

Buyers often check out sales reps’ profiles before engaging. Make sure they reflect the right message.

3. Use LinkedIn Ads for Precise Account Targeting

One of the most effective account based marketing LinkedIn tactics is using LinkedIn Ads to target specific companies and job titles.

Types of LinkedIn Ads for ABM:

Sponsored Content: Promote custom blog posts, videos, or customer stories.
Conversation Ads: Create personalized, interactive messages that feel like a one-to-one outreach.
Message Ads: Deliver direct messages to stakeholders’ inboxes with a clear CTA.
Dynamic Ads: Automatically personalize ad creative with the viewer’s company or job title.
Video Ads: Share short, industry-specific videos that highlight your value proposition.

Ad targeting options allow you to:

Upload a matched list of company names
Narrow targeting to job functions or seniority levels
Set different creatives for different tiers of accounts

Tip: Personalize creative and messaging based on the industry, role, or even company-specific initiatives.

4. Engage Organically with Target Accounts

Paid campaigns are powerful, but organic engagement adds authenticity and builds credibility over time.

Best practices for organic ABM engagement on LinkedIn:

Follow the company pages of target accounts and their employees
Like, comment, and share relevant posts by key stakeholders
Share thought leadership that addresses specific pain points
Tag companies or individuals when appropriate
Use hashtags related to the account’s industry or challenges

The goal is to build familiarity and stay visible—so when outreach or ads appear, you’re not a stranger.

5. Create Account-Specific Content and Landing Pages

A core principle of account based marketing is relevance. When using LinkedIn, guide visitors from ads or posts to landing pages that are tailored to their company or sector.

Content ideas for account specific pages:

Industry-specific case studies
Product demos tailored to the account’s use case
A personalized welcome message
Logos or language that speaks directly to the target industry

This approach increases conversions and shows the prospect you’ve done your homework.

6. Use LinkedIn Events and Webinars for Deeper Engagement

Hosting invite-only webinars or LinkedIn Live events is a powerful account based marketing LinkedIn strategy. These sessions allow you to speak directly to decision-makers in a non-sales environment.

Tactics to make events successful:

Promote the event with personalized InMail or message ads
Segment invitees by industry or job function
Feature guest speakers from companies similar to your targets
Send follow-up messages with a recording or tailored resources

Events help build credibility and generate insights into your prospects’ concerns.

7. Monitor Engagement and Prioritize Outreach

LinkedIn provides metrics such as:

Ad impressions and clicks
Video views by company or job title
Engagement rates by creative
Profile views and connection acceptance rates

Use these insights to:

Prioritize accounts that are actively engaging
Adjust ad creatives for underperforming segments
Identify warm contacts for sales outreach

Pair this with CRM data and marketing automation platforms to keep a pulse on the entire account’s engagement level.

8. Enable Sales With Real-Time LinkedIn Insights

Marketing teams can support sales by sharing valuable information from LinkedIn activity. When a decision-maker comments on a relevant post or likes a case study, that’s a buying signal.

Ways to enable sales:

Share contact-level activity summaries
Recommend follow-up sequences based on LinkedIn behavior
Provide message templates for follow-up based on ad or event engagement

This helps bridge the gap between digital engagement and direct outreach.

9. Retarget Website Visitors from Target Accounts

LinkedIn’s retargeting tools allow you to serve ads to users who’ve visited your website. This is especially powerful when paired with account lists, as it ensures you’re staying top of mind with warm leads.

Tactics to use:

Serve educational content after a first visit
Promote a demo or ROI calculator after a pricing page view
Show industry-specific testimonials to returning visitors

This is a smart way to extend your account based marketing LinkedIn strategy beyond the platform and into the rest of the buyer journey.

10. Use Sales Navigator for Personalized Outreach

LinkedIn Sales Navigator is one of the most valuable tools in ABM. It provides advanced search capabilities, lead tracking, and insights that support personalized communication.

Use it to:

Save leads within your target accounts
Monitor job changes and company updates
Send personalized connection requests
Build lists based on buying committee roles

Combined with regular follow-up, Sales Navigator becomes a central tool for progressing deals.

Metrics to Track for LinkedIn-Based ABM Campaigns

When running account based marketing LinkedIn campaigns, tracking the right metrics is key. Go beyond vanity metrics like likes and impressions and focus on account-level performance.

Track:

Engagement by account (clicks, video views, conversions)
Ad performance by role and company size
Influenced pipeline or deal progression
Cost per account engaged
Meetings booked from LinkedIn sources

ABM is about quality over quantity, so prioritize depth of engagement over volume.

Final Thoughts

Account based marketing and LinkedIn are a natural match. The platform offers unmatched B2B targeting, engagement, and content-sharing capabilities—all of which support high-impact ABM efforts.

By combining personalized advertising, organic interaction, and strategic outreach, your account based marketing LinkedIn strategy can drive measurable results and help your sales team win high-value deals more efficiently.