Using LinkedIn for Account-Based Marketing (ABM): Slide Into Their Feeds, Not Their DMs

Let’s face it: LinkedIn isn’t just a place for job hunters and humblebrags anymore.

It’s the ABM playground where marketers become strategic snipers, not spray-and-pray advertisers. And if you’re not using LinkedIn for your Account-Based Marketing strategy? You’re leaving deals (and dollars) on the table.

Ready to learn how to use LinkedIn like a boss or at least like a marketer who means business? Let’s dive in.

First, What’s ABM Again?

Think of Account-Based Marketing as giving your top accounts the VIP treatment. You’re not marketing to “everyone.” You’re tailoring campaigns to specific high-value companies and decision-makers like you're wooing your business crush.

LinkedIn? It’s where all those decision-makers hang out. And they're not just scrolling — they're searching, learning, and yes, buying.

Why LinkedIn Is ABM’s Best Friend

1. Laser-Focused Targeting

LinkedIn knows your prospects better than their HR department.
Want to target CFOs in fintech companies with 500+ employees in Sydney? Done.

2. Decision-Makers, All Day

LinkedIn isn’t full of tire-kickers. It’s where B2B buyers live. 4 out of 5 LinkedIn members drive business decisions. Translation: your dream clients are right there.

3. Ad Formats That Don’t Suck

From conversation ads and sponsored content to video and carousel — LinkedIn offers formats that feel more like content and less like ads. (Which = better engagement.)

How to Rock LinkedIn for ABM

Step 1: Know Your Target Accounts

Before you spend a dollar, build a list of high-value companies. These are your ABM MVPs. Name them. Stalk their LinkedIn pages. Know their pain points like you know your Spotify Wrapped.

Bonus Tip: Use LinkedIn Sales Navigator to dig deeper job changes, hiring trends, and who’s engaging with your content.

Step 2: Map the Buying Committee

You’re not just selling to one person you’re selling to a whole buying squad. Identify:

• The decision-maker 

• The influencers 

• The blockers 

• The end users 

Target each role with tailored content. Speak to them about what they care about.

Step 3: Serve Up Personalized Content

Now that you know who you’re talking to, hit them with content that gets them.

Examples:

• Infographics for execs who skim

• Case studies for the number crunchers

• Videos for the visual learners

• Polls to get engagement started
  
  

Pro Tip: Don’t just promote. Engage. Comment on their posts. Share relevant content. Be a value-adding ghost, not a pushy poltergeist.

Step 4: Run Sponsored Campaigns

Time to make it rain, smartly.

Run LinkedIn ads that:

• Mention industry-specific problems

• Showcase your wins with similar companies

• Invite them to something exclusive (webinar, guide, event, etc.)
  
  

And yes, retarget those who engage. Think of it like gently following up, not creeping.

Step 5: Measure What Matters

Track:

• Ad engagement

• Company page visits

• Connection requests accepted

• Messages replied to

• Meetings booked
  
  

Don’t just look at likes. Look at pipeline. That’s what ABM is all about.

Pro Tips to Keep It Spicy

• Use video, even lo-fi phone videos to humanize your outreach

• Celebrate client wins publicly (tag them!)

• Mention mutual connections (nicely) in InMail

• Keep it short, specific, and value-packed
  
  

Final Word: It’s Not Creepy, It’s Customized

Using LinkedIn for ABM isn’t about stalking it’s about strategic relevance. You’re showing up where your dream clients are already active, and saying,
“Hey we see you. Here’s something that might actually help.”

So go ahead. Slide into their feeds. Just make sure you’re bringing value, not just vanity metrics.

Want help crafting a LinkedIn ABM campaign that clicks, converts, and makes your sales team do a happy dance?

Let’s talk, we're fluent in content and conversions.