The world of BtoB marketing is constantly evolving, and in 2025, Account-Based Marketing (ABM) on LinkedIn is emerging as an important approach to B2B lead generation. Adopting a targeted, personalized strategy, ABM is revolutionizing the way organizations interact with their key accounts and prime prospects.
This comprehensive guide will reveal the secrets to deploying a successful ABM strategy on LinkedIn. You’ll discover how to make full use of the resources and features available on the platform to establish privileged contact with your potential customers and convert b2b leads on LinkedIn.
Understanding ABM and its importance on LinkedIn
Account-Based Marketing (ABM) is revolutionizing the BtoB sector. This strategy distinguishes itself by directly targeting specific high-value customer accounts, tailoring communications and marketing techniques to meet their exact requirements. The idea behind this strategy is to sign up key accounts or hard-to-reach companies.
What is ABM (Account-Based Marketing)?
ABM is a strategic approach designed to align marketing activities with business objectives, specifically targeting companies or accounts with the highest potential for conversion into loyal customers. However, if we are to win major accounts, we need to multiply our points of contact within the same company. If we had to imagine the ABM technique, it would be to contact all the people gravitating around your main target, so that in the end it’s one of these people talking about you around the coffee machine or in a meeting.
This process promotes in-depth personalization of communications and offers, significantly improving conversion rates and solidifying customer relationships.
ABM is based on multiplying contact points for a single target company. Contacting decision-makers directly is not enough for these companies, which are often highly organized and of considerable size (over 500 employees). To maximize your chances of getting a meeting with the decision-maker, don’t neglect all the people around him.
Typically, we contact :
- Operational staff
- Les responsables / head of
- Directors
- The decision-maker
Why is LinkedIn crucial to a successful ABM strategy?
LinkedIn, the leading professional platform, is indispensable for executing a successful ABM strategy. With over 13 million company pages and advanced targeting features, LinkedIn offers a unique opportunity to connect directly with targeted accounts, with unprecedented precision. By mastering SalesNavigator filters, you can recreate an organization chart of your target companies. The aim is to have a map of all the people who work in any way on the subject that your product/service solves.
What’s more, thanks to its functionalities, LinkedIn fosters effective collaboration between marketing and sales teams, a key component of ABM, guaranteeing targeted and harmonious communication to key decision-makers.
LinkedIn is a valuable ally for measuring the effectiveness of your ABM, offering performance indicators and useful feedback for optimizing your actions.
Opting for LinkedIn as part of your ABM brings you considerable advantages:
- Access to a network of over 900 million professionals, 93 million of whom are decision-makers.
- Find your exact accounts based on criteria such as company name, size, sector, location, and more.
- Flexibility to create advertising campaigns aligned with your specific objectives, whether awareness, engagement or lead generation.
- Ability to analyze the effectiveness of your campaigns and adjust your techniques for optimal results.
Laying the foundations for your ABM strategy on LinkedIn
To succeed with your ABM (Account-Based Marketing) strategy on LinkedIn, it’s crucial to start with detailed planning and a clear understanding of your business objectives. These are the foundations that will guide and optimize the impact of your marketing campaigns. Thanks to the mesh you’ve created, you’ll have several databases that you can contact with different types of exchanges and different objectives.
This is where MirrorProfiles comes into its own. With several Linkedin accounts, you can test different types of message on the same person. If you only use your Linkedin account, as it has a native exchange history, you only have 1 chance of hitting the bull’s-eye.
Define your specific ABM objectives
It’s essential to start by setting specific, quantifiable goals. What do you want to achieve? Increase brand awareness, capture high-quality leads, or boost your conversion rate? Setting defined objectives will help you to direct your actions strategically and evaluate the effectiveness of your ABM approach.
For example, you may very well have an ABM approach that performs well on the white paper download rate, but less well on conversion into appointments. You can therefore conclude that this is the part to work on, and perhaps propose the white paper only once the appointment has been made.
Objectives can and should differ depending on the type of prospect you’re contacting. For example, if you’ve included assistants in your strategy, your objective won’t be to trigger appointments, but to get them to download a white paper or take part in a webinar. More of a marketing / lead nurturing objective. A contratio, as soon as you reach hierarchical levels such as “Director” or “Head of” it will be necessary to push for an appointment. CTAs (Call To Action) should therefore be different in the same ABM campaign, depending on the type of prospects you’re targeting.
Analyze your target market
Before starting your ABM campaign on LinkedIn, you need to define your ideal customer profile (ICP) – in other words, the type of business that would benefit most from what you have to offer, that would value your unique selling proposition and help achieve your business goals. When creating your KPI, consider criteria such as :
- The business sector
- Company size
- Sales figures
- Geographical location
- Needs and challenges
- Growth opportunities
Also examine your current customers to identify those who are the most profitable, satisfied and loyal. But don’t forget the all-too-often forgotten but essential factor: accessibility. Instead of wasting time on prospects that are almost impossible to sign. Gain notoriety by signing smaller customers. This will help you identify common features and specific problems that you can exploit to fine-tune your KPI.
Identify and segment your target accounts
Clearly determining which accounts to target is a fundamental step in your linkedin prospection. Leverage demographic information, user behavior and specific data provided by LinkedIn to segment your prospects and personalize your exchanges. This will enable you to focus on the prospects most likely to convert into customers. A must-have for this is mastering SalesNavigator filters.
But don’t hesitate to couple this information with other data sources such as SocieteInfo or Appolo.
Know your audience and its needs
In-depth knowledge of your audience is essential. What challenges do they face? What are their needs and main concerns? By understanding your audience, you’ll be able to design content that truly resonates with them and stimulates engagement.
For example, one of our customers rents 15 Linkedin MirrorProfiles accounts, and devotes 5 of them to database qualification. Specifically, on these 5 Linkedin accounts he personalized them as law students needing answers for a group project. The questions in this “group project” are used to qualify the prospect so as to know whether or not the other 10 Mirrorprofiles accounts should prospect him.
Profile and content optimization for ABM
A strong presence on LinkedIn is essential for any BtoB company. Optimizing your corporate and personalprofile is the first step towards a successful ABM strategy. A carefully crafted account aligned with your ABM objectives can be a highly effective conversion tool. If your Linkedin page has a marketing objective, it must have a “summary”, a “headline” and a cover photo in line with the target.
Create an attractive and relevant company page
Your LinkedIn company page needs to captivate while providing key information. It’s imperative that it accurately reflects your company’s values and expertise, and is optimized for search. Make sure your cover image, logo and company summary project a professional image and are in line with your brand identity. Incorporating appropriate keywords will boost your visibility, while highlighting your greatest achievements will attract more attention.
Content strategies to engage target accounts
The content you share on LinkedIn must resonate with these accounts. Developing a content strategy focused on presenting case studies, testimonials and industry analysis relevant to your prospects’ challenges and needs is crucial. Vary the formats:
- Articles
- Videos
- Infographics
- Linkedin Posts
- Linkedin comments
- etc.
To maintain interest and establish your position as an opinion leader, you need to be regular. It’s a good idea to draw up an editorial calendar in advance, so that you’re at least 4/5 weeks ahead in your publications.
Use personalized content to deepen the relationship
Personalization is at the heart of ABM strategy. Generate targeted content that specifically addresses the issues of the accounts you’re targeting. Sending personalized messages, invitations to exclusive webinars, and customized promotions can solidify this relationship while accelerating the conversion process.
Leveraging LinkedIn’s advertising tools for ABM
LinkedIn’s advertising features, including Sponsored Content, Message Ads, and Dynamic Ads, provide access to precision targeting. Using these options, you have the ability to communicate in a personalized way with your audience, either through their news feed or directly in their messaging, optimizing the relevance and impact of your ABM campaigns. It can be interesting to combine your outgoing prospecting actions with Linkedin advertising. The 2 are complementary and will maximize results. Advertising will help you gain credibility in the eyes of your prospects.
Use LinkedIn Sales Navigator for precise targeting
LinkedIn Sales Navigator is a major asset for marketers and salespeople, offering advanced search capabilities for fine-tuning prospect targeting. Thanks to its advanced filtering system, you can identify and interact with high-quality prospects, boosting the effectiveness of your ABM strategy on LinkedIn. LinkedIn makes it easy to target your accounts based on professional criteria such as :
- Company name
- Company size
- The business sector
- Location
- The position
- The skills
- Groups
- Etc.
You can also import lists of targeted companies from sources such as your CRM, prospects, partners or competitors, and LinkedIn will distribute your content to these companies. This option is only available to users of SalesNavigator Advance. Find out all about Linkedin subscriptions.
Synchronize your CRM with LinkedIn for greater efficiency
Combining your CRM with LinkedIn can transform your sales and marketing approach, making it far more effective and, above all, less time-consuming for your sales or marketing team. To achieve this, MirrorChat and MirrorCRM are 2 essential elements for good structuring. This facilitates lead management and boosts the success of your ABM campaigns thanks to optimal use of data.
Create a list of target companies
Once you’ve exploited LinkedIn’s targeting tools, you’ll have a directory of potential companies to integrate into your ABM tactics. But it’s not just a matter of selecting all the companies that match your KPI. You need to assess the potential of each business, prioritizing it according to its level of interest, maturity and likelihood of conversion.
Here are a few ways to do so:
- Scoring, which evaluates companies according to their compliance with your KPI and their level of interaction.
- Grading, which ranks companies according to their revenue potential, sales cycle and acquisition cost.
- Fit, which measures how closely companies’ needs match your solutions.
Using these criteria, create your business directory and segment it into categories, such as strategic accounts, key accounts, and high-potential accounts. This will help you adjust your degree of personalization and budget for each segment.
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Creating content tailored to each company
For your ABM strategy on LinkedIn to bear fruit, it’s vital to develop content that responds precisely to the specific needs, challenges and objectives of each target company. The point is not to generalize your message, but to personalize it according to the unique characteristics and expectations of each individual. This requires in-depth knowledge of your audience, including their problems, motivations, obstacles and decision criteria.
You can enrich this knowledge from a variety of sources, including your CRM, sales interactions and market research. Here,A/B testing and, more generally, customer discovery are key.
It’s then crucial to adjust your posts and shares to each phase of the customer journey, taking into account each company’s level of maturity and interest. Your content must captivate, educate, convince and encourage action. In this case, it will be useful to use MirrorCRM to track your prospect’s progress towards becoming a lead.
To achieve this, we offer a range of formats: blog articles, infographics, white papers, webinars to increase awareness and credibility; case studies, testimonials, demonstrations, comparisons to generate commitment and trust; personalized offers, free trials, audits, quotes to stimulate conversion and loyalty.
Create content adapted to each type of person per company
Focusing on the company as a whole is only part of the equation. It is also essential to consider the different profiles involved in the decision-making process within each organization. A search on LinkedIn indicates the average participation of 6.8 decision-makers in a BtoB purchasing process.
This involves identifying the personas that play a key role in the purchase of your solution, and tailoring your shares to their specific requirements, roles and preferences. These personas include: the initiator, who perceives the need; the influencer, who guides choices; the decision-maker, who finalizes the purchase; and the user, who evaluates the solution on a daily basis.
For each of them, relevant, value-providing advertisements that explain the benefits of your solution and anticipate their reluctance are vital. The choice of format and delivery channel must also correspond to the persona’s consumption habits, including videos, podcasts, newsletters to attract attention; guides, checklists, how-to sheets to inform; invitations, forms, surveys to encourage interaction and feedback.
Maximize engagement by multiplying prospecting Linkedin accounts
To optimize your target audience’s involvement on LinkedIn, one effective method is to vary your points of contact and distribution channels. More than just publishing on your company page or via advertising campaigns, it’s about actively involving your employees, Mirrorprofiles accounts and partners to extend your reach and reinforce your credibility.
Techniques such as employee advocacy, encouraging your employees to share your posts on their LinkedIn profiles to reach their networks and build trust in your brand; influencer marketing, calling on experts and leaders to promote your information within their communities; and co-marketing, collaborating with complementary companies to create and share enriching information, are particularly effective.
But also, multiplying prospecting Linkedin accounts. Thanks to MirrorProfiles coupled with MirrorChat, your sales rep will be able to manage up to 5 Linkedin accounts. This will enable him to test 5 different approaches on 1 and the same prospect.
Using LinkedIn advertising for ABM
The different types of LinkedIn ads
LinkedIn offers a variety of advertising formats, ideal for supporting your ABM strategy. Depending on your objectives, budget and target audience, you can choose from these options:
- Text ads: Visible at the top or side of the LinkedIn home page, they direct traffic to your website or company page.
- Sponsored ads: Integrated into LinkedIn’s News Feed, they broadcast your shares (articles, videos, infographics) to your targeted audience.
- Sponsored InMails: Present in the LinkedIn messaging system, they allow you to send personalized messages directly to your prospects.
- Dynamic ads: Displayed on the right-hand side of the LinkedIn home page, they personalize your message according to the prospect’s profile (name, photo, company).
- Video ads: captivate your audience in the News Feed with short, memorable videos.
- Carousel ads: Present several products, services or testimonials in a single News Feed ad.
- Display ads: Visible on third-party LinkedIn partner sites, they extend your reach beyond the platform.
Create targeted advertising campaigns
To deploy effective advertising campaigns on LinkedIn, follow these steps:
- Access LinkedIn’s Campaign Manager, create an advertising account and define your campaign objective (awareness, consideration or conversion).
- Select the advertising format best suited to your objective, budget and audience.
- Identify your audience using LinkedIn criteria (company, sector, position, skills, etc.) or import your list using Account Targeting.
- Design your ad: punchy text, a relevant image or video, and a clear call to action.
- Set your budget and schedule, choosing the billing model (cost per click, per impression, per mailing) and campaign duration.
- Launch your campaign and monitor its performance via LinkedIn’s Campaign Manager.
Measure the success of your ads
To evaluate the effectiveness of your campaigns on LinkedIn, refer to the following KPIs, available on Campaign Manager:
- Number of impressions: How many times your ad has been viewed.
- Number of clicks: How many times your ad has been clicked.
- Click-through rate (CTR): The ratio of clicks to impressions.
- Cost per click (CPC): The average cost of each click.
- Number of conversions: The number of desired actions carried out thanks to your ad.
- Conversion rate: The ratio of conversions to clicks.
- Cost per conversion: The average cost for each desired action performed.
- Return on investment (ROI): The profit generated in relation to the cost of the campaign.
These KPIs will enable you to precisely measure the impact of your LinkedIn ads and adjust your ABM strategy to maximize your results.
Measuring the success of your ABM strategy on LinkedIn
Measuring the effectiveness of your Account-Based Marketing (ABM) strategy on LinkedIn is essential for evaluating the impact of your initiatives and guiding your future strategic choices. This requires determining the right Key Performance Indicators (KPIs), constantly analyzing data and engaging in continuous learning to refine future campaigns.
Use LinkedIn Analytics to track your performance
Take advantage of the platform’s analysis tools. These tools enable you to track the key performance indicators (KPIs) of your marketing and sales initiatives. LinkedIn Analytics is accessible from your company page, your advertising account or your personal profile, enabling you to gather valuable information such as :
- Your company page’s traffic, followers, engagement and recommendations.
- Impressions, clicks, conversions and leads obtained via your advertising campaigns.
- Views, reactions, comments and shares on your organic or sponsored posts.
- Login requests, messages, recommendations and skills validation on your personal profile.
- The profile and volume of visitors to your company page, campaigns and profile.
By analyzing this data, you can assess the effectiveness of your ABM strategy on LinkedIn and identify areas for improvement.
Identify key KPIs for ABM
Key Performance Indicators (KPIs) are quantitative measures used to assess the effectiveness of your ABM strategy. Crucial KPIs include conversion rate, cost per acquisition, engagement with target accounts, and return on investment (ROI). These indicators must be in line with your business objectives to reveal precise insights into your performance. On Linkedin, using a Linkedin automation tool like Hey Reach, you can easily track the following KPIs:
- Acceptance rate for your connection requests: aim for over 30%.
- Response rate to your Linkedin messages: Aim for over 20%.
Analyze and adjust your campaigns in real time
The ability to analyze and adjust your live campaigns is essential to their success. Use automation tools and analytics platforms to track performance and modify your campaigns based on insights gained. Adjustments can be made to the message, targeting and advertising budgets.
Learn and optimize
Every campaign is a learning opportunity. Look at what went right and where you can improve to understand your successes and failures. Use this knowledge to perfect your future methods, continually improving your tactics to better meet the expectations of your target accounts.
Techniques for optimizing your ABM strategy
To perfect your strategy, it’s essential to take action based on the results you’ve achieved. Here are a few techniques:
- Adjust your targeting based on interactions with your target accounts, discarding those that show no interest or are irrelevant.
- Tailor your shares to the needs and objectives of your target accounts, experimenting with different formats, messages and incentives to action.
- Strengthen your relationship with your target accounts by adding value, creating loyalty and encouraging them to become ambassadors.
- Work with your marketing and sales teams to ensure a coherent, complementary approach, while sharing successes and learnings.
- The use of Linkedin’s Smart Links can be a considerable asset if used properly.
The importance of A/B testing
A/B testing is crucial to optimizing your strategy. This method involves comparing two versions of a marketing action with a segment of your audience to measure its effectiveness. A/B testing helps you to :
- Detect the elements that most influence the performance of your actions, such as the title, image, content or call-to-action button.
- Choose the most effective option in terms of clicks, conversions, leads, and more.
- Refine your understanding of your audience by identifying their preferences and motivations.
To carry out A/B testing, follow these steps:
- Determine your objective and the performance indicator to be monitored.
- Create two versions of your action by modifying a single element.
- Distribute these versions to a representative sample of your audience, with the same budget and duration.
- Analyze the results and choose the best option.
- Apply the winning version to your entire audience.
Case studies and best practices
The effectiveness of ABM (Account-Based Marketing) strategies on LinkedIn is supported by a considerable number of success stories. Yet every success story is accompanied by lessons learned from common mistakes. Experts share their tips for building a solid ABM strategy in line with the challenges of 2025.
Companies such as Adobe have validated the relevance of ABM on LinkedIn, achieving remarkable conversion rates and positively influencing purchasing decisions through targeted, personalized campaigns.
Common mistakes include using an insufficient company page, failing to use relevant LinkedIn Groups, and lacking a coherent content strategy. Avoiding these mistakes is crucial to maintaining a solid and meaningful professional presence.
Specialists advise focusing on specific objectives, mobilizing internal brand ambassadors, and employing targeted ABM tactics to engage high-value accounts, thus fostering strategic growth.
In short, ABM (Account-Based Marketing) on LinkedIn is a particularly effective but complex method, requiring in-depth knowledge of your key prospects and careful application. In 2025, brands that implement a personalized, data-driven strategy, boost their visibility on the web and closely monitor their results, will clearly stand out from the crowd. To carry out a real ABM strategy on Linkedin, you’ll need to deploy several fake Linkedin accounts in order to have sufficient volume AND, above all, the possibility of testing several types of prospecting messages.
It’s time to adopt these proven approaches in your marketing plan to convert your prospects into valuable business partners now.
