LinkedIn ABM marketing is the best way to target the enterprise accounts on your "most-wanted" list.

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Account-Based Marketing (ABM) has become a go-to strategy for B2B companies looking to drive revenue by focusing on high-value accounts. Instead of casting a wide net, ABM narrows the focus to the accounts that matter most—aligning marketing and sales for maximum impact.

What is Account-Based Marketing (ABM)?

ABM is a highly targeted B2B marketing strategy that treats individual accounts as markets of one. It involves personalized campaigns tailored to specific companies, leveraging data and insights to engage decision-makers and accelerate deal velocity.

Unlike traditional marketing strategies that prioritize volume, ABM focuses on quality. The goal is to build meaningful relationships with high-value accounts, ensuring marketing and sales efforts are strategically aligned to drive revenue growth.

ABM vs. Conversation Ads

Account-Based Marketing (ABM) and LinkedIn Conversation Ads both focus on targeted outreach, but they take different approaches. ABM is a long-game strategy — highly personalized, multi-channel, and built around nurturing key accounts with tailored content and engagement. It’s about precision and relationship-building at scale.

Conversation Ads, on the other hand, are a more immediate, interactive way to engage prospects in real time. They create a chat-like experience in LinkedIn’s messaging inbox, guiding users through a decision tree of responses. While ABM is about sustained influence across a buying committee, Conversation Ads offer a quick way to qualify leads and drive action.

Ideally, the two should work together. Conversation Ads can be a high-impact touchpoint within a larger ABM strategy, helping warm up decision-makers and drive engagement at key moments.

ABM specs

In contrast to other LinkedIn ad types, ABM (Account-Based Marketing) doesn't have the same specific technical requirements. However, audience targeting is crucial for ABM's success.

Tailoring your approach to high-value accounts and leveraging detailed segmentation is key. With Abe's TAM production process, we emphasize precise targeting — refining your ideal customer profile (ICP) and prioritizing key accounts based on factors like industry, company size, and specific pain points. This ensures you're investing resources in the most impactful segments, maximizing ROI and driving stronger engagement from your most promising prospects.

ABM + B2B = made for each other

B2B sales cycles are long and involve multiple decision-makers, making effective engagement crucial. ABM helps align marketing and sales teams to target the right people at the right time, which can shorten sales cycles and increase deal sizes. It is especially effective in industries like Enterprise SaaS, Financial Services, Cybersecurity, and Healthcare Tech, where personalized outreach drives results.

ABM works for B2B by fostering better sales and marketing alignment, with both teams focusing on the same high-value accounts. This leads to higher close rates and increased deal sizes as personalized engagement boosts conversion and targets high-value prospects.

Dos and Don'ts of ABM

Do align marketing and sales teams

ABM works best when everyone is on the same page. Get your marketing and sales teams to sync up, share data, and collaborate on strategy. It’s a partnership, not a competition.

Do personalize your outreach

Stop sending generic messages. Use data to speak directly to the challenges and needs of your target accounts. The more personalized, the better the results.

Do use data to inform your strategy

ABM isn’t a gut-feeling game. Use firmographic data, intent signals, and account activity to guide your strategy and targeting. The more insights you have, the sharper your aim.

Don't treat ABM like traditional demand gen

ABM is not just about generating leads. It’s about building deep relationships with your target accounts. Don’t think of it as “filling the funnel”—it’s about quality, not quantity.

Don't forget about existing accounts

Don’t just chase new logos. Account expansion is key. Upsell and cross-sell within your existing customer base to drive growth and deepen relationships.

Don't underestimate the power of multi-touch engagement

One email won’t cut it. Engage with your accounts across multiple channels and touchpoints — social, email, content, direct mail. The more consistent your outreach, the better your chances.

Abe's tactics for...ABM

1. Focus on defining and targeting your ideal customer profile (ICP) to the point where you're absolutely certain you know what they care about
2. Personalize all of your outreach to make it feel less "cookie cutter" 
3. Align marketing and sales teams to ensure shared commitment to the strategy from every angle
4. Use data to identify when target accounts are actively researching solutions and engage them at the right time
5. Engage with target accounts across multiple channels, not just LinkedIn!
6. Foster a culture of "first party data" into your business to reduce your reliance on third-party sources
7. Create value-driven content that speaks to your ICP's JTBD (you can use this both as a download incentive and as sales enablement) 
8. Segment your accounts based on how good of a fit they are for your brand, not based on how badly you want them as a customer
9. Involve all internal stakeholders in the KPI setting process so that you can all agree on what success looks like
10. Treat ABM as a relationship-building strategy, not just a lead generation approach
11. Optimize and iteration on a more frequent basis than you would with other ad types
12. Double, triple, and quadruple check copy — you never want to make the mistake of mentioning the wrong company name!
13. Nurture multiple stakeholders within an account, not just a single decision-maker
14. On that subject, be very sure about who your decision-maker is (it's not always who you think)
15. Be patient with ABM — it’s a long-term strategy that requires consistent effort and engagement to see significant results.

How to measure ABM peformance

Awareness KPIs

Awareness KPIs evaluate how well your ABM campaigns grab attention and establish brand recognition within your target accounts. A solid awareness strategy ensures that when prospects are ready to buy, they already know your brand and trust it. This leads to reduced acquisition costs and improved conversion rates as prospects move through the sales funnel.

Engagement KPIs

Engagement KPIs track how effectively your content keeps prospects interested and prompts them to interact with your brand. High engagement signals strong account interest and can lead to deeper connections, while poor engagement may suggest a need for refined targeting, messaging, or user experience.

• Scroll Depth
• Time on Page
• Bounce Rate
• Completion Rate

Lead Generation KPIs

Lead generation KPIs measure how well your ads are capturing high-intent prospects. A low Cost-Per-Lead (CPL) indicates cost-effective customer acquisition, while an increase in qualified leads and form submissions shows that your targeting and messaging are on point. Optimizing these KPIs ensures your ad spend is driving meaningful engagement with prospects who are more likely to convert into customers.

• Cost-Per-Lead (CPL)
• Qualified Leads
• Form Submissions

Conversion KPIs

Conversion KPIs assess how well your ads turn engaged prospects into customers. A high conversion rate reflects strong ad performance and audience alignment, while a low Cost-Per-Acquisition (CPA) indicates efficient spending. Assisted conversions reveal the importance of multiple touchpoints throughout the buyer's journey, showing how your ads contribute beyond just last-click attribution.

• Conversion Rate
• Cost-Per-Acquisition (CPA)
• Assisted Conversions

How much does Account-Based Marketing (ABM) cost?

The cost of Account-Based Marketing (ABM) can vary widely depending on factors like your target market, campaign scale, and the tools you use. For smaller businesses or highly targeted campaigns, ABM can cost between $5,000 and $25,000 per year. This typically includes advertising spend, content creation, and basic marketing automation tools. For mid-market companies, costs can range from $50,000 to $100,000 per year, with more advanced targeting, personalized content, and a more robust tech stack.

It's important to think of ABM in terms of Return-On-Investment (ROI). It's only worthwhile to spend a large amount of money on ABM if you can expect to get more in return.

ABM demystified

Ready to take your B2B marketing to the next level? Account-Based Marketing (ABM) is the game-changer you’ve been waiting for. At Abe, we specialize in turning targeted accounts into loyal customers with personalized, high-impact strategies. If you're looking to scale faster, build stronger relationships, and drive real revenue, let’s talk. Contact us today and discover how ABM can transform your business.

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We understand if you have a complicated relationship with social media—we do! With so many things competing for our attention, it’s easy to feel overwhelmed. The thing is though, there are quite few brands that are beating the odds with truly great content. Brands that keep you scrolling.

LinkedIn, perhaps, gets the worst rep among social media platforms. But the reality is that LinkedIn is an invaluable tool in B2B marketing. So brands that incorporate LinkedIn with bingeable content? Those are some true leaders at the forefront of B2B marketing.

Consider these tips on promoting your brand on LinkedIn:
Not every post has to be all about your brand (and honestly, it’s way more fun when it’s not).
Walk the talk. If you're a design brand, make sure your design is on point; if you’re a financial analytics company, double-check your math before posting on LinkedIn, and so on.
A cohesive brand identity and design can work wonders for any brand.
It’s all about "stopping the scroll" with something that’s fresh, eye-catching, or downright valuable.

‍1. Chili Piper‍

Chili Piper has nailed the art of walking the line between being relatable and avoiding total cringe. They’ve got a sixth sense for trends—rather than just jumping on them, they ride the wave and jump off just before it loses its cool.

If you don’t have someone on your team who's always plugged in to catch those trends, you can still take a page from Chili Piper’s playbook. Try out some fun quizzes or lean into the classic charm of self-deprecation to stay in the loop.

To make this approach work, stay aware of trends without blindly chasing them. Focus on those that genuinely align with your brand’s identity, and use them in a way that feels natural, not forced. Avoid overdoing it—Chili Piper succeeds because they tap into trends just enough, again, without crossing into cringe territory. 

The goal is to stay authentic, be discerning with trends, and engage with your audience in a way that feels fresh but not over-the-top. Keep it simple and genuine.

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If you don’t have someone on your team who terminally online enough to catch up on trends, you could also take a page out of Chili Piper’s books by making use of quizzes:

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Or good ‘ole fashioned self deprecation: 

2. Figma

Figma’s got it all figured out. Their platform looks stunning because, well, it has to—they’re selling to graphic designers, after all! As one of the leading design tools in the market, Figma understands a critical aspect of branding: presentation matters. It’s one of the golden rules of branding: if you’re offering a service or product, you’ve got to walk the walk. This means that, as a company or individual, you should be demonstrating the same level of expertise and attention to detail that you expect from others.

In other words, whatever you do for others, make sure you’re absolutely nailing it yourself. This isn’t just about looking good; it’s about showing up with confidence and authenticity. Figma’s success lies not only in its product but also in its brand’s ability to represent the very values it’s promoting. By creating a visually appealing and easy-to-use platform, Figma proves that if you’re serious about your craft, you need to reflect that seriousness in everything you do—especially your branding.

Figma gets it right, and so can you! Nail your craft first, then show it off with confidence. After all, if your brand looks good, people will take notice. A polished, professional image is often the first impression, and it’s one that can leave a lasting impact.

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3. Posthog

Posthog is famous for their totally wild billboards, starring their hedgehog mascot in all kinds of ridiculously relatable work scenarios. Naturally, this quirky little hedgehog is now available as a plush toy—because, of course! This fits right in with Posthog’s signature brand of bizarre LinkedIn content that often feels like a fever dream.

If you need a good laugh while scrolling, definitely follow their co-CEO, James Hawkins—his posts are sure to have you giggling.

This approach works because it’s bold, fun, and totally unapologetic. By mixing humor with unexpected twists—like those hilarious billboards and a plush hedgehog—Posthog grabs attention and leaves a lasting impression. 

To adopt this, get creative and inject some playful energy into your content. Don’t be afraid to break the mold and show your audience you’re more than just a brand—you’re a little bit quirky and a lot of fun. Sometimes, a dash of weirdness is exactly what your brand needs!

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Their co-CEO James Hawkins is a good follow if you like to guffaw during your daily scroll: 

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4. Bereave

And then there’s the less silly route—Bereave is on a heartfelt mission to help workplaces handle loss with more care, so it’s no surprise their content is full of empathy. Anything else would just feel... off.

What’s cool is that Bereave addresses where their ideal customers can improve, but instead of making anyone feel bad, they inspire them to do better. It’s all about sparking positive change with a little heartfelt encouragement.

Why does this work? Because it’s all about empathy and lifting people up instead of tearing them down. Bereave nails it by recognizing the sensitive nature of their mission and crafting content that feels supportive, not judgmental. They create a safe space where their audience can grow without feeling bad about themselves. 

To make this work for you, get to know your audience’s struggles and talk to them with care and encouragement. Skip the judgment and focus on inspiring them to do better. A little empathy and positivity can go a long way in building a real connection.

5. ClickUp

Being funny as a brand is no easy feat. Social media users have zero patience for humor that feels too “corporate,” and most brands crash and burn trying to make people laugh. But ClickUp? They’re in a league of their own. Their scripts are on point, and the acting is way better than it has any right to be (seriously, check out this sketch).

ClickUp knows the secret: keep it real and don’t try too hard. Their humor feels natural, not forced, which makes it totally relatable and fun. To steal this playbook, focus on content that stays true to your brand’s vibe and let your personality shine through. 

A little humor can go a long way, but the key to being funny is to nott overthink it—just be clever and honest. (They say it’s funny because it’s true). If you keep it authentic and lighthearted, your audience will totally vibe with it and remember you for being fun and real, not trying too hard to be the “funny brand".

6. SEMRush

In the ever-mysterious world of SEO, it’s a no-brainer for a company to serve up some educational content. SEMRush totally aces this, offering a treasure trove of knowledge that’s both super helpful and easy to digest. 

Sure, you’ll find the occasional meme or joke tossed in for good measure, but mostly, it’s packed with clever tips and juicy discoveries that will make you look like the SEO wizard your boss always dreamed of. It’s the perfect mix of brainy brilliance and a sprinkle of fun—because learning should never be boring!

This approach works because SEMRush makes learning feel like a breeze! They serve up useful SEO insights with a side of humor, so you’re not stuck slogging through dry content. By mixing in memes and fun tidbits, they keep things light while still delivering solid knowledge. 

Want to do this too? Offer value in your content, but don’t be afraid to let your personality shine! Toss in some humor, relatable moments, or even memes to keep your audience smiling while they learn. This combo of brainy and fun makes your brand unforgettable and keeps people coming back for more!

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7.  Ahrefs

Ahrefs is always on the move, rolling out new features and updates like clockwork, and they’re fantastic at keeping their audience in the loop with fun and informative LinkedIn posts. They really know how to make sure no one misses out on the latest and greatest!

And let’s not forget about Ryan Law, Ahrefs’ Director of Content. His posts are often thought-provoking and definitely stir up some lively debates, making him the unofficial king of engagement at Ahrefs. He’s got the perfect mix of sharp insights and conversation starters!

This approach works because Ahrefs knows how to turn updates into a fun, engaging experience! They drop valuable info without making it feel like a dry announcement, keeping their audience excited and eager for more. 

Want to do the same? Keep your updates lively, relatable, and filled with personality! Don’t just share news—make it fun and interactive. Channel your inner Ryan Law by sparking conversations and getting people to think (and comment). When you mix useful info with a little fun, you’ll keep your audience hooked and coming back for the next update!

We would be remiss if we mentioned Ahrefs without speaking of Ryan Law, their Director of Content, whose posts like the one below often spur debate: 

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8. Notion

Notion doesn’t just have users—it has an army of devoted fans. And it knows how to make the most of this (in a totally fair, everyone-wins kind of way) by shining the spotlight on user-generated content, like these awesome micro case studies from real-life Notion fans:

But here’s the best part—not only does Notion take inspiration from its fanbase, but it gives back, too! They regularly handpick a lucky group to try out beta versions of brand new features. It’s like an exclusive VIP club, where the fans get to shape the future of the product they love.

This approach works because Notion knows how to turn its users into superfans. By sharing user-generated content and giving fans early access to new features, they create a sense of community and exclusivity. It’s a fun, mutually beneficial way to keep people excited and involved. 

Want to try this? Start by engaging with your fans—show off their content and let them know they matter. Throw in some perks like early access to new features or exclusive sneak peeks. Make your community feel like VIPs, and they’ll love being part of your brand’s journey (and tell everyone about it).

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They don’t only take from their fanbase either. They give back, offering beta versions of new product features to a select few on a regular basis:

9. HubSpot

HubSpot is the ultimate LinkedIn marketing sidekick, making it easier than ever to manage campaigns, capture leads, and track results—all in one place! With seamless integration, users can run LinkedIn ads, target the perfect audience, and see how well their campaigns are doing, all without leaving HubSpot. Plus, any leads generated from LinkedIn ads are automatically synced to the HubSpot CRM, so no potential customer slips through the cracks. 

HubSpot lets you send InMails and check out LinkedIn insights directly within the platform. With powerful analytics, you'll be able to tweak campaigns and make smart, data-backed decisions.

Here’s the secret: each approach works because it makes everything smoother and more efficient, like a marketing shortcut. By syncing HubSpot with LinkedIn, you’ll easily manage campaigns, zero in on your perfect audience, and track leads—all in one spot. To get started, link your LinkedIn ads to HubSpot and watch those leads get neatly organized. Then, use HubSpot’s analytics to see what’s working and fine-tune your strategy. And don’t forget to send InMails and check out LinkedIn insights right within HubSpot. Follow these steps, and you’ll see your marketing efforts soar with less hassle and more fun!

10. Gong

Gong is crushing it in LinkedIn marketing by serving up a steady stream of high-frequency, data-packed content that builds connections and drops valuable insights. With 10-15 posts a week, they’re way ahead of the pack compared to most B2B and SaaS companies. Their content isn’t just fluff—it’s packed with actionable tips that followers can use right away to level up their sales calls. 

So here’s why it works: regular posting keeps you in the spotlight, and sharing data-driven tips gives your audience something they can actually use. To jump on this bandwagon, start by posting frequently—aim for around 10-15 times a week if you're feeling bold! 

But don’t just chase leads; focus on building relationships and giving value. Your followers will thank you with loyalty. Don’t forget to check LinkedIn analytics to see what’s clicking, then tweak your approach to keep things fresh and fun. Follow these steps, and you’ll be a LinkedIn rockstar in no time!

11. Hootsuite

Hootsuite is your all-in-one LinkedIn marketing superhero, making it a breeze to manage your social media from one dashboard. You can create, schedule, and engage with content across platforms without breaking a sweat. Hootsuite takes your best organic posts and boosts them for maximum reach and engagement. 

Plus, it makes LinkedIn ads a piece of cake, letting you target the perfect audience by job title, location, and more. Want to know what people are saying about your brand? Hootsuite’s social listening tools have you covered! With analytics to track performance, Hootsuite is the ultimate sidekick for scaling your LinkedIn marketing game.

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To work like Hootsuite, start by managing all your social media in one place—no more jumping between platforms. Schedule and engage with ease! Next, find your top posts and give them a boost to get more love. For LinkedIn ads, target your ideal crowd based on job titles, location, and more to make sure you're hitting the right people. Use social listening to eavesdrop on brand chats and adjust as needed. Finally, track everything with analytics, and watch your LinkedIn marketing game level up with these simple moves.

12. Cognism

Cognism is rocking LinkedIn marketing by supercharging B2B data and sales intelligence to help businesses find and connect with the right decision-makers, boosting revenue along the way. Their platform lets you target specific industries, job titles, and company sizes, making sure your marketing hits the bullseye. 

Whether you're diving into demand generation or account-based marketing (ABM), Cognism’s data and insights give you the edge for laser-focused campaigns. Their strategies aren’t just talk—one case study showed a 200% increase in engagement and 120% more reach.

Here’s the magic behind it: targeted, accurate data makes sure you’re talking to the right people—no more wasting time! To get started, use a platform like Cognism to zoom in on your dream prospects by industry, job title, and company size. 

Then, dive into demand generation and account-based marketing (ABM) to make your campaigns super personalized. Keep an eye on the results—Cognism’s approach has led to big boosts in engagement! So, tweak and refine as you go. With solid data and a focus on building real relationships, you’ll be a LinkedIn marketing pro in no time.

13. Uptick

Uptick is killing it in LinkedIn marketing by creating digital strategies that actually deliver—attracting the right customers, ramping up sales, and boosting ROI! They focus on getting clear results that make a real impact. 

Specializing in LinkedIn’s B2B magic, Uptick helps businesses connect with the perfect audience and build solid relationships. They know all the tricks for sharing killer content, growing brand awareness, and earning trust. 

On top of that, they’ve got you covered with strategic planning, social media ads, volunteer recruitment, and engagement. With Uptick on your team, your LinkedIn game will be strong, focused, and ready to drive success!

Uptick’s magic is all about getting results that actually matter—like attracting the right customers and boosting your sales! To channel your inner Uptick, start by crafting LinkedIn strategies that focus on real growth. Share content that’s valuable and trust-building, while keeping an eye on your ROI to make sure you’re winning. Use LinkedIn’s B2B powers to connect with your dream audience and nurture those relationships. Get strategic with your planning, throw in some social media ads, and sprinkle in volunteer engagement for extra flair. Stick to the plan, and watch your LinkedIn game level up.

14. Clari

Clari is absolutely owning LinkedIn marketing, especially when it comes to helping revenue teams! Their platform gives businesses full visibility into performance, helping them spot opportunities and risks to keep forecasts on track and operations running smoothly. Think of Clari’s "Revenue Platform" as your secret weapon to optimize everything from sales to boardroom strategies. They focus on a customer-first approach, ensuring you hit your revenue goals with precision. 

Clari uses LinkedIn to share industry insights, sales tips, and leadership content, connecting with potential customers and showing off their expertise. With big names like Okta, Adobe, and Zoom in their corner, their platform is clearly a winner. They also highlight their inclusive, fun company culture on LinkedIn, making sure their employees feel valued and engaged!

Clari’s approach works like a charm because it combines smart data with a customer-first focus, helping businesses nail their revenue goals. To jump on this bandwagon, start by getting full visibility into your sales process—just like Clari does. 

Use a platform that tracks everything from the sales floor to the boardroom, so you can spot risks and opportunities early. Keep your customers in mind with every move, and use LinkedIn to share cool insights and industry tips. Don’t forget to show off your awesome company culture too—it’s a great way to build connections and boost revenue.

15. Flexa

Flexa is flipping the LinkedIn script by using the platform to match job seekers with companies that vibe with their values and preferences. They’re not out to be the top dog in traditional LinkedIn marketing, but they sure know how to make companies shine. 

Flexa helps businesses show off their unique culture, values, and work environments to attract the right talent. They’re all about transparency, sharing real, data-backed insights to help candidates make smart choices. Plus, LinkedIn gives Flexa a fun way to test out content, get feedback fast, and connect with ideal candidates—all while focusing on what really matters: values and culture.

Flexa’s strategy works because it’s all about finding the perfect match—just like a dating app, but for jobs! Want to try it? Start by showing off your company’s awesome culture and values on LinkedIn. Be real and share data-driven insights so candidates know exactly what they’re signing up for. 

Get chatty with your audience, test out different content, and see what clicks. LinkedIn is your playground for quick feedback, so don’t be afraid to experiment! Focus on what makes your company special—its vibe, values, and culture—and watch the right talent come to you. Easy peasy!

Hire Abe to ramp up your LinkedIn presence

Being a leader is exhausting. Want us to take the reins for a while? 

Get in touch with one of our LinkedIn experts and we'll show you how Abe's unique approach to LinkedIn advertising can help your online presence and brand strength.