A Guide to LinkedIn ABM (Account Monitoring)

TL;DR:

• Segment your accounts into tiers for resource attribution.
• Prioritize different types of LinkedIn signals to engage with warm accounts and avoid wasting time on bad-fit leads.
• Build a signal-based account scoring system to filter down the right accounts to focus on.
• Personalize every message based on the engagement type to increase response rates.
• Measure LinkedIn's pipeline impact and ROI using tools like Letterdrop for direct attribution and tracking.

When it comes to LinkedIn ABM and your ABM strategy in general, not all accounts — or signals — are created equal. The trick is knowing how to single out and prioritize genuinely warm accounts that can actually move the needle.

Here’s how to cut through the noise, avoid wasting time on bad-fit leads, and turn LinkedIn into your top-performing ABM channel.

1. Segment Your Accounts

ABM isn’t a one-size-fits-all game. Segment your accounts into tiers to allocate your resources more effectively:

• Strategic ABM (One-to-One): Focus on high-value accounts that can deliver significant revenue or strategic opportunities. Engage these accounts with highly personalized tactics such as executive-level outreach, bespoke content, and tailored messaging that addresses their unique challenges.
• Scale ABM (One-to-Few): Group mid-value accounts with similar needs or industry characteristics. Use semi-customized campaigns that speak to their shared pain points.
• Programmatic ABM (One-to-Many): For lower-value accounts, leverage scalable approaches like social selling and targeted campaigns. This ensures you can engage these accounts without overextending resources.

2. Turn Your Sellers into Trusted Advisors

For ABM to succeed, your sellers need to be seen as trusted advisors — not just salespeople. A major hurdle in booking meetings, especially on platforms like LinkedIn, is that prospects often shy away from connecting with sales teams. Buyers can spot a sales pitch from a mile away.

To overcome this, encourage them to share content that resonates with your audience — think customer success stories, actionable industry insights, and their own learnings. This positions them as peers and advisors rather than just another sales rep trying to close a deal.

3. Find and Act on the Right LinkedIn Signals

In ABM, timing is everything. You want to know the difference between your LinkedIn sales triggers in order to prioritize the right ones at the right time.

We recommend dividing them into three categories — you can read more on our guide on the subject.

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3.1 Crowded but Valuable Signals

These are the obvious ones — new hires, funding rounds, or job postings. Everyone is tracking them, so they’re crowded.

The Problem: If you’re one of 50 people emailing “Congrats on your funding!” — don’t bother. Your prospect’s inbox is already flooded.

How to Win:

• Go deeper: find another reason to reach out beyond this very obvious trigger.
• Go multichannel
• Personalized touch: a thoughtful personalized video or voice note can go a long way and help you stand out

3.2 Hidden Public Signals

These require more work to uncover, but they’re less crowded.

Examples:

• Competitor engagement (e.g., a prospect likes a competitor’s LinkedIn post).
• Insights from job descriptions (e.g., hiring for RevOps could signal plans to scale).

How to Win:

• Use tools like Letterdrop, Clay, or Copy.ai to track these signals at scale.
• Personalize your outreach based on the context. For example, if they’ve been engaging with competitor content, position your product as a stronger alternative.

3.3 Private, Exclusive Signals

This is where the gold is — signals only you can track.

Examples:

• Prospects visiting your website or downloading your gated content.
• Newsletter clicks or LinkedIn profile views.

Why They’re Valuable: These signals show clear intent with zero competition.

How to Win:

• Track these signals with tools like Letterdrop and RB2B, and reach out fast.
• Make it as personal as possible, but avoid things like "I saw you liked our post." That's creepy and doesn't show a lot of thought on your part. Instead, try, "Saw that the concept of 'surround-sound marketing' might've hit home for you. X works wiht us and we wrote a guide on the playbook they run. Thought it might be helpful!"

4. Build a Signal-Based Account Scoring System

Building a data-driven account scoring model can help you properly filter down the right accounts to focus on.

Check out our guide for a more comprehensive breakdown, but here's the TL;DR:

Step 1: Collect Data

Pull signals from multiple sources:

• LinkedIn Engagement: Comments, shares, and profile views tracked via a tool like Letterdrop.
• Website Visits: Tools like RB2B identify high-intent visitors.
• Competitor Interactions: Flag prospects engaging with competitors using Letterdrop and other social listening tools.

Step 2: Score and Prioritize Accounts

Add points for:

• High engagement (e.g., multiple interactions with your content).
• Intent signals (e.g., LinkedIn profile views or competitor engagement).
• Firmographic fit (e.g., hiring for RevOps or recent funding).

Warm accounts get priority — you don’t need to boil the ocean.

5. Personalize Every Message — No Cookie-Cutter Stuff

Once you’ve scored your accounts, it’s time to act. But don’t send out cookie-cutter InMails. It can mean the difference between being ignored and getting that response.

Start by tailoring your outreach to the engagement type:

• First-party engagement: When prospects interact with your content, nurture the relationship by offering value first. Don’t pitch immediately; provide a resource or helpful insight tied to their interests.
• ICP posts: If a prospect posts about a problem you solve, comment thoughtfully and follow up with tailored solutions.
• Engagement on competitor or influencer content: Use their interaction as a conversation starter. Reference the shared challenge and offer actionable value.

For a deep dive into strategies and templates for following up on LinkedIn engagement, check out our article.

6. Measure, Learn, Iterate

If you’re looking to calculate LinkedIn’s pipeline impact and ROI, focus on these key steps:

Directly Attribute LinkedIn Pipeline to Revenue

Letterdrop has built-in dashboards to show you the direct impact of LinkedIn activity on ROI — it also syncs with CRMs like HubSpot and Salesforce for more granular tracking.

Track Sources with "How Did You Hear About Us?" Forms

Add this open-ended question to your inbound forms to identify leads coming from LinkedIn.

Use UTM Links

Add UTM parameters to profile links and posts to track traffic from LinkedIn directly. This allows you to attribute pipeline impact to specific activities.

Monitor Engagement Metrics

LinkedIn engagement (likes, comments, profile views) signals a warming audience. These "dark social" signals can be tracked natively on LinkedIn or with tools like ours.

Final Thoughts

With the right signals, segmentation, and tools like Letterdrop, you can focus your efforts on accounts that actually convert.

Ready to prioritize the accounts that matter and track their impact on pipeline? Talk to us.