The B2B LinkedIn ABM Playbook That Generated 340 SQLs

The foundation of any ABM campaign is the target account list. We built a list of 850 companies matching the client's ICP using firmographic filters: industry, employee count, revenue, tech stack, and growth signals.

• Tier 1 (50 accounts) — highest intent, personalised creative per company.
• Tier 2 (200 accounts) — industry-specific messaging, segment-level personalisation.
• Tier 3 (600 accounts) — broader awareness content, category-level messaging.

On LinkedIn, we mapped these accounts to Company Lists and layered job title targeting to reach decision-makers and influencers within buying committees.

ABM isn't about a single ad — it's about a deliberate sequence that moves accounts through awareness, consideration, and conversion stages.

Stage 1 (Weeks 1–3): Problem awareness. Content ads highlighting the pain point — no product mention. Carousel and video formats drove highest engagement.

Stage 2 (Weeks 4–6): Solution education. Case studies and data-driven content proving the approach works. Single-image and document ads performed best.

Stage 3 (Weeks 7+): Direct offer. Demo request and consultation CTAs to engaged accounts. Conversation ads and message ads delivered the lowest cost-per-SQL.

Each stage had distinct frequency caps to avoid fatigue. Learn more about our ABM methodology.

After six months, the campaign delivered:

• 340 SQLs from the target account list.
• £42 cost-per-SQL — 40% lower than previous demand gen.
• 68% of Tier 1 accounts engaged with at least two content pieces.
• 22% SQL-to-opportunity conversion rate — exceeding the 15% benchmark.

The critical insight: patience pays. The first four weeks generated almost zero direct leads. By week eight, the pipeline accelerated as accounts that had consumed awareness content moved to conversion stage.