LinkedIn ABM works when marketing and sales pick the same 20 accounts and touch them on a shared schedule for six weeks. Marketing makes the content the buyers see. Sales makes the personal moves around it. Neither side counts anything that is not on the list.
TLDR: Pick 20 accounts together, map 2 to 3 buyers in each, publish three themed posts a week, and have sales act on every engagement within 48 hours. Judge the sprint on meetings booked from the list, not on impressions.
Most ABM plans fail in week one, because sales wants volume and marketing wants reach. A sprint fixes that with a fence: only the named accounts count.
Week 0: agree the list and the three buyers per account
Start with one meeting and one sheet. Each row is an account. Each account gets two or three named buyers: the person who owns the problem, the person who signs, and one person who will use the result.
Keep the rule simple. Sales proposes 30 accounts, marketing cuts it to 20 based on fit and on whether you have a real story for that industry. If nobody on either side can name a pain that account has, drop it.
Weeks 1 to 2: publish for the pain, not the product
Choose two or three themes that match the pains on the sheet. Publish three posts a week, each one tied to a single theme. A post that names a specific problem ("our onboarding takes 11 steps and three of them are duplicate approvals") pulls the right buyer in. A post about your latest feature does not.
Here is how to split the posts:
| Post type | Per week | Who writes | Job |
|---|---|---|---|
| Problem story from a real customer | 1 | Marketing | Make the pain recognisable |
| Founder or seller opinion post | 1 | Sales lead | Give the buyers a human to talk to |
| Proof post (number, before and after) | 1 | Marketing | Make the next step feel safe |
Carousels are worth the extra effort here. In Mydrop's September 2026 data, carousels ran 10% above their account's typical post. A three-slide problem story is a cheap way to use that.
Weeks 3 to 4: sales moves on every signal within 48 hours
This is where most sprints are won. When a named buyer likes, comments or views a post, sales sends a short, specific message the same week. Not a pitch. A reference to the post and one question.
Set up a rule that is hard to skip: every engagement from a target account gets logged and answered within 48 hours. Put it in the shared sheet, with a column for the date of the first reply.
Marketing's job in these two weeks is to keep the posts consistent and to feed sales the comments worth answering. Use the social inbox or a shared view so replies do not live in one person's notifications.
Weeks 5 to 6: let the best-performing theme take the whole schedule
By week five you know which theme the buyers respond to. Drop the weakest one and put two posts a week behind the strongest. Ask the sales lead to repost it with their own note.
Do not widen the list yet. If you add accounts now you lose the signal you just built.
Scoring the sprint on four numbers
Keep the scorecard short enough to read in one minute:
- Target accounts with at least one engagement (out of 20).
- Named buyers who accepted a connection or replied.
- Conversations that moved to a call.
- Meetings booked, and from which theme.
Impressions stay out of the sheet. A post seen by 40,000 strangers moves none of the four.
For a deeper look at tying this to pipeline, read how LinkedIn attribution works for B2B. For the content side of a B2B calendar, see LinkedIn content strategy for B2B pipeline.
Keep the weekly posts on schedule with one shared calendar
A sprint dies when a post slips and nobody notices. In Mydrop you can plan the three weekly posts in the content calendar, have the sales lead's opinion post approved by marketing in the approval flow, and publish to the LinkedIn page and profile from one place through the LinkedIn integration. In Mydrop's data on client approvals, the median time from submission to approval was 6 hours, so a Monday review does not hold up a Tuesday post.
Start the sprint with a 45-minute meeting this week
Book the list meeting. Bring 30 candidate accounts and leave with 20, three named buyers each and three themes. Then open Mydrop, schedule the first two weeks of posts before you leave the room, and put the first 48-hour check in both calendars.
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