Account-Based Marketing through community building

Account-Based Marketing through community building is often an underrated strategy.

Yet, the ROI can be as high as 200-400%!

Here’s how it works:

1. Start with a targeted list of companies and roles.

Identify key individuals on LinkedIn and invite them to join your community. The quality of your audience plays a crucial role in the success of your community-building efforts.

2. Define your community’s positioning before sending invites.

Why would people want to join? What makes your community stand out?

For example, a year ago, we launched a community for Russian-speaking B2B marketers from mid-sized and large companies globally. Members connect over shared professional interests and cultural backgrounds. We’re also working on an English-speaking community with a slightly different focus.

3. Choose the right platform for your community.

WhatsApp works particularly well for business professionals, but some may prefer Slack or Discord.

4. Make sure your LinkedIn profile(s) are well-optimized.

Aim for at least a 40% connection acceptance rate from your target audience. If your profile is effective, you’ll start seeing results.

5. Once people connect, invite them to your community.

Your message should clearly explain the community’s purpose, who it’s for, that it’s private (invite-only), and that it’s free to join.

6. Building loyalty and converting members into clients takes time.

Simply getting people into a group chat is just the first step. To achieve long-term results, members need to genuinely enjoy being part of the community. This means creating space for sharing value, discussing ideas, and collaborating.

The community should focus on its members, not your brand.

7. Keep growing the community and stay engaged.

Stay in touch with members, create opportunities for interaction, and be patient.

8. Introduce yourself and your company gradually.

Join conversations, share valuable content, and contribute without dominating the space. Avoid pushing sales. Share your expertise while giving others room to shine. Your goal is to support the community, not to take center stage.

You might be wondering: how long until you see ROI?

From our experience, it typically takes 12-18 months. B2B cycles are long, and new channels take time to show results — but the effort is definitely worth it.

This strategy isn’t just about generating leads. It’s about building meaningful, lasting relationships with the right people and creating a valuable asset that others in your industry will eventually want to join.