Finding a way to reach enterprise clients is a complex task. Decisions are made by buying committees, and engagement should happen with each decision maker simultaneously. The goal is to earn their trust by building long-term relationships and showcasing your expertise.

In this context, LinkedIn becomes a practical working environment for ABM: it allows teams to build recognition within a defined list of target accounts, demonstrate expertise, and establish direct, long-term relationships with decision-makers.

During the project, we helped an AI platform build and refine a structured social selling approach on LinkedIn. We optimized the personal profiles of two key team members and used them as the main communication channel. Over ten months, the team added 3,202 relevant connections from target accounts and delivered strong content performance. Thirteen posts achieved a view rate of over 100%, with the top post reaching 1,101%, while the LinkedIn Newsletter grew to 345 subscribers. We also generated 132 MQLs and 49 SQLs from target companies, resulting in two closed enterprise deals worth over $3M in total and an ROI of 300%+

The client provides high-quality data for training and evaluating AI systems, along with crowdsourcing and generative AI solutions. Their platform supports companies across the full AI development cycle - from data collection and annotation to testing and improving model performance. This is particularly relevant for teams working with large language models and other complex AI systems, where data quality directly impacts results.

To attract and convert enterprise clients, the company follows an Account-Based Marketing (ABM) approach - a strategy in which marketing and sales teams jointly focus on building long-term, high-value relationships with a defined set of target accounts (Source: Forrester).

Within this approach, the company partnered with our agency to launch a Social Selling initiative on LinkedIn, aimed at engaging key decision-makers and systematically building relationships with target accounts.

Selling AI products usually requires direct communication with both technical stakeholders and business decision-makers. It is not enough to describe the product itself - you need to clearly show how it solves specific challenges related to data, models, and real business use cases.

As part of the ABM approach, the client provided a target list of 27 enterprise companies. We focused on building connections with relevant decision-makers and specialists within these accounts, primarily in the US and Western Europe.

We approached audience growth as a consistent, structured process and, over a ten-month period, added more than 3,202 relevant connections from target accounts while maintaining an connection (acceptance) rate of 25%, which is high by our agency benchmarks.

Along with establishing initial connections, content played a key role in reinforcing our clients’ expert personal brand.

Since we used an ABM approach in this project, it was important to focus less on product content and case studies, and more on showcasing the team’s expertise. In ABM, the main goal is to build trust in the team and their capabilities.

That’s why we focused on AI and LLM topics, practical insights from real projects, and clear explanations of technical concepts.

Over time, this helped us warm up target accounts and support relationship-building through consistent, value-driven communication.

The highest engagement came from posts on popular AI topics, practical insights based on real experience, and content with a personal touch. Over the course of the project, 13 posts reached a view rate of over 100%, with one reaching 1,101%.

To increase visibility and attract more attention to the client’s profile, we also introduced a LinkedIn Newsletter. The Newsletter allowed users to subscribe and receive notifications about new articles, helping maintain regular contact with the audience. Through these articles, we shared practical insights on AI and LLM topics, explained complex concepts, summarized the company's online events and highlighted real use cases relevant to the target audience.

Over the course of the project, the Newsletter attracted 345 subscribers from target accounts. It generated 6,564 impressions contributing to steady visibility and ongoing interaction with target accounts.

To further deepen engagement and build more personal, trust-based relationships, we also launched a LinkedIn Live session. LinkedIn Live event allows speakers to share insights in real time, creating a more direct and interactive format of communication with the audience. With just one week of promotion, the event attracted 130 registrations from target companies and generated 225 total views (live and recording).

This combination of content formats - regular posts, Newsletter, and LinkedIn Live event - aligns with the ABM approach, focusing on building long-term, trust-based relationships with target accounts through consistent and valuable interactions.

To attract potential clients, we proactively reached out via LinkedIn personal messages to target audience representatives added to the profiles.

As we worked with a defined list of companies, our outreach strategy was based on company-level personalization. Messages referenced relevant company initiatives, challenges, and use cases where the product could bring value.

To support networking and maintain ongoing interaction, we also used personal messages to share relevant materials, invite prospects to online events, suggest podcast participation, and ask for feedback on newsletter articles.

This approach allowed us to maintain continuous communication, build trust, and develop relationships over time. Rather than pushing for immediate calls, we focused on staying relevant and useful to the target audience. This is a core part of the ABM approach, where the focus is on long-term relationship building with enterprise clients, and where trust plays a key role in moving toward partnerships.

As a result, this approach generated 132 MQLs (contacts who shared their details or requested a presentation) and 49 SQLs (qualified calls and meetings with relevant prospects), leading to 2 closed enterprise deals with a total value of over $3M.

For our client, LinkedIn became a consistent and effective channel for lead generation and communication with the target audience.