How to Use Valley for Account-Based Marketing on LinkedIn
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Make LinkedIn your Greatest Revenue Channel ↓
Saniya Sood
How Does Valley Enable Account-Based Marketing on LinkedIn?
Account-Based Marketing treats individual companies as markets-of-one, coordinating personalized campaigns across multiple stakeholders within target accounts. LinkedIn serves as the ideal ABM channel because decision-makers actively use the platform for professional development and vendor research but manual ABM execution doesn't scale.
Valley automates LinkedIn-based ABM by identifying target accounts showing interest signals, finding all relevant stakeholders at those accounts, personalizing outreach to each stakeholder's role and responsibilities, coordinating multi-threaded engagement across buying committees, and tracking account-level engagement and progression.
This approach allows small teams to execute sophisticated ABM programs previously requiring dedicated operations resources.
Why LinkedIn Works Better Than Email for ABM: Email ABM faces deliverability challenge and corporate spam filters often block coordinated multi-stakeholder outreach as suspicious. LinkedIn operates outside email gatekeepers, allowing direct access to executives and decision-makers.
LinkedIn provides rich context about roles, responsibilities, and interests through profiles and activity. Valley leverages this context for precise role-based personalization impossible with email-only ABM.
LinkedIn signals (profile views, post engagement, company page follows) reveal buying committee engagement in real-time, enabling dynamic ABM orchestration based on actual account interest rather than static target lists.
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How to Identify Target Accounts With Valley's Signal Intelligence?
Traditional ABM starts with static target account lists based on firmographics. Valley enhances this with dynamic signal detection that identifies accounts showing active interest.
Firmographic Target List Upload: Begin with your traditional ABM account list based on ideal customer profile criteria: company size, industry, revenue range, technology stack, and geographic location.
Upload this list to Valley (CSV format with company names and domains). Valley enriches these accounts with LinkedIn company page URLs and decision-maker profiles.
Signal-Based Account Identification: Valley identifies additional target accounts through behavioral signals even if they weren't on your original list:
Website visitor companies matching your ICP (de-anonymized through Valley's tracking) Companies whose employees view your profile repeatedly Companies with multiple employees engaging with your LinkedIn content Companies following your LinkedIn company page Companies whose employees engage with competitor content
These signal-based accounts often convert better than static list accounts because they've demonstrated active interest.
Account Prioritization Scoring: Valley scores target accounts based on firmographic fit plus signal strength:
Tier 1 Accounts: Perfect ICP fit + multiple signals + recent trigger events Tier 2 Accounts: Strong ICP fit + some signals Tier 3 Accounts: ICP fit but no signals (static list only)
Focus ABM resources on Tier 1 accounts showing both fit and interest.
Trigger Event Enhancement: Valley monitors target accounts for trigger events that create buying urgency: funding announcements, executive hires, expansions or relocations, product launches, competitor wins/losses, regulatory changes affecting their industry, and hiring sprees indicating growth.
Accounts with active triggers move to higher priority tiers regardless of initial classification.
How to Map Buying Committees With Valley's Stakeholder Identification?
Effective ABM requires engaging all relevant decision-makers and influencers. Valley identifies complete buying committees at target accounts automatically.
Role-Based Stakeholder Mapping: For each target account, Valley identifies LinkedIn profiles matching your buying committee roles:
Economic Buyer (typically C-level): CEO, CFO, COO depending on your solution Technical Buyer: CTO, VP Engineering, Head of IT User Buyer: Department heads who will use the solution Influencers: Directors and managers involved in vendor evaluation Champions: Any role showing high engagement with your content
Configure role mapping based on your sales process and typical buying committee structure.
Automatic Profile Discovery: Valley searches LinkedIn to find all employees at target accounts matching your specified roles, verifying current employment at the target company, filtering out recently departed employees, and identifying recent hires who may be driving new initiatives.
Seniority Prioritization: Within role categories, Valley prioritizes by seniority: C-level > VP level > Director level > Manager level > Individual contributor
Higher seniority typically indicates greater decision-making authority, though this varies by company size and structure.
Department Identification: Valley classifies stakeholders by functional department: sales and revenue teams, marketing and demand generation, operations and enablement, finance and procurement, and IT and engineering.
This departmental mapping allows role-specific messaging that speaks to each stakeholder's priorities.
Engagement Signal Tracking: As Valley identifies stakeholders, it monitors which ones show signals: profile views from buying committee members, post engagement from multiple stakeholders at one account, website visits from various departments, and company page follows.
Stakeholders showing signals receive elevated priority in outreach sequencing.
Champion Identification: Valley flags potential champions—stakeholders showing exceptionally high engagement: multiple post engagements over time, direct LinkedIn messages initiated by them, lengthy profile views or research activity, and shares of your content to their network.
Champions deserve personalized attention and relationship building beyond automated outreach.
How to Orchestrate Multi-Threaded ABM Campaigns in Valley?
Engaging multiple stakeholders at one account requires coordination to avoid message fatigue while ensuring comprehensive coverage.
Sequential vs. Parallel Outreach: Valley supports both approaches:
Sequential Multi-Threading: Reach out to Economic Buyer first, then Technical Buyer after 5 days, then User Buyer after another 5 days. This staged approach prevents overwhelming accounts.
Parallel Multi-Threading: Reach out to all stakeholders simultaneously with role-appropriate messaging. This creates "surround sound" effect where multiple people discuss your solution.
Most ABM programs use hybrid approaches: parallel outreach to peer-level stakeholders, sequential outreach across hierarchy levels.
Role-Specific Message Customization: Valley personalizes messaging for each stakeholder's priorities:
CFO/Economic Buyer: ROI focus, cost savings, efficiency gains, risk mitigation CRO/Sales Leader: Pipeline generation, revenue impact, team productivity VP Operations: Process improvement, scalability, integration requirements Director/Manager: Day-to-day usability, team adoption, tactical benefits
Configure role-specific value propositions and messaging frameworks for each stakeholder type.
Account-Level Coordination: Valley prevents over-saturation through account-level rules: maximum simultaneous outreach threads per account, minimum delay between different stakeholders at same account, automatic pause if any stakeholder responds negatively, and consolidated account engagement tracking.
Internal Stakeholder Assignment: For large accounts with multiple threads, assign different stakeholders to different team members: Account Executive owns Economic Buyer conversations, Solutions Engineer owns Technical Buyer engagement, SDR manages initial User Buyer outreach, and Account Manager coordinates Champion relationships.
Valley routes LinkedIn responses to appropriate team members automatically.
Buying Committee Engagement Tracking: Monitor which buying committee members have been contacted, who has responded positively/negatively, and who remains unengaged across the full account.
This visibility prevents gaps where critical stakeholders go uncontacted.
Conversation Convergence: As individual threads progress, coordinate toward multi-stakeholder meetings: "I've been chatting with [CFO] about the strategic value. I know [CTO] is evaluating technical fit. Want to bring everyone together for a comprehensive discussion?"
Valley's account-level view enables this strategic convergence.
► Check Out More of Valley's Incredible Outreach: A compilation of real time messages and responses!
How Does Valley Track Account-Level ABM Engagement and Success?
Traditional lead-based metrics miss ABM's account-centric nature. Valley provides account-level analytics that measure collective engagement.
Account Engagement Score: Valley calculates composite engagement across all stakeholders: number of buying committee members identified, percentage of identified stakeholders contacted, number of responses received (positive, neutral, negative), and meetings scheduled with stakeholders.
High engagement scores indicate active evaluation even if no single stakeholder has converted yet.
Buying Committee Coverage Metrics: Track ABM execution completeness: Economic Buyer engaged (yes/no), Technical Buyer engaged (yes/no), User Buyer engaged (yes/no), and Influencer(s) engaged (yes/no).
Complete buying committee coverage increases deal win rates significantly.
Multi-Stakeholder Signal Patterns: Identify accounts with collective interest signals: multiple employees viewing profiles, engagement from different departments on various posts, website visits from several stakeholders, and company page follows plus individual profile views.
These patterns indicate organizational interest beyond individual curiosity.
Account Progression Stages: Track ABM accounts through defined stages: Target (identified but not yet engaged), Engaged (outreach initiated), Active (responses received, conversations ongoing), Opportunity (meeting scheduled or deal created), and Won/Lost (outcome determined).
Monitor velocity through these stages and identify stuck accounts.
Channel Attribution by Account: Understand LinkedIn's role in account progression: accounts sourced entirely through LinkedIn signals, accounts where LinkedIn accelerated existing pipeline, accounts requiring multi-channel (LinkedIn + email + phone), and accounts that converted through LinkedIn alone.
This attribution informs channel strategy for ABM programs.
ROI Calculation: Measure ABM program efficiency: cost per target account (Valley cost ÷ accounts engaged), cost per account meeting (Valley cost ÷ meetings scheduled), cost per ABM-sourced opportunity, cost per ABM deal won, and revenue per ABM account.
Compare these metrics to traditional prospecting and lead-based approaches to quantify ABM value.
What ABM Use Cases Work Best With Valley's LinkedIn Approach?
Valley's LinkedIn ABM excels in specific scenarios where traditional ABM struggles or requires excessive resources.
Enterprise Sales With Long Cycles: Complex B2B sales involving 6-12 month evaluation periods and buying committees of 5-15 stakeholders benefit enormously from systematic LinkedIn ABM. Valley orchestrates sustained engagement across extended timelines that manual outreach can't maintain.
Ideal for: Enterprise software, professional services, infrastructure solutions
Land-and-Expand Account Penetration: For customers using one product/service where you want to expand into other departments, Valley identifies and engages new stakeholders beyond existing relationships. LinkedIn provides visibility into the full organization that email-based expansion misses.
Ideal for: SaaS platforms with multiple product lines, agencies expanding services
Competitive Displacement: When targeting accounts currently using competitors, Valley identifies dissatisfaction signals (employees engaging with competitor complaint content, recent executive changes suggesting reevaluation) and coordinates outreach emphasizing differentiation.
Ideal for: Mature markets with entrenched incumbents you want to displace
Greenfield Account Penetration: For previously untouched high-value accounts with no existing relationships, Valley builds initial awareness through content engagement, finds multiple entry points through various stakeholders, and creates "surround sound" effect that accelerates awareness.
Ideal for: Breaking into dream accounts that ignore cold outreach
Partner and Channel Development: Valley's ABM approach works beyond direct sales for partner development, engaging potential integration partners, channel partners, resellers, and co-marketing partners through coordinated multi-stakeholder LinkedIn outreach.
Fast-Growing Companies: Companies experiencing rapid growth often evaluate new vendors as they scale. Valley identifies growth signals (funding, hiring, expansion) and engages emerging buying committees before competitors even know these accounts are in-market.
Valley's LinkedIn ABM transforms account-based strategies from resource-intensive manual programs into scalable, systematic execution that small teams can run effectively.
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