The first 24 hours
- Score the account against your ideal customer profile.
- Alert the owner in Slack or Teams with the question, pages and score.
- Find the likely buyers at the account by role.
- Add them to LinkedIn audiences for the topic.
- Reach out with something useful on the topic.
What to say, and what not to
- Do: "Teams like yours often ask how to shorten month-end close. Here's how two companies cut it to five days."
- Don't: "I saw someone from your company on our pricing page." It feels like surveillance and breaks trust.
When not to follow up
- The company is a current customer or an existing open deal.
- The fit score is low.
- The visit was a single bounce on a blog post.
Respect privacy rules
Company identification names organisations, not people. In the UK, tracking for advertising needs consent under PECR. Keep outreach to business contacts and business topics.
A LinkedIn follow-up plan
| Day | Audience | Message |
|---|---|---|
| 1–14 | Identified account, finance roles | The problem they researched, with proof |
| 15–30 | Same, if engaged | Comparison or case study |
| 31+ | Stop unless engagement continues | – |
Questions
Should we email people at the account?
Only business contacts, about business topics, within the rules for each country. Never reference their visit.
How soon is too soon?
Within a day is fine for a helpful note on the topic. Same-hour outreach often feels intrusive.
What if the company is a competitor?
Exclude competitors from alerts and audiences.
Why "never mention the visit" matters
Buyers know that websites track visits, but being told about it feels like being watched. It shifts the conversation from their problem to your tracking. Referencing the topic instead keeps the outreach helpful and gives the buyer an easy, low-pressure reason to reply.
Sequencing across the buying group
The identified visit tells you a company is researching. Different roles care about different things: the analyst about features, the manager about rollout, the director about cost and risk. Map your follow-up content to roles, and use LinkedIn to reach the ones who didn't visit.
Know when to stop
If an account doesn't engage after two touches and a few weeks of audiences, move it to nurture. Persistence beyond that rarely helps and can hurt your reputation.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.