If you sell B2B, you already know the old “spray and pray” approach is dead. Your pipeline’s only as good as your target account list—and building it the right way saves you months of chasing the wrong people. This guide is for anyone who wants to use LinkedIn Sales Navigator to cut through the noise, find the right accounts, and actually get results. No fluff, just clear steps and hard-won advice.
Step 1: Get Clear on Who You Actually Want
Before you even log in, you need to know exactly who you’re after. “Tech companies with 50+ employees” isn’t a target list; it’s a recipe for wasted time.
Ask yourself: - What’s the company size, industry, or geography that matters for you? - Are there certain technologies or recent events (like funding) that make an account ideal? - Who do you not want (small agencies, companies outside your region, etc.)?
Pro tip: If your ICP (ideal customer profile) is fuzzy, work with what you know. Your favorite five customers? Start there and reverse-engineer what they have in common.
Step 2: Open Sales Navigator and Set Up Your Search
Now, jump into Sales Navigator. The search bar is your friend, but the real power is in the filters. Don’t get overwhelmed—start simple.
Filters that Actually Matter
Here’s what’s worth your time:
- Geography: Cut out the noise. Only want North America? Set it.
- Company headcount: Sales Navigator’s ranges are broad (e.g., 51-200), but it’s a start.
- Industry: Don’t trust LinkedIn’s industry tags blindly—sometimes they’re off. But use them as a first pass.
- Seniority level: If you’re looking for decision-makers, filter for Director, VP, C-level.
- Recent funding events: Use “Spotlights” filters to find companies with recent funding (hint: they’re more likely to buy).
- Technologies used: This can be hit-or-miss, but worth trying if your product depends on them.
What to skip:
- “Fortune” or “Account lists” unless you’re after giants.
- Over-filtering. Too many filters and you’ll have a list of 12 companies, none of which reply.
Step 3: Build and Refine Your Account List
You’ve got a search—now what? This is where most people get lazy and just export. Don’t.
Vet Each Account (Yes, Manually)
- Scan the company page: Are they the right size? Are they actually in your target industry, or did LinkedIn mislabel them?
- Check their activity: Are they growing or shrinking? Any recent news?
- Look for red flags: If you see side hustles, one-person consultancies, or companies with a fancy website and nothing else, move on.
It’s tedious, but you’ll thank yourself later when your outreach doesn’t bounce or end up ignored.
Add to Account List
- Select the companies that make the cut.
- Hit “Save as Account” in Sales Navigator. Create a new list or add to an existing one. Don’t overthink the list names—just make them clear (e.g., “Q3 SaaS Prospects”).
Keep Your List Tight
Aim for quality, not quantity. 50 great targets beat 500 random ones.
Pro tip: If you’re building a fresh territory, start with 30-50 accounts. You can always add more, but you can’t get back the hours you spend chasing duds.
Step 4: Layer in People Filters (Without Getting Creepy)
Now that you’ve got companies, it’s time to find the humans inside. This is where Sales Navigator shines—but also where it’s easy to go overboard.
How to Find the Right People
- Go to your saved account list.
- Click into each account and use filters like “Function” (e.g., Marketing, Operations), “Seniority level,” and keywords (like “IT Director”).
- Don’t get obsessed with job titles—every company calls things something different. Look for variations.
What to ignore:
- Endless “recommended leads.” LinkedIn’s AI is…optimistic. Use your brain, not just their suggestions.
Step 5: Export and Organize (Carefully)
Sales Navigator won’t let you bulk export contact info—that’s by design. But you can export account lists to CSV, or use integrations with tools like Salesforce, HubSpot, or Outreach.
- If you’re using a CRM, sync your list directly. Don’t just dump raw data; keep it clean and tagged.
- No CRM? Keep a Google Sheet with company names, LinkedIn URLs, and any notes.
- Don’t buy sketchy Chrome extensions that promise “full export”—they’re risky and often break LinkedIn’s terms.
Pro tip: For GDPR or privacy compliance, don’t scrape or store more personal info than you need. Just because you can find an email doesn’t mean you should.
Step 6: Actually Use Your List
It’s tempting to congratulate yourself and move on. But a target list is only useful if you do something with it.
- Prioritize accounts by fit and recent activity (e.g., new funding, hiring sprees).
- Personalize your outreach. Mention something relevant—don’t just blast the same pitch.
- Use your list to track progress. Who replied, who ignored you, who moved jobs?
What doesn’t work:
- Mass, generic outreach. People can spot a template from a mile away.
- Never updating your list. Companies change. People leave. Keep it fresh.
Step 7: Review and Iterate
No list is perfect. Every few weeks, look at your results.
- Are certain industries or company sizes replying more? Double down.
- Are you getting bounced emails or “wrong person” replies? Tighten your filters.
- Did a great account close? Look for similar ones and add them.
Don’t treat your target account list as sacred. It’s a working document, not a stone tablet.
Building a target account list in Sales Navigator isn’t rocket science, but it does take discipline. Skip the shortcuts, keep your lists focused, and don’t be afraid to tweak things as you go. Start small, stay consistent, and remember: more isn’t better—better is better.