Overview
Sales Navigator is an incredible database for identifying potential prospects, but—like any powerful tool—it takes a bit of practice to use it well. If you start with the wrong filters, up to 40% of your lead search results can be irrelevant. The secret is simple: always start with companies, not leads. This guide walks you through how to build precise account-based workflows with Sales Navigator.
Key benefits
Higher accuracy: Reduce irrelevant lead results by focusing on company-level data first.
Stronger ABM strategy: Build lists that match real industries, sizes, or technologies.
Flexible workflows: Convert company lists into targeted lead searches in seconds.
Better segmentation: Avoid misleading prospect-level attributes like industry.
Why you should always search at the company level
Sales Navigator offers two types of searches:
Lead search: Ideal for identifying personas inside a group of companies.
Account search: Allows you to identify the right companies before finding leads within them.
Important: Always start with an account search. Lead searches come after.
Why company-first searches are essential
Most people doing ABM rely on LinkedIn’s industry classification. That works—but only at the company level, not the prospect level.
Why the prospect-level industry filter is unreliable
Self-declared information: Prospects choose their own industry, even if it doesn’t match their company.
Not updated automatically: If someone changes jobs, their industry doesn’t change with them.
Confusion with departments: Many list their department (e.g., Marketing & Advertising) instead of the company’s real industry (e.g., Construction).
Important: Up to 40% of lead results are inaccurate when using prospect-level industry filters.
Filtering at the account level fixes the issue entirely.
How to build a company list and convert it into a lead search
Creating a company list
You’ll use custom lists to save companies and later convert them into lead searches.
Steps to create a company list
Select the companies you want to target.
Click Save to list or Create a new list.
Create your list and add the selected companies.
Note: LinkedIn doesn’t allow selecting all companies at once. You’ll need to save them page by page. A bit tedious, but worth it.
Turning a company list into a lead search
Go to Lead Search.
Use the Custom list filter.
Choose the company list you created.
Narrow down leads by using persona filters such as Job title.
Now you get a precise lead search containing only people working at the companies you selected.
How to target companies more precisely in Sales Navigator
Building smarter account-based strategies
Once you know how to build and convert company lists, you can apply more advanced ABM tactics.
Use cases for advanced company targeting
Target by department size:
Sales-heavy companies if you sell a sales-driven SaaS.
Accounting-heavy companies if your tool helps finance teams.
Recruitment agencies:
Target companies hiring actively or with large headcounts.
Tech stack targeting:
Filter by detected technologies when your product integrates with specific tools.
Boolean search magic:
Example for targeting marketing agencies:
"Growth agency" OR "Marketing agency" OR "SEO" OR "Lead generation" OR "Growth hacking" OR "Digital performance"
Tip: The more you practice, the more creative you’ll become with filters.
Importing company lists via CSV
When filters are not enough
Sometimes, Sales Navigator’s filters won’t cover niche industries or specific company types—like ecommerce brands or hard-to-classify verticals. In these cases, you may buy company lists from sources like:
Other data providers
If you have company names and websites, you can turn them into a Sales Navigator company list.
How to upload a CSV of companies and turn them into a list of accounts in Sales Navigator?
We’ve seen how to identify companies from LinkedIn. But you might already have identified these targeted companies from other sources such as :
And any other data provider
If you have company names and websites, you can turn them into a Sales Navigator company list.
How to import a CSV in Sales Navigator Teams or Enterprise
Upload your CSV file into Sales Navigator.
Map your columns.
Let LinkedIn automatically match and create your company list.
Important: This feature is available only on Teams and Enterprise plans.
Once imported, your list behaves like any custom list—you can use it to generate targeted lead searches.
FAQs
Why should I avoid lead-level searches for ABM?
Why should I avoid lead-level searches for ABM?
Because prospect-level data is unreliable, especially the industry field. Company-level attributes are far more accurate.
What’s the difference between lead search and account search?
What’s the difference between lead search and account search?
Lead search finds personas. Account search identifies companies where the personas work. You should always begin with accounts.
Why are 40% of lead results often wrong?
Why are 40% of lead results often wrong?
Because the prospect-level industry field is self-declared, outdated, or confusingly tied to departments instead of company industries.
Can I import my own company list?
Can I import my own company list?
Yes—if you have Sales Navigator Teams or Enterprise. Upload a CSV, map your fields, and Sales Navigator builds the list automatically.
We’ve shared with you the basics and your brain must be driving crazy with the limitless possibilities. Here’s some more reading for you :