How to Build an ABM Buying-Committee Linkedin and X Watchlist

Map the seats before you add URLs

Start with the account, not with a random list of Linkedin profiles. For one live opportunity, write down the seats you already know from discovery calls and Linkedin Sales Navigator: champion (the person selling internally), economic buyer (who signs or blocks budget), and two or three end users who will live with the product. Add the Linkedin company page if the account posts about product launches, hiring, or RFPs. Add an X handle only when that person or brand is active there. Most B2B committees live on Linkedin.

You're aiming for a small, named set, not a scraped org chart. Five to eight Linkedin people plus the company page is enough for one deal. Free covers 1 Linkedin and 2 X, which is only a pilot of the champion and maybe two X handles. Essential gives you 5 Linkedin and 10 X, which fits a lean committee if you stay on email. Business (25 Linkedin and 50 X) is where most AEs land once they want Slack or webhooks into Clay. Enterprise jumps to 100 Linkedin and 200 X when you're covering a book of accounts, not one deal.

Name each tracker in your own notes by seat, not only by person. When the champion goes quiet, you can still catch the economic buyer reacting to a competitor's post, or an end user commenting about "vendor evaluation." That's the point of multi-threading: one silent seat doesn't blank the account.

Build one tracker per seat

Once the seats are named, create a Linkedin person tracker for each of them. For people, turn on posts and comments. Turn likes on only for the champion and the economic buyer, the two people whose engagement you'd act on the same day. Likes have no text, so keyword filters can't quiet them. A long likes feed will bury the posts that matter.

For the Linkedin company page (and any showcase page), track posts only. Company pages don't alert on comments or likes. On X we track posts and replies, not likes, which have been private since 2024. If your economic buyer is loud on X and quiet on Linkedin, add both. If they're Linkedin-only, skip X and spend the tracker slot on another end user.

Anonymous tracking matters here. You're watching people who may already know your AE from a demo. Following them from a sales account can feel weird, and Linkedin only notifies you about some of their posts anyway. MultiFollow never follows or connects, so the committee isn't told you're watching, and you still get comments and likes on Linkedin people that the native follow feed misses.

If you're loading several accounts at once, Business and above include bulk CSV import. For one deal, creating the trackers by hand is fine. Either way, keep the company page posts-only, keep likes sparse, and leave X likes off (they aren't available).

Set keywords per seat

A committee watchlist without keywords will ping you for every "happy Friday" post. You want the messages that sound like buying motion.

Each tracker can include and exclude up to 10 keywords (2 to 200 characters each, comma-separated). Keywords apply to posts and comments only, not to likes. When both lists are set, exclude wins over include. The keyword filter guide walks through the rules end to end.

Use different include lists per seat. On the champion, include phrases like "evaluation," "shortlist," "POC," "pilot," and your category name. On the economic buyer, lean toward "budget," "procurement," "vendor," "RFP," and competitor names. On end users, use pain language from your discovery notes: "manual process," "spreadsheet," "handoff," whatever they said on the call. Put webinar and "congrats" style noise on the exclude list so celebration posts don't wake the AE at midnight.

Leave likes unfiltered by design. If you need a clean Slack channel, turn likes off for that tracker instead of hoping keywords will catch them. And remember we don't track job changes. If the champion leaves Acme, we won't flag the title change. You'll only see it if they post or comment about it and your keywords match, so keep CRM enrichment or a job-change tool for that part of the ABM stack.

When someone outside the committee posts about your category, MultiFollow won't see it, because we only watch the accounts on the list. For open keyword listening across Linkedin, X, Reddit, and the rest, that's KWatch.io. Use MultiFollow for the named seats, and KWatch when you care about the wider conversation.

Send alerts where the AE works

Email works on every plan, including Free. For a live deal, most AEs want the signals in Slack or in a Clay table next to the account record. Slack and API webhooks start on Business. You can set a Slack or API webhook URL on the whole account, or per tracker. Per-tracker URLs override the account-level ones, which is useful when one AE owns Acme and another owns Globex.

A Linkedin person post arrives as JSON like this (from our notification docs):

{
  "platform": "linkedin",
  "profile_url": "https://www.linkedin.com/in/erikatrautman/",
  "query": "URL: https://www.linkedin.com/in/erikatrautman/. Track posts. Track comments. Track likes.",
  "datetime": "2025-01-19T05:52:00Z",
  "link": "https://www.linkedin.com/posts/erikatrautman_vice-president-strategy-and-business-operations-activity-7272270503808000000-OxBb",
  "content": "I've got two more great leadership positions I'm filling! I am so inspired by the vision and the culture here at Sprout. So come join me to transform how companies leverage social media to connect with their customers.",
  "activity_type": "post"
}

activity_type is post, comment, or like. Likes come with empty content. Pipe that payload into Clay, n8n, or Zapier, enrich the person, and open a task on the opportunity when the text matches your include list. We check every second. Alerts usually land within a couple of seconds, and up to about a minute when things are congested. The full destination walkthrough is in how to route MultiFollow alerts to Slack, Clay, n8n, or Zapier.

One practical pattern: one Slack channel per target account (or per AE book), with the champion, buyer, and end-user trackers all pointing at that channel. When the champion goes quiet, the channel still moves if anyone else on the committee posts.

Free and Essential stay on email, so Slack and Clay routing need Business or above. Plan limits as of October 2026, from our pricing page:

For one committee, Essential can hold the Linkedin seats if email is enough. The moment you want the AE to live in Slack or Clay, Business is the floor. Agency is for GTM shops running many client committees under one roof.