We already know LinkedIn is a great platform for account-based marketing (ABM) due to its strong segmentation capabilities and business-minded user base. But LinkedIn has made its case even stronger for ABM with the introduction of Matched Audiences.
Matched Audiences provides 3 methods for advanced targeting, one of which is LinkedIn’s version of retargeting: placing sponsored messages and ads in front of people who have already visited your website.
There are 3 ways to build Matched Audiences on LinkedIn. Here’s how they work:
1. Website Retargeting
Just like you may have done with retargeting for AdWords, simply paste the LinkedIn retargeting code on all pages of your website. This will allow LinkedIn to create a retargeting audience consisting of your website visitors.
2. Account Targeting
Already have a list of ABM target accounts? Upload your list of up to 300,000 companies and LinkedIn will display your ads to decision makers at your ABM targets. With over 8 million LinkedIn Company Pages, you’re sure to find the right match.
3. Contact Targeting
Repurpose your email marketing lists by uploading up to 300,000 email addresses to LinkedIn. LinkedIn will match your email lists to their users to create a Matched Audience. Use email addresses of decision makers and influencers for best results, and start with at least 10,000 contacts to avoid limited exposure.
Once you’ve built your Matched Audiences, read about your LinkedIn advertising options, including Direct Sponsored Content, and learn how you can conquer account-based marketing with a strategic, phased approach.