LinkedIn Matched Audiences Raise the Bar for Account Targeting and Campaign Management
With Matched Audiences, marketers can use LinkedIn to retarget website visitors, market to contacts from customer databases and automation platforms
In the midst of an eventful week so far, did you miss out catching about the latest tool for audience targeting by LinkedIn? This is what happened while you were glued to Marketo’s Marketing Nation Summit and Oracle Modern Marketing Experience. LinkedIn announced Matched Audiences, the first audience targeting tool for marketers that connects them to the right audiences based on customized existing accounts. This targeting is based on customer’s interaction along the entire journey. LinkedIn announced the new tool for audience targeting via a blog.
Most marketers would agree that customer targeting and remarketing is a game of “Data Science”. Not Big Data, but Real-Big-Accurate Data will solve the problem for marketers in targeting the right audiences who are interested in taking the journey forward.
LinkedIn Matched Audiences takes away the analytics bandwagon out of the picture for marketers, delivering the defined targeted audience population set based on the pages they visit.
LinkedIn Matched Audiences: Account-Based Marketing & Retargeting Moulded into One
Matched Audiences is an exciting audience targeting tool for marketers, especially in the B2B community. By leveraging LinkedIn’s powerful professional audience data, marketers can cumulate power-packed targeted marketing campaigns for maximized ROI opportunities.
Capabilities of Matched Audiences
- Website Retargeting
- Account Targeting
- Contact Targeting
Quick Insights into Matched Audiences’ Capabilities
Re-engage website visitors with LinkedIn Sponsored Content
Website Retargeting capability lets marketers build target audiences from the set of website visitors, nurturing them with perennial and relevant campaigns. The LinkedIn ads are delivered for retargeting once each website segment generates 300+ people. The audience number starts building up based on website traffic.
LinkedIn takes a flight into ABM with enriched decisions
Marketers can now use LinkedIn ads to target by using professional demographics, delivering ABM campaigns to over 8 million verified company pages. With qualified leads and targeted campaigns, marketers can drive home higher conversions than ever achieved previously.
Engage Customized Audiences with Relevant contact
Marketers can deliver personalized emails and content collaterals to over 300,000 verified email IDs using Campaign Manager. Matched Audiences, then, picks the most relevant email contacts from Contact Management Platform (CMP) to automatically populate audiences that need to be retargeted.
How Matched Audiences Tool Works
Marketers are the primary user of the Matched Audiences tool for audience targeting. Here is a step-by-step process on how to use the new tool.
– While setting up an audience targeting campaign, click on the ‘Create an Audience to retarget”. This is for the audiences that marketers already have in their contacts.
– Add LinkedIn insights tag unlocks the list of audiences that are visiting your website. Marketers can upload the list of 300,000 email contacts and accounts, based on membership.
– Once linked to the Matched Audiences insights, marketers can start delivering ad impressions to the targeted audience using LinkedIn ads.
– LinkedIn is also offering a unique benefit to B2B marketers to integrate their existing data management systems with the Matched Audiences tab. All it takes are the API keys provided by LinkedIn on your data integration provider. The audience details automatically sync with the data integration system within 24 hours.
How B2B marketers benefit from LinkedIn Matched Audiences?
By adding Matched Audiences into marketing technology stack, marketers can gain the benefit of matching their own first-party contact data with that mined from the new targeting tool by LinkedIn. This is easily the quickest way to engage key accounts, prospects and contacts for simplified retargeting and engagements.
Eva Chau, Senior Product Manager at LinkedIn identifies the different uses of Matched Audiences. She says, “With Matched Audiences, you can use LinkedIn to retarget your website visitors, market to your contacts from your customer databases and marketing automation platforms, and reach decision makers at target companies for your account-based marketing programs. Matched Audiences helps increase ROI by enabling you to focus your efforts on the audiences and accounts that are most likely to drive revenue.”
According to Chau, LinkedIn customers who participated in a pilot run for the Matched Audiences saw at least 30% increase in their C.T.R. and Post-Click conversion rates with each of the three capabilities. Also, the test users witnessed 4.7% drop in post-click cost-per-conversion with Account Targeting.
Marketing automation and ABM integrated into Matched Audiences tool, marketers can drive home a much higher ROI with true Full-Funnel Marketing. Thanks to a refined lead-gen feature that LinkedIn released earlier this month, CMOs can finally rely on the world’s most professional social networking website to reach, target and re-target customers, from anywhere in the entire LTV.