LinkedIn Account Targeting propels the social/business network into account-based marketing where brands can tailor Sponsored Updates or Sponsored InMail campaigns to a priority list of accounts.
“This ability, combined with LinkedIn’s profile targeting, will allow our clients to market products and generate opportunities to the right personas within the accounts that matter most to them,” explains LinkedIn in a blog post. “Our goal is to give them a platform that accurately targets influencers, and empowers them to deliver relevant content that translates into meaningful results.”
Customers supply lists of accounts on LinkedIn they’d like to engage and the B2B social network cross-references it against its more than 8 million Company Pages and creates an account. Customers can add layers like job function or seniority to more finely target the outreach.
To date, Comcast, Salesforce and Swrve have participated in a test. “The pilot has enabled us to increase the scale of how many accounts we can target, giving us increased exposure to our most important customers,” says Suzanne McVey, Head of Global Demand Generation at Swrve. “For us, this strategy not only allows us to continue our focus on lead gen, but also provides us with the ability to increase awareness and solidify brand positioning among our most important audience. The fact that we can target in this way, at scale, increases our chances of getting the right people in the right accounts at the top of our funnel.”
The new product launch comes on the heels of LinkedIn shuttering its ad network three weeks ago. LinkedIn Account Targeting replaces the previous capacity of sharing with 100 companies as most B2B brands want to engage with between 2,000 and 5,000 accounts, Russell Glass, head of products at LinkedIn, told AdAge.
“It will allow us to iterate and innovate much more quickly as we add more different types of data to our Audience Match Capabilities,” said Glass. “It will also allow customers to target—or exclude—companies if they want to do specific account-based marketing to their customer bases.” Both Facebook and Twitter offer similar services.
LinkedIn is following its own advice, unveiling its first-ever TV ad—“You’re closer than you think”—during the Oscar’s, featuring an astronaut in space.
“The astronaut is a universal symbol for the dream job,” LinkedIn’s marketing vice president Nick Bartle in an interview with Re/code. “We want to show people the tools we’ve got that will enable them to take a step closer to their own personal moonshot.”