LinkedIn’s Contact Targeting Expands the Power of Marketing Automation Platforms
August 29, 2017
When LinkedIn Matched Audiences launched in April, one of the key capabilities it offered advertisers was the ability to reach known prospects and customers with advertising on LinkedIn. By setting up a data integration with your company’s contact management platforms, you can combine the valuable contact information of your known prospects and customers with the power of advertising on the world’s largest professional network.
With LinkedIn Matched Audiences, you can connect through our API to Acxiom, LiveRamp, Marketo, and Oracle Eloqua and bring lists of contacts from those platforms onto LinkedIn for your advertising efforts. (API integrations with other marketing automation platforms are in the pipeline).
Matched Audiences’ Contact Targeting is designed to expand the power of these marketing automation platforms beyond just email communications with prospects and customers. By integrating with these platforms, Contact Targeting allows marketers to advertise to known prospects and customers in their marketing automation platforms with LinkedIn Sponsored Content, Sponsored InMail, and other LinkedIn ad formats.
Contact Targeting is one of the key ways that Matched Audiences enables you, as a marketer, to combine the first-party data of your contact management software with the professional data LinkedIn has on its more than 500 million members.
In LinkedIn’s extensive pilot program for Matched Audiences, which included more than 370 participating advertisers and more than 2,000 active campaigns, marketers saw strong performance. Specifically, advertisers using Contact Targeting realized a 37% increase in click-through rate (CTR) with Matched Audiences.
LinkedIn’s marketing automation partners have weighed in on the power of Contact Targeting on LinkedIn:
With more than 500 million users globally, LinkedIn operates the world’s largest professional network on the Internet. Our product integration with LinkedIn allows marketers to seamlessly connect customer data to this top-tier platform, complementing the powerful targeting elements LinkedIn already provides advertisers. — Anne Doherty, SVP Sales, Acxiom
With LiveRamp IdentityLink™ marketers can activate offline customer data, such as from their CRM, for targeting on LinkedIn in a privacy-conscious manner. LinkedIn gives marketers another significant platform to execute people-based marketing and engage their customers or prospects with relevant, personalized messages. — Art Prateepvanich, Head of Product Marketing, LiveRamp
The way to win the hearts and minds of customers is through personalized experiences delivered in the moment they’re engaged with you. Siloed channels and broad-based campaigns are the tools of the past. Marketo and LinkedIn are helping marketers think differently about customer engagement by giving them the tools to tailor experiences and coordinate them across their marketing channels — from first touch to loyal customer. — Brian Glover, Director of Product Marketing, Marketo
"Our integration with LinkedIn Campaign Manager enables Oracle Eloqua Users to accelerate their ability to engage buyers with relevant ads across today’s largest professional network. With the powerful combination of Oracle Eloqua’s Campaign Canvas and LinkedIn Campaign Manager, marketers can leverage digital body language to intelligently orchestrate interactions on LinkedIn by retargeting audiences at scale.” — Stephen Streich, Senior Director, Oracle Eloqua Product Management
LinkedIn’s Matched Audiences — and specifically Contact Targeting — helps you close the gap to deliver true full-funnel marketing. It allows you to reach your target audiences throughout the customer life cycle, including awareness, lead generation, customer retention — and even win-back.