What’s your favorite B2B marketing campaign of all time? Take your time...
Got one? Okay, now, what are the two things you most admire about that campaign?
Got two?
Alright. It’s possible I’m off-base, but I’ll guess that, for the vast majority of you, one of the things you admired about the campaign relates to storytelling. And the other thing? I’ll bet it concerns the strategic aspect – the joining of the creative with the audience most likely to be captivated by it.
In B2B marketing, behind pretty much every magical moment is an enticing story, yes, but also expert targeting and audience alignment. Fortunately for ambitious marketers, targeting is a skill that can be greatly advanced with a simple willingness to learn.
If you’re reading this blog post, chances are you’ve already learned all about the foundational details of selecting an audience through an online resource like LinkedIn Learning.
But then there’s the opposite end of the spectrum for mastering any skill, the dynamic end. This end requires continual investment. It’s here where we find those meaty opportunities to work faster, smarter, and more profitably.
If you’re a B2B marketing strategist, keeping up with the dynamic end of the mastery spectrum almost surely includes keeping up with LinkedIn’s latest ad targeting options. If you haven’t checked out either for a while, you may have a natural gift for timing because our best guide on the topic: Mastering Targeting on LinkedIn, has been newly updated and is fresher than ever.
Tailor Your Targeting on LinkedIn
The reason LinkedIn targeting stands out among B2B marketers is because of the unique professional context of the platform. Members are incentivized to keep their profiles accurate and up-to-date for networking, personal branding, and career opportunities. This inherent professional mindset empowers marketers to drive quality interactions with influencers, decision makers, buyers, and executives.
“LinkedIn for me has always been one of those weapons in your arsenal that you have to have. We didn’t know we would be able to drive down to the pursuit marketing level to the degree that we did. There is something here that is extremely difficult for other platforms to replicate. They’ve been an amazing partner through all of this, extremely flexible, and a very powerful tool. I truly believe in my heart it’s a no-brainer.” – Nick Panayi, Head of Global Brand & Digital Technology, DXC Technology
Mastering Targeting on LinkedIn provides a blueprint for reaching the people who matter most to your business, on the platform where business is done. We designed it to be both practical and actionable, packing the guide with visuals so you can see exactly what’s being talked about and easily follow along in Campaign Manager.
Mastering Targeting on LinkedIn includes:
- Easy-to-understand breakdowns of features and functions in LinkedIn’s targeting interface
- Insider tips for maximizing your targeting proficiency
- An in-depth look into each professional attribute category
- Guidance on new features, like Matched Audiences, Retargeting by Video and Lead Gen Forms, Website Retargeting, Contact Targeting, and Company List Targeting
- Advice on when to use ‘and’ vs ‘or’ targeting so you can reach the right professional each time
“Since using the new remarketing capabilities for Lead Gen Forms and videos our conversion rate has gone up by 20%, while our cost per conversion went down by 24%.” – Marit van der Louw, International Content Marketer, TOPdesk
To help you understand what different targeting strategies look like in action, and to ensure you know how to put your newfound knowledge to use, the guide also includes example campaigns to learn from.
Lastly, perhaps the best part about exploring this guide is that you’re almost certain to come away with at least one idea you’re excited to try. It could be a targeting parameter you didn’t know about, a new way to stay engaged with a hard-to-reach audience, or a behavior-linked trigger that allows you to time your message perfectly – there really is no limit to what you can try, test, and optimize on LinkedIn.
If one of your primary goals is to become a more potent B2B marketing strategist, Mastering Targeting on LinkedIn is sure to be among the most important guides you will read this year.
