Step up your advanced Account-Based Marketing strategies with LinkedIn Ads
On the heels of LinkedIn officially rolling out its Matched Audiences program, columnist AJ Wilcox explains how you can take advantage of the Account Targeting feature to boost your ABM strategy.
This week, LinkedIn released a fantastic new feature to their ads product that is an absolute game-changer for business-to-business companies. It’s called Account Targeting, and it allows you to upload a list of up to 300,000 company names and target ads to only those companies.
Here’s a story to illustrate the power of this new functionality:
I walked into a marketing team meeting and immediately knew there was a problem. The team was close to hitting their goal, but trending behind the curve, and it looked like we might miss it. The CMO made the decision to dump more cash into social ads — we’re going to hit that goal, come hell or high water.
The effect wasn’t what the team had hoped for.
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