LinkedIn has launched a new way for marketers to target individuals at specific companies on the professional social network by using their sales data. With LinkedIn Account Targeting, you can tailor Sponsored Updates or Sponsored InMail campaigns to a specific list of accounts, allowing you reach the most engaged people. This offering is the first part of the company’s Audience Match platform.
To utilize this feature, marketers provide LinkedIn with a list of up to 30,000 companies from which custom segments can be created. The company will then cross-reference the list against more than 8 million Company Pages in order to create an account target segment based on the match. Once the system has identified the common denominator, LinkedIn will create a new category specific to the customer’s area of interest, which can be targeted using Sponsored Updates or Sponsored InMail. Additional filtering, such as by job function and seniority, can also be applied.
This is different from LinkedIn’s previous offering, which compiled up to 100 companies into a list that could be entered into the site and segmented manually, company by company. With today’s launch, the process has become more automated and includes a much larger sample size. The goal is to provide marketers with a platform that “accurately targets influencers and empowers them to deliver relevant content that translates into meaningful results.”