Learn how LinkedIn’s targeting capabilities enable you to find the audience that matters most to your business.

1. Welcome and thank you for joining
LinkedIn’s LiveWebinar
• We will start the LiveWebinar at 11am PT | 2pm ET
• Please note that the audio portion will stream
through your PC/Laptop speakers.There is no
separate dial-in option. Be sure to check your
speakers to ensure they are turned on and that
volume is at an audible level.
• Please enter questions into the Q&A module
• Check out the Resources module for the slides
and related content
• If you have any technical difficulties, please click
on the Help widget
BEFORE WE
GET STARTED

2. LIVE WEBCAST
Back to LinkedIn
Finding Your Target Audience on
LinkedIn

3. Amanda Green
Client Solutions Manager, Technology Vertical
LinkedIn

4. AGENDA
 The Professional Environment and Our Member Mindset
 Reach the Right Professionals the Right Way
 Targeting Capabilities on LinkedIn
 Demo: How to Set-up Ad Targeting on LinkedIn
 Target According to Your Objective
 Q&A

5. LINKEDIN MARKETING SOLUTIONS’ MISSION
Be the most effective
platform
for marketers to engage
with professionals
5

6. The largest global community of professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
580+M
professionals are on LinkedIn
6

7. The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers

8. The LinkedIn member mindset
Fed signals a rate rise soon
Aretha Franklin died without a will
Teens worry they use phones too much
Urban Meyer
Ben Affleck
#ThursdayThoughts
Trending topics by social media platform

9. Professionals engage with a purpose
9 billion content impressions / week
15X content vs job postings in the feed (YOY 100%+ Activity)
57% mobile
45 min/month/member on average (Comscore source)

10. Reach the right professionals the right
way

11. ENVIRONMENT AUDIENCE ENGAGEMENTINCREASED REVENUE
Reach the right professionals the right way

12. Professiona
l context
Quality
user
experience
Quality ad
placement
s
Transparency
Control
Brand safety
Trusted
platform
Community of professional members

13. Vibrant
professional
conversations are
happening

14. OF PEOPLE USE INFORMATION FROM
LINKEDIN TO INFORM BUSINESS
DECISIONS
Source: Nielsen ad environment relevancy custom study

15. The right audience

16. Targeting Capabilities on
LinkedIn

17. Retargete
d visitors
Demographic
segments
Audience
extension
Job seekers
Employee
networks
Intent
signals
Saved
sales
leads
High Quality
Reach at Scale
Powerful targeting tools
20Mbusiness
decision makers
14.7MIT buying
committee
6Msmall business
growth

18. First Party Data =
Unique and Precise Ad Targeting
Company name Job title Member skills* Field of study
based on skills, endorsements
and keywords in profile
Company industry Job Seniority* Member groups Degrees
derived from job title
Company size Job function* Member age* Member Schools
derived from job titlederived from Company Page
derived from Company Page
dderived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
Bring your own data!
Plus
* to mean dderived

19. Targeting by Function and Title
User-entered Title
↓
Standardized Title
↓ ↓
Seniority Function
Inferred from user-entered title

20. Targeting by Seniority
2
0
Focus on hands-on influencers
 Target senior individual contributors (ICs) as
part of your audience
 Senior ICs test products and influence the
purchase
 Senior ICs represent a much bigger audience
than the person that will ultimately sign the
contract
TIP
Craft different messages for ICs versus
Owners/Partners/CXOs.
Manager
Senior
Entry
Director
VP
Owner
CXO
Partner
Training
Unpaid
*Entry and Senior are Individual contributor (IC) which include highly
skilled professionals e.g. engineer, teacher, doctor, lawyer, etc.

21. Member industry is directly inferred from their current experience
21
Company Entered Name
↓
Company Entered Industry
↓
Company Entered # of employees
Sample:
Company Name → LinkedIn
Company Industry → Internet
Company Size → 5,000-10,000
Large companies may span several industries but can only
choose one. Spot-check company pages to ensure you are
targeting the correct industry.
Targeting by Company Name, Industry, Size

22. Skills
Build from your PPC activity
 Targeting of skills-related
keywords
 Identified in the skills section,
keywords found throughout the
profile and inferred skills
 Increased relevancy, performance,
scale and ROI

23. Customized Targeting with
Matched Audiences
WEBSITE RETARGETING
Re-engage your website visitors
CONTACT TARGETING
Upload or integrate email lists
ACCOUNT TARGETING
Run account-based marketing

24. Re-engage your
website visitors
Website Retargeting
• Exclude converters from your net-
new campaigns
• Exclude website visitors from
awareness campaigns
• Retarget converters of offer 1 with
offer 2 to move them through the
funnel
• Retarget your LP visitors who have
yet to convert
How does this work post-GDPR?
https://lnkd.in/lms_gdpr

25. Reach decision makers at
your target accounts
Account Targeting
• Align with sales on high-priority
accounts and personalize content
• Reach the buying committee at high-
priority accounts
• Target customers to show them
product updates or cross-sell opps
• Exclude competitors by adding them
to a list to exclude (using Company
Name or Account Targeting Upload)

26. Import or integrate your
contact email lists
Contact Targeting
• Exclude a list of customers from
prospecting campaigns
• Add a list of customers to show
product updates and cross-sell opps
• Add a list of leads to remain top of
mind during their buying journey
• Integrate your contact management
platforms

27. Consider Tom
Senior Program Manager within
Enterprise Businesses
Seniority: Senior IC+
Function:
Company Size: 500+
Geography: United Kingdom
IT, Engineering, Program
Management
TARGETING
TITLE
JOB FUNCTION
+SENIORITY
GROUPS
+SENIORITY
SKILLS
+SENIORITY

28. Demo

29. TARGETING
BEST PRACTICES
• Lump all of your buyer personas into one
campaign
• Hyper-target your campaigns
• Don’t • Do
• Make sure your buyer personas are clear
and well-defined
• Tailor your content to your audience
• Add two or fewer targeting facets in addition
to Location
• Experiment and A/B Test
• Use different content and targeting tactics
for different products and/or audiences

30. ADVANCED TACTICS
• Understand who your ads resonate
with, then focus on your best audiences
• Learn who you should be targeting
more directly, and who you may want to
to exclude
1. Utilize Campaign
Demographics
2. Utilize Website
Demographics
It can reveal:
• If you’re reaching your intended
audience
• Traffic and engagement trends by
audience
• Who’s converting
• Who to target next

31. Target According to Your
Objective

32. Core Objectives
Top Funnel Engagement
• Branding
• Thought leadership
• Filling our marketing funnel
with net new contacts
Engaging our Known Audiences
• Account targeting
• Customer marketing
• Website retargeting
Persona Targeting
• Industry marketing
• Agencies
• SMB Marketers

33. Job functions: Marketing, PR and
communications
Seniority: Senior, Entry, Manager,
Director, VP, CXO, Owner, Founder
Region: Europe, Middle East, Africa
Exclude: Customers (csv upload)
How we use LinkedIn targeting to engage net new prospects

34. Account list: Company names
Job functions: Marketing, PR and
communication
Seniority: Senior, Entry, Manager,
Director, VP, CXO, Owner, Founder
How we use LinkedIn to nurture target sales accounts

35. Leverage email contact targeting to
reach our customers on LinkedIn for
ongoing product education
How we use LinkedIn for customer engagement

36. Segment website visitors based on the
pages that they visit.
Example #1:
Product and pricing visits receive a $50
promo code to try LinkedIn ads
How we use LinkedIn to retarget website visitors

37. Segment website visitors based on the
pages that they visit.
Example #2
Home page visits receive the
Sophisticated Marketer’s Guide to
LinkedIn
How we use LinkedIn to retarget website visitors

38. Technology Marketers
Industries: Computer Hardware,
Computer Software, Computer
Networking, Internet, Semiconductors,
Telecommunications, Information
Technology and Services, Computer and
Network Security, Wireless
Job Functions: Marketing, Media and
Communication
Seniority: Manager, Senior, VP, Partner,
CXO, Director
Region: United Kingdom
How we use LinkedIn to build personas

39. Leverage targeting for deeper personalization in the feed

40. 2xHIGHER CONVERSIONS
Effective engagement
Sign up
Visit company website
Source: Hubspot global customer analysis

41. TAKEAWAYS
 LinkedIn Targeting is unique in allowing advertisers to target members
while they're in a professional mindset
 Utilize our first party data to reach your ideal audience and drive your
your campaign objectives
 Remember that tailoring the content to your specific audience is a best
best practice on LinkedIn
 Be sure to consider the advanced targeting options that our tool
provides to take it a step further (Account Targeting, Content Targeting,
Targeting, Retargeting)

42. Q&A