For B2B marketers, linkedin b2b marketing is essential for generating qualified leads.
But mastering LinkedIn ads can be tricky, especially with constant platform updates.
The latest change that will shake up lead gen is expanded account targeting options.
As a long-time B2B marketer, I was thrilled to learn about LinkedIn’s upcoming account targeting expansion.
This feature lets you micro-target ads to specific companies or titles.
For example, you can now target ads to “Director of Sales at Company XYZ” instead of just broader targeting like job titles.
Why the New Targeting Options are a Game-Changer
This expanded targeting gives B2B marketers a whole new level of precision. Here are some of the key benefits of LinkedIn’s new account targeting options:
- Laser focus your ads:You can micro-target your ideal customer profiles (ICPs) at specific companies. No more wasted spend on irrelevant audiences.
- Improve lead quality:When you can target individual accounts, you attract contacts who are a perfect fit and ready to buy.
- Lower cost per lead:With highly targeted ads, you can lower your cost per lead. You won’t be spending your budget on cold traffic.
- Simple optimization:See clearly which accounts drive conversions and double down on those targets. Optimize for your best accounts.
As a B2B consultant who relies on LinkedIn for lead gen, this excites me. I’ve seen the power of precision targeting first-hand.
For example, when I tightened my targeting to HR managers at mid-size SaaS companies, my cost per lead dropped by over 40%.
With LinkedIn’s new features, results like this will be easier than ever to achieve. Any B2B marketer not using this new targeting is missing out on higher conversion rates and lower CPAs.
How to Use the New Account Targeting for B2B Lead Gen
To leverage the new targeting options, you first need to know they are coming. LinkedIn plans to roll out expanded account targeting this year.
Once available, here are 3 tips to optimize it for lead gen:
1. Identify Your Ideal Accounts
Make a list of your ideal customer accounts. These could be existing customers or new targets. Look for accounts that fit your ICP.
For example, a recruitment software company could target the “Head of Talent Acquisition at XYZ Tech Company” or “VP of People at ABC Retail Company”.
2. Create Hyper-Targeted Ad Sets
With your list of ideal accounts, build ultra-targeted ad sets. Make an ad set for each company and title combo you want to reach.
3. Use Matched Audiences
Upload your ideal account lists as matched audiences in LinkedIn Campaign Manager. Then target your ad sets to those specific matched audiences.
This ensures you only reach those accounts and avoid irrelevant audiences. It’s the pinnacle of precision.
Launch Your Account-Targeted Ads
With your matched audiences and ad sets built, it’s time to launch your highly targeted LinkedIn ads.
Start with small daily budgets of $50 per ad set. Closely monitor performance and optimize.
Double down on your top converting accounts by increasing budgets or bids. Kill off low-performing ad sets to maximize ROI.
Within a few weeks, you’ll see your cost per lead decrease and conversions climb. You’ll lock in high-quality leads tailored to your ICPs.
Most importantly, always stay on top of LinkedIn’s targeting updates. As more options emerge, continue to refine your targeting for better results.
LinkedIn Account Targeting is a B2B Game-Changer
In summary, LinkedIn’s expanded account targeting unlocks new lead gen potential. Any B2B marketer not leveraging these capabilities will get left behind.
By targeting specific titles at named accounts, your ads will resonate 10 stronger. You’ll capture more leads from your dream customers.
My advice is to start planning now. Identify target accounts, build custom audiences, and craft hyper-targeted ads.
With precision account targeting, LinkedIn ads shift from a spray-and-pray tactic to a surgical strike.
Your cost per lead will plunge while conversions skyrocket. Buckle up for the B2B lead gen ride of your life!
