LinkedIn just announced the launch of Account Targeting, a new way to run account-based marketing campaigns on LinkedIn itself (they recently announced the end of Network Display).
According to the company, the launch enhances its native ad products by "marrying them with data-based capabilities and offering customers increased flexibility in the way they reach their desired audiences."
"With this feature, companies will now have the flexibility to tailor their Sponsored Updates or Sponsored InMail campaigns to a priority list of accounts," a spokesperson for the company tells WebProNews.
How it works is that advertisers provide a list of priority accounts they want to engage on LinkedIn using one or more of the available ad products, and LinkedIn's platform cross-references the list against its over 8 million Company Pages and creates an account target segment based on the match.
The offering also allows marketers to layer additional profile info (job function, seniority, etc.) to get content in front of the appropriate people in an organization.
"LinkedIn’s accessibility to millions of C-level executives, opinion leaders and decision makers makes this tool ideal for marketers and advertisers looking to engage a B2B professional audience," the spokesperson says.
Ahead of general availability, companies like Salesforce, Comcast, and Swrve have been participating in a pilot program for the offering. The results have apparently been favorable so far.
Advertisers interested in giving the tool a try need to get in touch with their LinkedIn Marketing Solutions account executive or fill out this form.
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