Go beyond job title
Titles vary. Combine function, seniority, responsibility, industry, company size and exclusions. Keep enough scale to learn.
Map the buying committee
High-value purchases involve users, evaluators, managers and approvers. Create relevant messages for roles that influence the deal.
Use company targeting carefully
Account targeting can focus on named companies when the list, offer and sales approach justify it. It cannot replace relevant messaging.
Match offer to buying stage
A direct call may fit urgent demand; earlier audiences may need an assessment, guide, demo or project proof.
Forms, pages and retargeting
LinkedIn forms reduce friction; landing pages allow deeper explanation. Retargeting supports people who need more evidence.
Connect to sales feedback
Track fit, meetings, opportunities and pipeline where possible. Agree how sales records outcomes.
Know when another channel leads
If buyers already search, Google may be more direct. For visual consumer offers, Meta may reach wider. LinkedIn earns its role through professional targeting.
COMMON QUESTIONS
Why does LinkedIn cost more?
Narrow professional inventory often costs more. The business case depends on deal value and quality.
Can we target named companies?
Often yes, subject to audience requirements and useful data.
Should we use lead forms?
Use them for low friction; use pages when deeper explanation matters.
How is B2B success measured?
Combine platform data with meetings, opportunities and sales feedback.