The dominant trend in marketing today is personalization. This is the notion that marketers should be creating messages for individual users while keeping their interests and needs in mind. In recent years, 91% of marketers have used real-time personalization, with the majority noticing a rise in engagement and tangible ROI.
That being said, personalization is often an automated process of collecting and integrating data and has become a first and foremost priority for B2B marketers and the outlets they use to reach audiences. One such platform is LinkedIn. The professional networking site — which 94% of B2B companies use to market products and services — has announced a new targeting feature for marketers which takes personalization to a whole new level.
The New LinkedIn Targeting Feature Explained
LinkedIn’s Account Targeting allows marketers to generate sponsored updates and sponsored InMail campaigns to a priority list of accounts. Combined with profile targeting, marketers can create incredibly specific content, ensuring that it’s only being disseminated to appropriate parties. LinkedIn hopes this will enable B2B companies to view more important accounts and profiles, in turn helping them to better understand and reach customers.
How does it work? To start with, companies compose a list of companies they’d like to reach on LinkedIn. The platform then cross-references this list with the 8 million company pages in its network and creates an account based on the match. The unique feature further allows marketers to refine their targeting according to job function and seniority levels in order to reach specific profiles.
Personalization and Beyond
As marketers continue to seek new ways to better understand and target their customers, LinkedIn adapts to this trend and paves the way with its ability to use data for more accurate personalization.
Using LinkedIn’s new feature, companies will be able to flip the funnel upside down by identifying specific companies, engaging them, and finally turning them into advocates. This streamlines and accelerates the entire process, giving marketers more time to create additional content based on insights gained from each sale and campaign.
As an industry leader, LinkedIn has solidified the use of data-driven personalization to discover, reach and grow an audience. As more B2B companies use LinkedIn’s feature to do just that, they will find new outlets and innovate the ways personalization is leveraged in marketing. As a result, personalization will become a widespread standard for marketing strategy.
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What comes next?
With increasingly advanced technology available to B2B marketers, determining which factors are important for personalization will only become easier. Perhaps on LinkedIn the focus will shift away from user profiles to user interests. This could play a prominent role in how marketers continue to think and create content. As more and more companies integrate this new feature into their marketing strategy, the advantages of marketing to individuals and large company accounts will be more defined.