LinkedIn Audience Insights Produces 26% Pipeline Growth

By adapting LinkedIn Ads to target job function over job title, Cognism’s pipeline increased by 26%.

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TL;DR

• The author: Liam Bartholomew, vice president of marketing at Cognism.
• The target: Expand their reach and engagement with LinkedIn Ads.
• The tactic: Adaptation of LinkedIn Ads to address the job function with respect to the professional title.
• The result: LinkedIn Ads reach doubled, engagement tripled, CPR remained the same, and pipeline increased by 26%.

What is the quick marketing tactic?

Liam Bartholomew, vice president of marketing at Cognism, had an idea about their LinkedIn ads.

At the time, they used specific job titles as a target. However, Liam suspected that this target narrowed their reach because it would miss other relevant titles on LinkedIn.

So, they tried changing their LinkedIn ads to target job functions instead.

Here’s what they did:

• I started by perfecting their ICP
• Created a process to identify exclusions based on industry, job title, etc
• Monitored their demographic ratios for irrelevant job titles
• Changed their internal definition of enterprise to target more relevant companies
• Added exclusions to their ads, just like negative keywords in Google Ads

Here’s a look at some of their ads:

What was the result?

Initially their LinkedIn ads targeted irrelevant job titles. But with continued optimizations, here’s what happened:

• Range increased by 2x
• Engagement increased 3x
• Growth and pipeline increased by 26%

Why does it work?

Here are several important reasons why this works:

• Be very clear with your ICP and target accounts
• Created specific segments from their ICP to pursue
• Increased impression share among target accounts
• Added exclusions to laser focus on their LinkedIn ads

This tactic begins and ends with knowing your ideal customer. Who I am. Their characteristics. And how you can best serve them.

From this foundation, you can experiment with different targeting methods and continuously optimize your LinkedIn ads for maximum reach, engagement, and pipeline growth.

Extract the best data from your LinkedIn campaigns with our LinkedIn Experimentation course.

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