LinkedIn Audience Deep Dive Produces 26% Pipeline Growth

By targeting job function instead of job title, Cognism saw a 26% increase in their pipeline through LinkedIn Ads.

TL;DRWhat’s the fast marketing tactic?What was the result?Why does it work?Get more tactics like this

TL;DR

The author: Liam Bartholomew, VP Marketing at Cognism.

The goal: Expand their reach and engagement with LinkedIn Ads.

The tactic: Adjusting LinkedIn Ads to target job function versus job title.

The result: LinkedIn Ads reach increased by 2x, engagement increased by 3x, their CPR remained flat, and their pipeline increased 26%.

What’s the fast marketing tactic?

Liam Bartholomew, VP of Marketing at Cognism, decided to target job functions instead of job titles in their LinkedIn Ads.

They refined their Ideal Customer Profile (ICP), identified exclusions based on industry and job title, monitored demographic reports, adjusted their definition of enterprise, and added exclusions to their ads.

They also experimented with different ad creatives.

What was the result?

With continuous optimizations, Cognism saw significant improvements:

Reach increased 2x

Engagement increased by 3x

Pipeline growth of 26%

Why does it work?

Key reasons for the success of this tactic include:

– Understanding the Ideal Customer Profile and target accounts
– Creating specific segments within the ICP
– Increasing impression share among targeted accounts
– Laser-focused ad targeting with exclusions

Experimenting with different targeting methods and optimizing LinkedIn Ads based on customer knowledge is crucial for success.

Learn more about optimizing LinkedIn campaigns with our LinkedIn Experimentation course.