Target Smarter,

Not Harder:

Revitalize Your LinkedIn Ads Strategy

• Senior Director of Client Strategy at Tinuiti

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• PPC in all colors and forms

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• Top 25 Most Influential PPC Expert by PPC Hero and top 50 by Marketing O’clock

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• Born and raised in Venezuela

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HOLA!

The 95-5 Rule for B2B Organizations

Lead Generation captures the 5% of in-market buyers (ready to buy). This does not generate demand, it captures existing demand.

Brand advertising creates demand among the 95% of out-of market buyers - your future buyers.

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Source: 2030 B2B Trends, by LinkedIn; The B2B Institute

INFLUENCING EVEN A SMALL PROPORTION OF FUTURE BUYERS CAN INCREASE SALES LEVERAGE SIGNIFICANTLY

“In Market” Buyers

5%

“Out Market” Buyers

95%

Time

81% of B2B Buyers Buy the Brand that Comes to Mind on Day 1

BUYERS MAKE A LIST OF VENDORS FOR CONSIDERATION BEFORE STARTING THE SEARCH PROCESS

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Source: What B2Bs need to know about their buyers, Harvard Business Review

of respondents, depending on what they are buying, have a set of vendors in mind before they do any research

of respondents will ultimately choose a vendor from the Day One list.

Why are you only using companies and job titles!?

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Target Smarter With These Tactics

Seniority and Job Function

Job Function and Skills

Growth Rate and Industries

Seniority and Member Groups

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Company Connections

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Boosting Performance on LinkedIn Ads

Trimming down the audience, we focused on more efficient audience combination

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CHALLENGE

SOLUTION SUMMARY

INDUSTRY: B2B, SAAS

cost per MQL

conversion rate

-79%

+796%

• The brand was seeking efficiency while maintaining a strong focus on ICP
• The audiences were quite extensive, with more than 1 million users, and it involved consolidating numerous job titles into a single campaign
• Although the brand had various assets, there were only about two ads per asset

• We completely abandoned job title targeting, as it proved to be the most expensive tactic.
• Seniority and function emerged as the most successful audience combination at an ICP level.
• We implemented numerous exclusions.
• Each asset now features four ads, with a calendar in place to rotate a new piece every 3-6 weeks.

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RESULTS

CASE STUDY

Thank you

Visit us at Tinuiti.com

For questions, please reach me at:

@andreacruz92

/acruzlopez

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