a single source, nothing corroborates it
Define the ideal lead in the platform's filters
Write who you want in one sentence before anything else, and if the market is wide, pick a single vertical and define the lead inside it. Then phrase that sentence in the work attributes the platform can actually filter on, job title, seniority, skills, industry, company and size, so the definition converts straight into targeting. Choose the vertical by looking at where your first big customers came from: an insurance customer pointed one platform at insurers, a case study aimed at them became a top inbound source, and the pattern was then repeated for two more industries.
The method
- 01
Write the definition of your ideal lead as a single sentence before anything else, and if your market is very wide, choose one vertical and define the lead inside that vertical.
- 02
Phrase that lead definition in the same work-related attributes the ad platform can filter on, so the definition converts directly into targeting settings.
- 03
Find the industry where demand for your category is growing fastest, usually by looking at which industry your first big customers came from, and concentrate acquisition there before broadening.
What it returned
- 500
Sample definitions: CIOs at US firms over 500 employees running a closed-source LMS; an executive or VP owning B2B marketing at a US company over 200 employees.
- 2020
An early Domino Data Lab customer, Allstate, pointed to insurance; a case study aimed at insurers promoted on LinkedIn to technical and analytical staff at insurance companies became one of their top inbound lead sources, then the approach was repeated for financial services and life sciences. By 2020 the platform was used at 20% of the Fortune 100.
LinkedIn targets on job title, seniority, skills, industry, company and company size.
Sources
- No New CategoriesGreg Kogan · gkogan.co · Story: Domino Data Lab · 2020-08-07
- How to Use LinkedIn Sponsored Content to Get Sales LeadsGreg Kogan · gkogan.co · Define Your Ideal Sales Lead · 2016-06-10
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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