{"id":5079,"date":"2019-04-17T16:58:00","date_gmt":"2019-04-17T13:58:00","guid":{"rendered":"https:\/\/trackingchef.com\/?p=5079"},"modified":"2022-06-19T15:04:00","modified_gmt":"2022-06-19T12:04:00","slug":"hacking-linkedin-ads-audiences-using-sales-navigator","status":"publish","type":"post","link":"https:\/\/trackingchef.com\/blog\/hacking-linkedin-ads-audiences-using-sales-navigator\/","title":{"rendered":"Hacking your LinkedIn Ads audiences using LinkedIn Sales Navigator"},"content":{"rendered":"\n
First published on the Stardom Blog<\/a><\/strong><\/p>\n\n\n\n If you\u2019re doing B2B marketing, you know that having a laser-focused hit-list is one of the important things to get good SQLs for your sales team.<\/p>\n\n\n\n LinkedIn is the go-to platform for B2B professionals in both the Marketing and Sales departments.<\/p>\n\n\n\n For marketing teams, it\u2019s great targeting capabilities to create laser accurate audiences to run their campaigns against makes up for the high CPMs and general low-tech abilities of its ad platform.<\/p>\n\n\n\n Here\u2019s the post-breakdown: Yes, Facebook\u2019s ad tech is more advanced and costs are generally lower, but targeting capabilities for B2B are not optimal, to say the least.<\/p>\n\n\n\n The Sales team would usually benefit from the premium LinkedIn tools such as Sales Navigator to run effective prospecting at scale.<\/p>\n\n\n\n Both LinkedIn products make use of the unique dataset owned by LinkedIn and voluntarily updated by users. These can be sliced and diced in multiple dimensions to give you just the right audience you need.<\/p>\n\n\n\n In this post, I\u2019m will share with you how to leverage the best of both worlds by using data collected from Sales Navigator to improve your ad targeting.<\/p>\n\n\n\n As a marketer playing around with the Sales Navigator account for the first time, I\u2019ve come across several interesting filters offered on this tool that are unavailable anywhere else on the platform.<\/p>\n\n\n\n So if you want to leverage this hack, you\u2019ll have to make sure you have a Sales Navigator account<\/a>.<\/p>\n\n\n\n If it\u2019s your first time using the Sales Navigator, you can watch a quick tutorial here<\/a>.<\/p>\n\n\n\n Pro tip: LinkedIn offers 30 days free trial (with a credit card) of Sales Navigator<\/strong><\/p>\n\n\n\n Once you\u2019ve logged into your Sales Navigator account, you\u2019ll notice additional filters you can use such as:<\/p>\n\n\n\n The information found under the \u2018Technologies\u2019 filter is also available on tools such as BuiltWith <\/a>or NerdyData<\/a>, but these are rather pricey. And if you\u2019re paying for the Sales Navigator account, in any case, you might as well use it to its fullest.<\/p>\n\n\n\n With this data is available we can create great segments.<\/p>\n\n\n\n For example, imagine you\u2019re selling an email automation solution for e-commerce, you can search for accounts in the Retail & Fashion industry that use MailChimp and approach them.<\/p>\n\n\n\n With a few clicks, you can get a great list of targets to speak to.<\/p>\n\n\n\n Here\u2019s how your list should look like:<\/p>\n\n\n\n This is usually where the Sales team would create a shortlist and approach each one individually. But I\u2019m a marketer, and I want to work at scale \ud83d\ude42<\/p>\n\n\n\n The next logical step would be using this data in LinkedIn Ads, targeting only these accounts.<\/p>\n\n\n\n The problem is that these search filters aren\u2019t available on LinkedIn Ads, only on Sales Navigator.<\/p>\n\n\n\n So we would have to upload these accounts as a Matched Audience to LinkedIn manually.<\/p>\n\n\n\n Unfortunately, there\u2019s no export option for accounts from Sales Navigator.<\/p>\n\n\n\n Luckily for us, there\u2019s Phantombuster<\/a> and their great suite of APIs.<\/p>\n\n\n\n With just a few simple clicks, you can create that micro-targeted search in Sales Navigator and use Phantom Buster to export it to a CSV. (https:\/\/phantombuster.com\/api-store\/6988\/linkedin-sales-navigator-search-export<\/a>)<\/p>\n\n\n\n All you have to do is grab the URL of the search you run and plug it into Phantombuster (Oh, and it\u2019s even completely free at this tier of use.)<\/p>\n\n\n\n Once that\u2019s done (usually takes under a minute to run), you have a CSV with a list of companies. This CSV needs to be formatted before it can be uploaded to LinkedIn as a Matched Audience.<\/p>\n\n\n\n You need to remove all columns but the Company name which should be renamed to \u2018companyname\u2019 (lowercase, no space).<\/p>\n\n\n\n This can then be uploaded into LinkedIn Ads using the Matched Audiences as \u2018List upload\u2019. Pro tip<\/strong><\/p>\n\n\n\n Sometimes, there are discrepancies between the data you export and import back to LinkedInUtilizing the Sales Navigator to find the right audience<\/h2>\n\n\n\n
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Adding the data to your Linkedin Ads audience<\/h2>\n\n\n\n
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It usually takes about 24-48 hours for the audience to be ready for use.<\/p>\n\n\n\n
To improve the match rate between the list and LinkedIn\u2019s database and reduce chances of data gaps, you can upload the companies alongside their domains (e.g. Microsoft, microsoft.com)<\/p>\n\n\n\n<\/figure>\n\n\n\n