With the end of lookalike audiences, LinkedIn has of course an alternative ready. An alternative that will not only fill the void, but will also take the effectiveness of audience targeting to new heights. At least, that is the promise. This service, launched quietly two months ago, is based on artificial intelligence and uses many more data points than the old lookalike audiences.
So, even for those who were hooked on lookalike audiences, it’s time to shake things up and discover how predictive audiences pave the way to more efficient targeting of B2B audiences.
Increased complexity
The complexity of B2B marketing has increased in recent years, while the demand for personalization is on the rise. Whether you work B2B or B2C specific database by industry customers expect to see ads that seamlessly meet their needs. Marketers in particular shake their heads when they see an ad, regardless of medium, that is not meant for them. #botchers
Image explaining what a lookalike audience is.
But in the complex B2B world, that is precisely the problem. In smaller companies, for example, the buyer is not called a buyer, but does this in addition to how do you deal with this? another function.
I have worked for years for asset managers and multi-family offices that serve very wealthy individuals. These people have so much money australia database directory that you can no longer consider them as individuals. In that world, client acquisition is difficult. No one puts on social media how much money they have. So if someone is not in the Quote 500, they are already difficult to find.
Lookalike audiences used to be the answer. LinkedIn always managed to get reasonable conversion scores with these types of specialist audiences. And that possibility is disappearing.
Predictive audiences alternative to lookalike audiences
However, there is no reason to despair. A solution has already been found. A solution that not only amplifies first-party data, but also lowers the barriers to reaching a high-intent target group (a specific group of people or companies that show an increased interest and willingness to take a certain action): predictive audiences.
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When announcing the service, LinkedIn released some figures that show the enormous power of the medium. I will mention two: