In recent years, B2B targeting has become increasingly intricate, driven by the growing demand for personalisation, stricter marketing budgets, and the emergence of data privacy regulations.
These factors have presented challenges in precisely identifying the ideal audience for B2B campaigns.
However, the widespread adoption of artificial intelligence (AI) across various industries highlights its potential to bring about substantial changes. In the marketing sphere, tools like ChatGPT are already proving highly effective.
AI’s impact on our daily use of media channels, such as LinkedIn, is indeed noteworthy. Keep reading to learn about this new feature and how it can revolutionise your B2B campaigns.
How does Predictive Audiences work?
Predictive Audiences rely on probabilistic audience targeting. This method involves analysing a wide range of data, including how users engage with LinkedIn as well as your own first-party data. This AI-driven approach creates a high-intent audience tailored to your objectives, facilitating your campaign’s success.
What makes Predictive Audiences so special? Well, it’s because they use exclusive information, like users’ interactions (such as ad clicks and making purchases) and LinkedIn’s smart AI technology.
This goes further than the usual “lookalike” method. It finds users who not only share traits with your current customers but also have a higher chance of becoming customers themselves. This helps you use your resources where they’ll likely get the best results and connect with a larger audience tailored to your business.
In essence, Predictive Audiences on LinkedIn are the key to unlocking the full potential of your B2B targeting strategy, offering a powerful and efficient way to reach the right audience, drive conversions, and maximise the return on your advertising investment.
How will predictive audience improve campaign performance?
LinkedIn boasts a user base exceeding 950 million worldwide, providing an exceptional B2B platform for connecting with decision-makers, industry experts, and influencers.
User engagement on LinkedIn has increased by 27% year on year, indicating that you are reaching an audience actively seeking and engaging with B2B content.
In this setting, Predictive Audiences are ideally suited to enhance the potential of your first-party data, making it more likely to reach users who are ready to action.
In initial trials, campaigns utilising the Predictive Audiences feature for lead generation achieved a remarkable 21% reduction in Cost Per Lead (CPL).
This precise targeting not only enhances engagement but also drives higher conversion rates, ultimately leading to improved ROI for your LinkedIn campaigns.
Benefits of using Predictive Audiences.
This technology represents a significant leap in targeted marketing, offering a suite of benefits to your business, including:
- Pinpoint your audience on a large scale: In a landscape where B2B purchasing is growing more intricate, Predictive Audiences address the task of identifying the ideal customers for your business. This is achieved by harnessing the power of LinkedIn’s AI and your data to construct customised, high-intent audience segments.
- Enhance campaign efficiency: Finding the most suitable audience consumes significant time and resources. Predictive Audiences simplifies this process, guaranteeing efficient resource utilisation even within budget and time limitations.
- Optimise your ROI: With the assistance of Predictive Audiences, you can seamlessly integrate them into your full funnel strategy, emphasising efforts at the bottom of the funnel to generate more high-intent leads. This improves your ROI and minimises wastage. Harness the power of Predictive Audiences
In a world where the right message at the right time can make all the difference, let’s ensure your business is leading the charge.