With a subscriber base of approximately 850 million in over 200 countries, LinkedIn is the largest platform for professionals and businesses to build their network and working relationships. Hosting various levels of decision makers on a daily basis, LinkedIn boasts an audience that has 2x the buying power of any average web audiences. Today, brands are curious on how they can leverage this leading B2B digital channel for their own marketing endeavours. 

In our quest to provide DMC users with holistic audience insights, we are constantly looking at how we can bring in enhancements and integrate more data partners. To facilitate B2B audience insights on DMC, the Data and Products APAC team has worked extensively with LinkedIn. Having worked closely with them, we have now gotten exclusive access to some of their data and APIs. This has made some critical insights from the platform more accessible.  

And so, we’re happy to announce that we have been able to integrate LinkedIn as an additional data source for audience understanding on DMC Explore. 

Currently, Explore is widely used across markets to create an audience story for pitches and other strategic decisions during the campaign planning phase. Let us see how the LinkedIn integration will help make a difference.

What’s new? 

B2B Audience Insights: Explore will now give you insights that will help you put together your audience’s professional persona. You can now unleash additional information about a brand’s audience like which industries they belong to, years of experience, designation, and their professional interests. You can also get a list of companies where you can find your brand’s audience that can help with Account Based Marketing (ABM) strategies. Conversely, you can also get a granular audience understanding for your ABM clients. 

First Party Data Enrichment: You can harness the power of your client’s customer data on LinkedIn by extracting valuable insights through DMC. By utilizing these insights, you can discover new audiences based on the client’s first party data. This can significantly enhance your client’s targeting strategy on LinkedIn. 

Laser Focused Audience Builder (To be released soon): We want to enable our users to create highly relevant audiences for their client’s LinkedIn campaigns. The B2B insights on DMC will play a critical role in helping them find the right audiences for a seamless activation on LinkedIn. 

How does it help? 

Insights – DMC’s B2B level insights will help you create a stronger audience persona for a brand’s audience. Additionally, understanding crucial elements like which industry, designation, the client’s audience belongs to will make it easier for planners to set-up relevant targeting criteria on LinkedIn for B2B campaigns.  

Maximizing Client Data – Leveraging the client’s data will enable you to discover additional audiences that have similar traits to the brand’s performing audience.  This can be particularly effective for clients that are facing audience saturation issues on LinkedIn. 

Audience Creation – It’s imperative to be able to translate these valuable insights into relevant audiences for the brand. And so, DMC will provide a seamless transition of these insights into audiences that can be directly activated on LinkedIn. 

Given that advertising costs (CPC’s in particular) are higher on LinkedIn than other social media platforms, it’s imperative that we find the right audiences to target in a cost-efficient manner. DMC’s data intelligence will help bring greater audience targeting accuracy. 

How can you access these B2B insights? 

You will now see an additional option under dimensions called ‘’LinkedIn Audience.’ Start to fill in the audience brief for your brand. 

Please note: You can fill in any one of the persona criteria and leave it to DMC to share the rest of the insights. 

Check out our step-by-step tutorial on how you can generate B2B Audience Insights on DMC 

What’s next? 

We will be constantly adding new insights & filter options in the coming couple of months. Getting B2B audience insights is certainly very helpful, but it doesn’t end here. We’re committed towards creating an end-to-end solution for B2B & LinkedIn advertising that will help you use these insights to plan and activate a campaign on LinkedIn.  

Coming Soon: A data-driven campaign planning solution for B2B Audiences.