Use Primer Audiences to Improve the Quality of B2B Leads From LinkedIn

Sync your ICP into LinkedIn Matched Audiences for better ad quality

LinkedIn is a well-suited platform for B2B, as it gathers many decision-makers. However, even native targeting sometimes lets the wrong leads slip through and harm your advertising campaigns. Level roles, wrong industries, and lookalike titles lower the efficiency of LinkedIn ads.

Primer enables you to build a high-precision audience for LinkedIn outside of the platform, sync it as a matched audience, and use it for advertising. Such a combination of tools increases qualified conversions and form completion rates, among other benefits. You can get better advertising results for the same budget.

Learn when to use Primer matched audiences for LinkedIn and how to set up a Primer-powered advertising campaign.

How Primer Matches Audiences With LinkedIn

You create highly targeted audiences in Primer using various filters, including company size and location, departments, seniority levels, and job titles. Once ready, you sync these audiences as Matched Audiences into LinkedIn to enhance the accuracy of your LinkedIn campaigns. The created audiences resemble your ICP and have up to >85% match rate, which is three times higher than without Primer.

Stage of the Funnel to Run LinkedIn Campaigns

LinkedIn campaigns optimized with Primer matched audiences are most commonly used at the top of the funnel. While Primer generates custom ICP audiences based on the settings, LinkedIn enables you to reach these people with B2B ads. In most cases, the target accounts have not heard about you yet. They just fit your ideal customer profile and are likely to show interest in your offering.

How to Solve LinkedIn Campaign Issues With Primer Matched Audiences

LinkedIn is a good tool for B2B marketing, but it may not be accurate enough for your campaign goals. Primer matched audiences enable you to upload clean contact lists to hit exact buyers. Increased precision and filtered target accounts can solve some of the most common issues with LinkedIn ads, including:

Expensive CPL

Higher cost per lead for LinkedIn campaigns has multiple reasons, with poor targeting being one of them. When ads are pursuing people who ignore your creatives and never convert, you may have trouble reaching the right accounts. LinkedIn titles often do not accurately reflect the current position of B2B accounts, making ads irrelevant. With better targeting thanks to Primer matched audiences, your ads are more likely to convert. It brings you more leads for the same budget and reduces the CPL.

Need for senior-only reach

If you continue to reach mid-level roles that are not authorized to make strategic decisions, your ads may have a minimal impact. LinkedIn titles may resemble your potential customers, but they are not the decision-makers. Since Primer has more advanced audience creation attributes, it can help you target senior-level roles only. These are the leads who initiate new partnerships and have a real impact.

Low number of qualified leads

A common reason why purely LinkedIn campaigns fail to bring qualified leads is that LinkedIn audiences do not fit your ICP criteria. The platform displays ads to titles that "seem close," but they never convert. With Primer, you create matched audiences that resemble your ideal customer. Based on more extensive settings and data, they guide your LinkedIn campaigns and increase the number of qualified leads.

Four Steps to Use Primer Matched Audiences for LinkedIn

Primer smoothly connects with LinkedIn, expanding your advertising capabilities. You don't need coding skills or substantial martech experience to synchronize the tools. Four easy steps, and you can boost your LinkedIn campaigns with Primer matched audiences. Here is how to do it:

Step 1. Build and preview an ICP list.

Go to Primer and create an audience that mirrors your ICP.  You can specify company headcount and location, department/subdepartment, seniority level, and titles. Primer will generate the audience based on these settings.

Check the audience manually to ensure it includes only ICP-aligned records before synchronizing it with LinkedIn.

Note. You can also use CRM or CSV to pull in your ABM account list.

Step 2. Upload the list as a matched audience.

Synchronize the newly created list to LinkedIn as a matched audience. It may take up to 72 hours for the data to fully populate, so be ready to wait before launching your campaign.

Step 3. Run A/B for native vs. matched.

Ensure Primer delivers the expected results and improves the outcomes of LinkedIn campaigns through A/B testing. Split your budget and run ads without Primer and with matched audiences. The control group must have LinkedIn's native attribute targeting, including seniority, function, and title. The test group is the Primer audience synced to LinkedIn as a matched list.

Step 4. Analyze the impact of Primer audiences

Run the test for 1-2 weeks to gather data and compare the results. Analyze the changes in form-completion rates, qualification rates, CPL, CPM, and CPA.

Results You Can Achieve With Primer Audiences

Matched audiences enhance LinkedIn targeting to help the platform show ads to relevant accounts. As a result, you can lower the CPM for lead forms, make more people share their contact details, and increase the qualified-lead rate. These changes will make a tangible difference in the cost-effectiveness of your LinkedIn campaign and bring you qualified leads.

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FAQs

• How do Primer matched audiences improve LinkedIn targeting?

LinkedIn targeting has decent accuracy, but it may be insufficient to reach the accounts with specific roles. Primer enhances the effectiveness of advertising campaigns by enabling the platform to target more specific, matched audiences. The match rate is over 85% compared to ~30% without Primer.

• How to integrate Primer and LinkedIn?

No need for lengthy integration. Use Primer to build your ICP audience and sync it with LinkedIn. It may take up to 72 hours for the list to populate. Once finished, you can plug the audience into your ad campaigns.

• How to measure the effectiveness of Primer for LinkedIn campaigns?

Create two campaigns for A/B testing to measure the real impact of Primer implementation. You may want to track CPL, form completion rates, and qualification rates (ideally through your CRM).