Strategy #1: Cold Audiences (The Foundation)

From the video: "Cold audiences are built off the attributes people have in LinkedIn - their job title, seniority, experience, demographics, and interests based on what they've been browsing and engaging with on LinkedIn."

Target by Company Attributes

Company Size: Perfect if you know whether you're targeting founders (small) or enterprise (1000+ employees)
Company Industry: Manufacturing, logistics, professional services
Company Revenue: Match your deal size to their budget

Layer Job Functions + Seniority

Job Functions: What they actually do (not just title)
Seniority Levels: Marketing managers and above for decision makers
Pro Tip: More senior = more expensive, but higher deal value

The Interest Targeting Goldmine

From the video: "Take a look through the product interest and service interest categories because LinkedIn might have already created a category of people who are browsing, buying, and engaging with your category."

Product Interests

• Computing Software
• Engineering Software
• Marketing Software
• Productivity Software

Service Interests

• Marketing Services
• Business Consulting
• Financial Services
• IT Services

General Interests

• Industry Publications
• Professional Development
• Business Strategy
• Technology Trends

Layering Strategy (Advanced)

From the video example: "I want anyone who fits the job titles OR seniorities criteria, BUT they also need to be interested in marketing/advertising software OR be a company between 2-500 employees."

(Marketing Manager OR Sales Director)
AND
(Software Interest OR Company Size 2-500)

Key Insight: "Don't go too narrow too early. The more narrow the audience, the more expensive it can be because you're bombarding a small group. But they could be the perfect people - so it depends what you're selling."

Strategy #2: CRM List Upload (The Game Changer)

From the video: "The next audiences I'm going to speak about are the real magic within LinkedIn. It combines your first-party data - people actually interacting with you or the ones you hope to be interacting with - identifies them on LinkedIn and puts your advertising on their timelines."

This is the unbelievable leverage LinkedIn has uniquely because it's got people's job, company and work data.

Your B2B Advantage

You know the companies you want to speak to (most B2C businesses don't)
Your CRM/Salesforce already has these prospect lists
Your 'dream targets' who don't reply to cold emails
Lapsed customers you need to re-engage

How to Upload (Step-by-Step)

Export CSV from your CRM
Include company URLs/domains
Upload to LinkedIn (minimum 300 companies)
LinkedIn matches and creates your audience

📖 Need the full walkthrough with screenshots? See our complete LinkedIn List Upload Guide →

Real Client Example

From the video: "For one B2B client we've been working with for the past 5 years in the IT sector, they've got a large list of IT resellers and clients they work with. We actually put their latest promotions, events, and webinars to the list of companies they already work with."

Use Case: Target existing customers with new product launches, events, or upgrades. Much cheaper than acquiring new customers.

The Ultimate LinkedIn Hack

From the video: "It's a game changer. If you could put your best video pitch - the 3 reasons why they need to work with you - to everyone who's on your CRM list that's not getting back in touch, that's a win you could do this week."

Imagine: Your prospect ignores your cold emails, but sees your video ad on LinkedIn while scrolling between meetings. Game over.

Don't Have a CRM List? Here's the Workaround

From the video: "If you don't have a CRM or sales list of companies to hand, there are tools that let you scrape the first 5 pages of Google URLs when you search for [your target audience] and build that audience right off Google."

Google Search Method:

1. Search: "manufacturing companies UK"
2. Scrape first 5 pages of URLs
3. Upload to LinkedIn as company list
4. Start targeting immediately

Best Practices:

• Minimum 300 companies for good match rates
• Separate cold vs warm lists
• Regular list updates (quarterly)
• Layer with job title targeting

Quick Refresher: Watch the Full Tutorial

Strategy #3: Website Retargeting (The Obvious Winner)

From the video: "You know that phenomenon where you shop for trainers on your phone, abandon the cart, then get reminded everywhere? We apply these same principles to B2B and it produces unbelievable results."

The B2B Truth: "No one's browsing your B2B website for a laugh. No one's browsing your software pricing page for a laugh. Meaning they're probably interested or evaluating you against 5-10 competitors."

Why B2B Retargeting Works

• High Intent: They're researching solutions, not browsing for fun
• Active Evaluation: Comparing you to competitors right now
• Perfect Timing: Catch them when decision-ready
• Stay Top of Mind: While competitors get forgotten

Timeframe Strategy

• 30 days: Hot prospects, immediate decision
• 90 days: Warm prospects, longer evaluation
• 180 days: Cold prospects, awareness building
• Pro Tip: Different messaging for each timeframe

Advanced Page-Specific Targeting

From the video: "You can be more specific and target specific landing pages, specific pages they've browsed, and even create layered rules."

High-Intent Pages

• Pricing page visitors
• Demo request page
• Contact us page
• Case studies page

Exclusion Rules

• Visited pricing BUT NOT thank you
• Visited services BUT NOT contact
• Downloaded guide BUT NOT booked call

Layered Targeting

• Pricing page + job title
• Case study + company size
• Multiple page visits

The Competitive Advantage

From the video: "You want to be the one that stands out, that's in front of them when they're more aware, more trusting, with more opportunity to convert and get the deal done."

The Reality: While your 5-10 competitors sit forgotten in browser tabs, you're appearing on their LinkedIn feed with targeted messaging. Who do you think they'll remember?

⚠️ Critical Setup Requirement

From the video: "You cannot build a retargeting audience until the LinkedIn Insight Tag is on your website. It's really simple - your website developer just needs to copy and paste a snippet of code into your website header."

Action Step: Install the LinkedIn Insight Tag today. Without it, you're missing the easiest B2B targeting strategy that exists.

Strategy #4: Lookalike Audiences (Let LinkedIn Do the Work)

From the video: "This plays into that phenomenon where you think your phone's listening to you. Your friend talks about a product, then you see ads for it everywhere. Reality: it's the work of lookalike audiences."

How it works: "The advertiser tells the platform: find me people who look like my customer base, website visitors, or people who've engaged with my content."

Why Platforms Know Better

• Data Points: Thousands of behavioural signals
• Pattern Recognition: AI finds similarities you'd miss
• Continuous Learning: Gets better with more data
• Scale: Finds prospects you'd never identify manually

What You Need to Start

• Source Audience: CRM list, website visitors, or converters
• Minimum Data: Needs enough data to find patterns
• Performance Tracking: Monitor which sources work best
• Continuous Optimisation: Refine based on results

Best Source Audiences for B2B

High-Value Sources

• Converted Customers: Your best client list
• Qualified Leads: Downloaded guides, booked calls
• High-Intent Visitors: Pricing page, demo requests
• Engaged Users: Email subscribers, webinar attendees

Avoid These Sources

• All Website Visitors: Too broad, includes job seekers
• Social Media Followers: Often non-buyers
• Blog Readers Only: May not be decision-makers
• Bounced Visitors: Likely wrong audience

The LinkedIn Insight Tag Advantage

From the video: "If you set up the LinkedIn Insight Tag, you can find people that look like people who've filled out applications, converted, downloaded lead magnets, etc."

Lead Magnet Downloads

Create lookalikes from people who actually engage with your content

Demo Requests

Find prospects similar to those ready to see your product

Application Submissions

Target people like those who've already shown buying intent

The 'Phone Listening' Effect for B2B

From the video: "That phenomenon where you think your phone's listening - it's actually lookalike targeting. We can create the same effect for your B2B business."

Imagine: Your competitor's prospects start seeing YOUR ads because they're similar to your existing customers. They think "How did they know I was looking for this?" That's the power of lookalike audiences for B2B.

No obligation • 30-minute strategy call

The Omni-Channel Secret

From the video: "LinkedIn announced performance improves when you're doing what we call an omni-channel approach. You're getting traffic, getting leads and getting interest not only from LinkedIn ads but applying the same practices to Facebook, Instagram, Google, YouTube, and even TikTok."

Why This Matters for 'Unsexy' B2B:

• Your prospects aren't just on LinkedIn - they're scrolling TikTok on the toilet
• Multi-platform presence = impossible to ignore
• Same targeting principles work across all platforms
• While competitors stick to LinkedIn only, you dominate everywhere

The Bottom Line

"You're going to be the one that's not forgotten because they're going to be more aware of who your business is. They're going to have more trust, more awareness, your reputation is going to grow, and they're more likely to close the deal with you over those other competitors who just blend into the background."

One real benefit for B2B businesses: A social media advertising campaign warms those leads up really effectively and makes your sales team's job so much easier because they're closing people who already know you - as opposed to hammering down doors with cold calling and cold emails which just doesn't work in 2024.

The Secret B2B Targeting Hacksfor LinkedIn Ads

Watch: The Complete LinkedIn Targeting Tutorial

Live Demo

Real Examples

Step-by-Step

What You'll Learn in This Video:

The LinkedIn Advantage Your Competitors Don't Understand

Why This Works for 'Boring' B2B

The 4 Audience Types That Generate Leads

Cold Audiences

CRM Upload

Website Retargeting

Lookalikes

Most B2B Companies Get This Wrong

The 4 LinkedIn Targeting Strategies from the Video