Review platform TrustRadius today unveiled an intent data integration with LinkedIn Matched Audiences, part of LinkedIn Marketing Solutions.
The integration provides access to downstream intent data. This is then used to automatically target in-market buyers who are in late stages of the buying cycle. The buyers are then exposed to tailored content and social proof, like customer quotes derived from reviews on TrustRadius, via LinkedIn ads.
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Why we care: Anything that automates the process of identifying, targeting and converting buyers is a big improvement for marketers. For B2B marketers specifically, we’ve seen how that buying journey is increasingly resembling a consumer path as it expands to include traditional consumer channels like social platforms. With its built-in business audience, LinkedIn strikes the right balance for business marketers incorporating social media strategies, and an intent data tool is likely to help with that.
About The Author
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.