Matched Audiences is LinkedIn’s suite of retargeting and custom audience tools allowing advertisers to reach specific groups based on first-party data. The feature includes website retargeting, contact targeting via email CSV upload, account targeting via company name list upload, and lookalike audiences.
Matched Audiences are effective in B2B because they align LinkedIn ad spend with CRM pipeline stages, showing different messages to cold prospects, active opportunities, and churned customers.
Example: A CRM vendor uploads 500 accounts in active sales conversations to LinkedIn Matched Audiences and runs a case study campaign targeting employees at those accounts. The campaign accelerates deal velocity for 18 accounts, reducing average sales cycle from 90 to 67 days for that cohort.
