How to target the right people in large companies when you sell B2B, this is the fundamental problem tackled by Casper Emil Rouchmann in his intervention.
Start, for example, with a tool (e.g. Discoverorg) that can list all the companies in the world that are using a specific technology, e.g. Salesforce. A list of 24 million people comes up. Filter them, upload it on LinkedIn as a custom audience—and then create ads that talk to real pains that your product solves on the back of Salesforce. Smart.
Integrating sales with marketing? LinkedIn now allows you to combine Sales Navigator and Campaign Manager. You can save a lead in Sales Navigator and within 24 hours the lead is fed into Campaign Manager, so your BDRs can target them and you can target them with ads on LinkedIn. Quite powerful.
Getting (automated) personal. See the video for Casper’s example of how Templafy made personal automated email flows, including what looks and feels like personalized welcome emails and videos—but automated. The setup was initially created because their lead forms on the website stopped converting well. To build something like that requires quite a few videos and some quite complex email flows based on ad clicks and segments—but it can definitely be worth it, if you want to scale.