LinkedIn Ads Show LinkedIn Buyer Group Targeting
12 snips
Sep 15, 2025 Jenn Moy, a product marketing lead at LinkedIn, and Jackie Morris, a product manager specializing in buyer group audiences, dive into the complexities of B2B buying. They share insights about the new Buyer Group Targeting feature, which allows marketers to reach entire decision-making committees, not just end users. The duo discusses real-world success stories and practical strategies to improve campaign effectiveness. They also highlight the importance of leveraging LinkedIn's unique data to enhance targeting and drive conversions, ensuring you engage the right audience.
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Buying Groups Are Bigger And Slower
- B2B buying now involves many more roles and longer decision cycles, making single-person targeting insufficient.
- Reaching the whole buying group reduces indecision and increases chance of being selected over competitors.
Manual Buyer Committees Often Overshoot
- AJ shared that manually building buyer committees by roles often over-reaches and misses who truly influences decisions.
- He said this manual approach reaches many irrelevant people and inflates audience size.
Buyer Groups Built From Unique LinkedIn Signals
- LinkedIn builds buyer groups from product-specific behaviors, profile traits, and first-degree connections to map real buying committees.
- Models refresh daily to capture evolving signals and new categories.
