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.