Buyer Discovery for LinkedIn Campaign Manager Install Guide

Here are the steps to create a matched audience in LinkedIn Campaign Manager, where the companies in the audience are based on Buyer Discovery company prospects

NOTE: Integration Annual Re-authentication Necessary

The LinkedIn integration needs to be re-authorized annually in the Buyer Discovery web app, which can be done by selecting Deauthorize, and afterwards selecting Authorize. Once you re-authorize, any created audiences will reappear.


Buyer Discovery support will remind you via email when it is time to re-authorize.

Step 1: Creating a LinkedIn export to Buyer Discovery

• Go to the exports page in the Buyer Discovery web app.

• Go to https://datainsights.gartner.com.
• Enter in your username and password and log in.
  
  
  

• From the Home Page, go to the Exports List.

• On the Exports List page, click on Add
• In the pop-up, select LinkedIn

• Initiate and configure the LinkedIn Export from the Exports List tab.

• In the Exports List page, make sure the correct product is selected from the Product dropdown.

• After selecting your product, click on “Add”, and a pop-up will appear.

• In the pop-up, select “LinkedIn” and click “Continue” . A LinkedIn pop-up for authentication will appear.

• Enter your credentials and click on “Sign in”.
• If this is your first time logging in from Buyer Discovery, or if several months have passed since your last log in, then the following screen will appear to provide permission to Buyer Discovery to post audiences that you create to your ad accounts. Click “Allow”.

•  Another pop-up to select an active LinkedIn ad account will appear.
• Select the proper ad accounts and click “Next”. The LinkedIn Audiences page will appear. 

• In the LinkedIn Audiences page, click “Add”.  You will then be able to select the Ad account, Product and Audience name

• You will then land on the main page for that specific Buyer Discovery matched audience

• In the Manage audiences page, set the filters on the Company Prospects to match your ideal customer profile (ICP).

• At the top of the Manage Audience page, click on the pencil next to Default Segment to change the name of the segment to something of your choosing, and then click “Save”.

• Under the Update Audience section, click “Publish”. On the following confirmation pop-up, click “Confirm”.

Step 2: Using the audience in Campaign Manager

1. Log into your LinkedIn Campaign Manager account, and select the Ad account used in the Buyer Discovery setup.

2. Click on Plan, and then click on Audiences, and you will see the Audience created in the Buyer Discovery web app listed here (Note: it may take a few minutes for the Buyer Discovery Audience to appear in LinkedIn Campaign Manager.

3. Once the Audience moves from the Building to Ready Status, you can use this Audience in active or new Campaign groups, and the Audience will automatically update with new company prospects on a daily basis.

Step 3: Adding a LinkedIn Matched Audience to a Campaign

Here is how to add a Buyer Discovery LinkedIn Matched Audience to a LinkedIn Campaign:

1. In LinkedIn Campaign Manager, locate the Buyer Discovery Audience you would like to add to a Campaign, and make sure it is in the Ready state

2. In Campaign Manager, click on the Advertise tab, then click on Create, then Campaign

3. Select the Campaign Group you want to associate this campaign with, and click Next

4. To use a Buyer Discovery audience, under the Audience section, “Who is your target audience?” subsection, click Audience, then Third party, then Third Party Company to find all Gartner Buyer Discovery Audiences

5. From here you can set up different campaigns based on the marketing objective. For example:

• The Brand awareness ad objective in LinkedIn Campaign Manager helps users optimize their campaigns for reach and impressions. It can be used when targeting ads towards potential customers who may not have yet heard about your product.

Use this matched audience in a Brand awareness campaign, to target LinkedIn users associated with companies in new territories.

• The Website visits ad objective in LinkedIn Campaign Manager can be used to encourage users to visit your website or landing page. The Ad campaigns with website links will be shown to users most likely to click on your ads, at the top of the marketing funnel.

Use this matched audience in a Website visits ad campaign, to guide LinkedIn users in your ICP to your site. 

• The Engagement ad objective in LinkedIn Campaign Manager enables you to increase engagement on content through likes, comments, shares, and clicks to a landing page. These ad campaigns should engage your targeted audience in the middle of the marketing funnel.

• Use this matched audience in an Engagement ad campaign, where they can target this narrow ICP customers to engage with content.