AJ Wilcox says, “This week, LinkedIn released a fantastic new feature to their ads product that is an absolute game-changer for business-to-business companies. It’s called Account Targeting, and it allows you to upload a list of up to 300,000 company names and target ads to only those companies.

Here’s a story to illustrate the power of this new functionality:

I walked into a marketing team meeting and immediately knew there was a problem. The team was close to hitting their goal, but trending behind the curve, and it looked like we might miss it. The CMO made the decision to dump more cash into social ads — we’re going to hit that goal, come hell or high water.

The effect wasn’t what the team had hoped for.

The sales team was already dialing at capacity, and our sending them additional leads produced three negative outcomes:

  1. Sales folks who used to dial each lead 6x were now only dialing each 1x to 2x.
  2. The flood of leads resulted in sales cherry-picking only their favorite leads and ignoring the others”.

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