Audiences
Firmographic targeting
Targeting ads by company characteristics, such as industry, company size and location, and by job title, function and seniority.
What it is
LinkedIn is built on this data; other platforms offer partial versions.
Why it matters
For lead generationFor B2B, it is the most direct way to reach the buying committee of the right companies.
In practice
Combine company filters (from the ICP) with role filters (from the buying committee), keeping the audience large enough to deliver.
A common mistake
Stacking so many filters that the audience is tiny and expensive to reach.