Introduction
LinkedIn's targeting is only as effective as the audiences you build. Pick the wrong audience and you're paying to reach people who'll never buy from you. Pick the right one and your cost per opportunity drops immediately. The difference often comes down to how precisely you've defined who you're looking for and what segment actually needs what you're selling.
LinkedIn gives you two ways to build audiences: create them from scratch using job title, company size, industry, and other firmographic filters, or match them from your CRM and website visitors so you reach people you already know. This article walks through both approaches and how to layer them together so every pound spent targets someone likely to become a customer.
