LinkedIn Matched Audiences
  • 22 Nov 2022
  • 11 Minutes to read
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LinkedIn Matched Audiences

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The G2 + LinkedIn Matched Audiences integration enables you to leverage your G2 Buyer Intent signals as filter criteria for your LinkedIn ad campaigns.

lima demo

Basics of the G2 + LinkedIn Matched Audiences integration

About G2 Buyer Intent data

G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals can be generated by a variety of buyer actions, including interacting with your G2 product profile page, comparing your product to a competitor, and viewing alternatives for a product in a shared category. This data enables your sales, marketing, and customer success teams to identify a buyer's stage in the buyer journey.

The G2 Buyer Intent signals available to this integration depend on your G2 plan.

Refer to G2’s plan information and contact your G2 representative to learn more.

How G2 Buyer Intent data auto-maps to LinkedIn

Buyer Intent signals are automatically mapped (auto-mapped) to companies in LinkedIn by matching the website domain on the Buyer Intent signal to a company with the same domain in LinkedIn.

Once you've defined your audience criteria and built your segment in my.G2, you can review the Match Count and Match Rate columns for your audience segments. This information shows how many organizations have been mapped to LinkedIn for the previous seven days and the percentage of the companies that were mapped compared to the number that generated G2 Buyer Intent data.

Review the match count rate

You can use LinkedIn Campaign Manager’s capabilities and data to further narrow the audience based on criteria such as location, user seniority, and role.

Where G2-built audience segments appear in LinkedIn Campaign Manager

The audience segments you build in my.G2 appear in the Matched Audiences section of LinkedIn Campaign Manager.

To find your audience segments:

  1. Go to LinkedIn Campaign Manager, then log in to the ad account that you connected to the integration my.G2.
  2. Select ACCOUNT ASSETS > Matched Audiences.
  3. G2-built audience segments are labeled as Third-party: G2 Crowd. To easily find these audience segments, open the Data source dropdown, then select Third party as a filter.

Find your audience segments

Automatic updates to audience segments

Your audience segment is updated in LinkedIn every 24 hours as new Buyer Intent data is made available. The status of your audience segments updates in both my.G2 and LinkedIn to reflect whether the list is being updated based on the latest G2 data.

LIMatchedAudiences_SegmentUpdating

To disable an audience segment, set the Segment Status slider to Not Active. The audience segment will still be available to use in LinkedIn Campaign Manager, but the audience will not be updated based on new Buyer Intent signals until you reactivate it.

Implementation

Before getting started

To activate this integration, your LinkedIn ad account must have Campaign Manager access.

Unlike other G2 integrations, which are activated at the product level, the LinkedIn Matched Audiences integration must be activated at the my.G2 user level. Each individual my.G2 account holder in your organization must complete the following implementation steps in order to build audiences with G2 data.

1. Connect your LinkedIn Campaign Manager account

To connect LinkedIn Campaign Manager to your my.G2 account:

  1. Go to my.G2, then navigate to Integrations > Integration Hub.
  2. Select the LinkedIn Matched Audiences tile.
  3. In the Connect your LinkedIn Ad Account section, select Authenticate Now. You will be brought to LinkedIn to log in with your LinkedIn Campaign Manager credentials.

LIMatchedAudiences_Active

If authentication fails, you should verify your LinkedIn Campaign Manager access level with your organization.

2. Build a test audience segment

After building your first audience segment, review the G2 Buyer Intent data and LinkedIn audience segments documentation to learn how to filter and refine audiences.

To build your first audience segment using G2 Buyer Intent data:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the LinkedIn Matched Audiences tile.
  3. In the Select LinkedIn Ad Account section, choose an account option from the dropdown, then select Apply.
  4. In the Create your Audience with G2 Buyer Intent Data section, leave the default options in place, then select Apply. This audience segment includes all G2 Buyer Intent data for the past six months.

If your organization does not have access to all Buyer Intent signal types, certain filters in the Accessible Intent Type might not be available. You can still create a segment based on the signals included in your subscription.

lima basic filters

  1. Use the View G2 Intent List section to review the G2 buyer organizations included in your segment. To delete companies from this audience segment, select the checkbox for each company, then select Delete Selected.
  2. Select Apply to continue.
  3. In the Name Audience Segment, enter a name that describes the audience segment being created. For this first example, G2 recommends entering "G2 Buyer Intent Test".
  4. Select Apply, then select Create Segment to finish creating the audience segment.

Audiences built via this integration take approximately 48 hours to populate in LinkedIn Campaign Manager. Build time can vary widely depending on the size of your audience segment.

Your segment Status will is set to Building until it is ready to use. You will receive an email notification when your audience segment is ready to use.

LIMatchedAudiences_SegmentBuilding

Filtering audiences with G2 Buyer Intent

The LinkedIn Matched Audiences integration uses specific keywords and properties to filter Buyer Intent data.

The Accounts found panel shows a live count of how many G2 buyer organizations match your current filter criteria.

accounts found

This number does not represent how many companies will be successfully mapped to LinkedIn, or how many members will be included in the audience segment. LinkedIn audience segments must contain at least 300 members.

Segments take approximately 48 hours to build in LinkedIn Campaign Manager. Build time can vary depending on the size of your audience segment.

Lookback window

The lookback window establishes the start date for the Buyer Intent data that will be included in your LinkedIn audience segment. If you choose to keep a segment active, new audience matches will continually be added in LinkedIn based on your Buyer Intent signals.

lookback window

For example, if your lookback window is set to October 1, 2022, all Buyer Intent signals from that date forward will be sent to LinkedIn. Default lookback window options, such as 30 Days and 6 Months, set a start date in the same way, which means the original date remains in place after the audience segment is created.

If you want more recent Buyer Intent data feeding your LinkedIn audience segments, you must edit the lookback window of your existing segments in my.G2, or create a new segment.

Intent type

Use the Accessible Intent Type filters to refine your audience based on specific types of G2 Buyer Intent signals.

filter by intent type

G2 offers the following Buyer Intent signal type filters:

Filter Buyer Intent signal Description
Researched alternatives to {your product name} Alternatives pageviews A buyer viewed a G2 alternatives page for a product in a shared G2 product category. This activity indicates that the buyer is seeking alternatives for a product in your category, but your product is not necessarily being compared directly.
Researched {your product name's} G2 category Category pageviews A buyer viewed a G2 category page featuring your product. G2 categorizes products based on a number of factors, including similar functionality and use case. This activity could indicate that the buyer is in the initial research stage.
Compared {your product name} to other products Comparison pageviews A buyer viewed a G2 comparison page featuring your product. This activity indicates that the buyer is directly comparing your product to a competitor.
Viewed your product profile on G2 Product profile pageviews A buyer viewed your G2 product profile page. This activity indicates that a buyer is researching your product directly.

Advanced filters

In addition to Buyer Intent signal type filters, you can use the options in the Advanced filters dropdown to create a more targeted audience segment.

all advanced filters

Buying Stage and Activity Level

G2 reports two unique scoring components, Buying Stage and Activity Level, for each of your buyers to provide a clear idea of where a buyer is on their journey and how to effectively engage them. While Activity Level measures a buyer's total activity volume on G2, Buying Stage evaluates your buyer's journey by combining funnel-dependent factors such as page engagement and signal type.

For more information on Buying Stage and Activity Level, refer to the Buyer Intent documentation.

From the Buying Stage section, select the checkbox for each stage you want to include in your audience. From the Activity Level section, choose a minimum activity level for your audience.

buyer intent score filters

G2 updates Buying Stage and Activity level daily to reflect each buyer’s current level of intent. Changing your lookback window does not impact the scores included in your audience segment.

Company filters

You can also refine your Buyer Intent signals using firmographic filters.

buyer intent score filters

G2 offers the following firmographic filters.

  • Market segment: Use the Employee minimum and Employee maximum filters to target companies of a certain size.

  • Industry: Use Industries to Include filter to target companies from one or more industries of your choosing.

  • G2 Category: If your company is included in multiple G2 product categories, you can use the Categories to Include filter to target companies with intent related to one or more categories.

Your organization must subscribe to Buyer Intent data for each of your categories in order to be included in this dropdown.

G2 Stack

G2 Stack enhances the Buyer Intent signals you already receive from G2 by incorporating tech stack data to better inform your marketing and sales strategies. Where Buyer Intent captures enriched data about buyers researching your product and competitors across G2, G2 Stack identifies the specific software products that those buyers are already using.

Refer to the G2 Stack documentation for more information on using Stack data, the product categories that currently receive Stack data, and Stack's data sources.

Stack filters enable you to further refine your audience – an account must meet your Buyer Intent filter criteria and your Stack filter criteria to be included.

stack filters

Stack filters can only be used to refine accounts with Buyer Intent signals. You cannot build audiences using Stack filters alone.

To get started, search for and select filters from the Categories to Include and Products to Include dropdowns.

stack product or category selector

You can use the Products to Include filter to find accounts that are using specific products in their tech stack, or the Categories to Include filter to find accounts that use any product in the corresponding category in their tech stack.

G2 automatically populates the options in the Categories to Include and Products to Include filters based on the Stack categories included in your subscription.

If you’re interested in using additional Stack categories to filter audiences, please contact your G2 representative.

The Products to Include and Categories to Include filters act as "OR" filters when used together. For example, selecting a product of G2 Track and a category of Email marketing finds accounts that either use the G2 Track product, or any product in the Email marketing category.

The Product Last Identified filter refines the criteria you chose in the Products to Include and Categories to Include filters based on the last time G2 confirmed the account is using a product in their tech stack.

stack date selector

Choosing a start date in the Stack Product Last Identified filter is similar to setting your lookback window.

For example, if today's date is December 1, 2022, choosing the 6 Months default option sets your start date as June 1, 2022 in LinkedIn. G2 will not continuously update your start date to always be six months before the current date.

If you want more recent Stack data feeding your LinkedIn audience segments in the future, you must edit the start date for your segment, or create a new segment.

Because Stack filters are used to further refine Buyer Intent data, G2 recommends making your Product Last Identified window longer than your lookback window to maintain a sufficient audience size.

For example, If you chose a lookback window of 90 Days for Buyer Intent data, you should make sure that your Product Last Identified window is set to 6 months or greater.

Using audience segments in LinkedIn campaigns

After building an audience segment in my.G2, you can add them to a campaign directly in LinkedIn Campaign Manager.

If an audience segment is in the process of being built, the segment will be unavailable to use in LinkedIn.

To include an audience segment in a LinkedIn campaign, complete the following steps:

  1. Go to LinkedIn Campaign Manager, then log in to the ad account that you connected to the integration my.G2.
  2. Select or create a campaign group, then select or create a LinkedIn campaign. Confirm your group, then select Next.
  3. Choose an objective. Review LinkedIn’s Select a Marketing Objective for your Ad Campaign documentation for more information on objectives.

LIMatchedAudiences_SelectObjective

  1. In the Where is your target audience? section, choose specific countries or regions to include in your audience.

Selecting countries or regions matching your ICP is a great way to further refine your Buyer Intent signals.

  1. In the Who is your target audience? section, select Narrow.
  2. Select Audiences > Third party > Third Party Company to find the G2-built audience segments that you have created in my.G2.

LIMatchedAudiences_TargetAudience

  1. Choose the audience segments you want to include in the ad campaign.
  2. Once your audience is built, select Save Audience. Enter a name and description for the audience, then select Save.
  3. Finish building your ad campaign, including choosing options for the budget, schedule, ad format, and the specific ad to be used in the campaign.
  4. Review and launch the campaign.

When building future ad campaigns, you can use the Saved Audiences dropdown to to reuse the same audience criteria.