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I'm not aware of any such personalisation especially even within banners. It would be news to me. My guess is either they have created individual campaigns for different companies (tedious but possible) or they're using a programmatic ABM tool. In either of those cases one would need to create a separate banner and messaging for each company as the banners themselves are not a programmable format.

Right, but if they created separate banners and messaging for each company, targeting individual users on LinkedIn would not be possible, right? I mean, they can probably target all employees of our company, but that would be very broad and meaningless, because the ad makes sense only to someone in Marketing.

@Jyotika Khatri you're needed here.

@Vishal Pandurangan is the brains behind this :) I'll let him answer

My hunch is they have done targeting by uploading list of email ids/contact details of people who are related to marketing at Subex. But again that require sizeable audience (>150-200) to run efficiently.

job well done! @Vishal Pandurangan, looking forward to learn from you 🙂 I have seen tools like BannerBear that programmatically create banners at scale with company names etc, but maybe there are easier/better tools for this automation. looking forward to see how linkedin was setup to target with the list of companies/contacts.

@Rakshith Raviprakash Thank you for bringing this up. Every campaign is targeted for a specific company, like Subex We built a standard image asset, ad copy and repurposed it for every other company we wanted to target. LinkedIn doesn't accept audience size less than 300, so we try to include senior level Marketing -> Media Comms -> Sales and other functions till we reach the 300 ad audience mark.

@Vishal Pandurangan your approach reminded me of this article http://paulgraham.com/ds.html so easily forgotten when testing new experiments

Thanks, Vishal for answering. Congratulations on executing it so well that people are talking about it here!

@chintan bavishi I feel that's the hardest way. LinkedIn Ads has the best targeting options, IMO. From targeting based on company name to skills of a person you have much flexibility.

Got it @Vishal Pandurangan As Tej mentioned, Job well done 🙌

@Vishal Pandurangan - very well executed. An example of how to be resourceful and do more with less. Kudos! 👏

Thank you so much guys

This is the kinda a thread I won't mind paying $10 a month for.

Nicely done 🙌

This is amazing @Vishal Pandurangan, thanks for sharing. For folks looking to generate custom images in bulk, my friend Amardeep have a tool - https://www.vizardapps.com/

@Vishal Pandurangan, the custom audience is enriched data right ? which provider ?

@Srikrishna Factors.ai We' haven't used any tool for that 🙂

Okay, so choose 300+ members per company, and show them the customized Ads ?

Yes, best to start off with the highly relevant functions and move to other adjacent functions.

what is the cost per company ?

Hi folks, sorry to join the discussion late. This is more of 1-1 abm strategy and well executed @Vishal Pandurangan 👏🏻 We have tested this before for few companies and the engagement was quite good. I have personally used these strategy on 2 stages. 1. Pipeline marketing Mql stage where we know the prospect is talking to one of our competitors. And the deal value is over $200k 2. Top 5 strategic account for the quarter. Not just digital we have also tried mixing it with personalised outbound emails, LinkedIn outreaches, personalised swags, even billboard in front of their Hq etc. 3 months back we have executed this strategy for Remote. We know a prospecting company synlab wanted to hire 100 remote workers and they wanted to migrate from the legacy payroll provider. We have created an hyper targeted campaign targeting 3 employee ranges. 1. Influencer ( any one part of that company) 2. Decision makers 3. key Stake holders The idea is exactly they want to talk about remote on their slack group. It was executed for 3 months we got that prospect back! We had 5x angles the attached one is more generic. But we also had personalised static images.

Yes, this works for large company with 300+ employees. What is the average cost of the ad campaign on linkedin for one large company like say Infosys. Plus the ACV should be on the higher side to make sense right ?

@Shiyam how did you get the data regarding the company wanting to hire 200+ remote workforce?