Sudeep Eldo Cherian
Director, Head of Global Product Marketing at LinkedIn

The world’s most widely used B2B networking site, LinkedIn announced new audience matching solutions to enable marketers to drive more focused and hyper-targeted campaigns. With interactive marketing in a state of perpetual flux, it’s important for marketers to rely on performance metrics such as clicks and impressions to understand how the target audience behave on your website. LinkedIn’s Website Demographics helps marketers discover the professional traits of website visitors.

We spoke to Sudeep Eldo Cherian, Director Monetization, LinkedIn, to understand how marketers can leverage the B2B networking website to refine their ABM campaigns using the right content for the right audience at the right time.

MTS: How would you distinguish between Audience data, Customer data, Identity Data and Device Data?
Sudeep Eldo Cherian: Website Demographics leverages LinkedIn audience data to allow marketers to understand the professional traits of their website visitors. They can do this by filtering by 8 individual professional dimensions, including: Job title, Industry, Job seniority, Job function, Company, Company size, Location and Country. This does not include customer, identity, or device data.

MTS: How does Website Demographics measure the performance of marketing campaigns from the desired audience segments? Would you provide us a sneak preview into the analytics and reporting dashboard?
Sudeep: Website Demographics helps marketers see the professional demographic data of their website visitors so they can improve their marketing strategy. While you won’t see specific performance of your marketing campaigns here, you can see how your marketing activities are influencing the types of people visiting your site

MTS: How do you see Website Demographics improving people-based B2B targeting campaigns, especially for ABM and social selling?
Sudeep: People-based and account-based B2B marketing is all about matching the right content with the right audience at the right time. With Website Demographics, marketers can better understand their audience and create more tailored content to better engage them and improve their overall marketing strategy. For example, if your ABM strategy is focused on engaging a certain industry, you can validate if you’re attracting that audience to your website and potentially discover new audiences.

MTS: Does Website Demographics sync with LinkedIn’s Sales Navigator and Matched Audiences?
Sudeep: Website Demographics is another way for marketers to leverage the LinkedIn Insight Tag. The LinkedIn Insight Tag offers marketers the ability to use conversion tracking, Matched Audiences, and Website Demographics from LinkedIn. With Matched Audiences, a marketer can retarget traffic from parts of their website. However, with Website Demographics, they can understand the professional traits of their website traffic and improve their marketing strategy. This does not directly sync with LinkedIn Sales Navigator.

MTS: How is Website Demographics different from other marketing analytics tools? Is LinkedIn leveraging AI/ML technologies to make datasets more accurate for marketing campaigns?
Sudeep: Website Demographics differs from other analytics platforms on the market because it leverages high quality LinkedIn audience data to provide marketers with unparalleled insights on the professional attributes of their website visitors. Based on these insights, marketers can go directly into LinkedIn Campaign Manager and use the same professional traits to target the audiences that matter to their business.

MTS: Thanks for chatting with us, Sudeep.
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