How Indian startups can converge marketing and sales department through targeted social media tools

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Social media platforms have always been a good marketing tool for emerging businesses due to the fact that most of their target audience is online.

While Facebook and now, Instagram remain marketers' favorite, LinkedIn in India is working towards easing online marketing and sales for enterprises who want to target specific businesspersons and companies.

Penry Price, Vice President, Marketing Solutions, LinkedIn told Business Insider that these two departments can work harmoniously on the platform," For today's marketer, ROI means everything. They are constantly on the hook to drive business results by engaging the right audiences at the right stage throughout the entire customer lifecycle. Through specialized tools like Matched Audiences that reduces the gap between potential leads and partners, LinkedIn is ensuring that start-ups find the right fit in the most optimal way."

Matched Audiences helps marketers engage key accounts, prospects, and audiences that matter most to their business with three new capabilities: Website Retargeting, Account Targeting, and Contact Targeting.

'Matched Audiences' is a set of targeting capabilities that gives the unique ability to combine LinkedIn's powerful professional data with owned first-party data.

Website Retargeting: Re-engage your website visitors

Website Retargeting lets marketers create target audiences from their website, by nurturing visitors with always-on campaigns.

Account Targeting: Market to influencers and decision makers at target accounts

With Account Targeting, one can securely upload a CSV list of company names and match that against the nearly 12 million company pages on LinkedIn. This supports account-based marketing programs by reaching decision makers at the target companies.

Contact Targeting: Engage prospects and contacts on LinkedIn

Through Contact Targeting, one can securely upload a CSV list of email addresses or connect directly to Marketo, Oracle Eloqua or LiveRamp platforms, to import lists of contacts. These platforms create even more flexibility for their clients.
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