LinkedIn Audience Insights

What is it?

HubSpot users now have access to LinkedIn Audience Insights, a new feature that uses the LinkedIn Audience Insights API to show characteristics about your LinkedIn audiences—including job functions, industries, company sizes, and more. This gives you a much clearer picture of who you're marketing to, helping you craft more personalized and effective campaigns.

You'll be able to access these insights in both the Ads tool and in the new Segments tool.

Why does it matter?

Personalizing content is vital to maximize the effectiveness of your marketing campaigns. However, personalization becomes near impossible without reliable, aggregated data on your audience. With LinkedIn Audience Insights, that changes.

Now you can understand your audience's traits such as seniority, job function, company size, interests, skills, etc. Eliminate the guesswork and stop relying on assumptions in your personalization.

How does it work?

Navigate to Marketing > Ads, then click on the Audiences tab.

If you haven't already create a LinkedIn audience by navigating to Create > Audience and creating either a contact or company list audience. Once the audience is synced to LinkedIn, you may have to wait up to 72 hours for insights to become available from LinkedIn.

Alternatively you can create an audience in Segments Home by navigating to one of your segments and clicking "Activate on LinkedIn". Again, wait 72 hours for insights to become available.

Hover over the relevant audience and click the "View Insights" button.

You'll be able to view a table with all the available insights from LinkedIn for that audience which includes: Job Functions, Job Seniorities, Years of Experience, Member Interests, Member Product Interests, Member Skills, Company Industries, Company Size, Company Names, and Member City.