Segment users who click links in your emails into a distinct audience. Use this highly engaged group for dedicated, low-cost retargeting campaigns on social media and display networks, which is more effective than remarketing to your entire, less-engaged database.

The key to a true 360-degree customer view is linking a person’s professional and personal data profiles. This allows B2B marketers to overcome low match rates on consumer platforms like Instagram or CTV by targeting prospects' personal accounts, reaching them where they actually spend their time.

Contrary to its reputation as a consumer platform, Facebook consistently outperforms channels like LinkedIn for B2B event marketing. It yields the lowest cost per registration and the highest attendee show-up rates, even for highly niche business-to-business categories.

LinkedIn's new ad units can dynamically insert a user's name, industry, and job title directly into the ad copy. While this tactic is effective in email, its success on a social feed is questionable, as it may cross a line from being relevant to feeling invasive or 'creepy' to the user.

Data providers like Apollo often allow free, unlimited exports of company lists, while charging for contact-level data. Build your target account list there, export it for free, and upload it to LinkedIn. Then, use LinkedIn's job title filters to reach your desired personas without paying per contact.

Extend your automation beyond the inbox. When a user joins your email list, automatically add them to a custom ad audience for educational or retargeting campaigns to stay top-of-mind. Simultaneously, add them to an exclusion list for top-of-funnel acquisition campaigns to avoid wasting ad spend on existing contacts.

To circumvent Facebook's unreliable job title data, B2B marketers can upload their existing email database as a custom audience. This allows for precise ad targeting of specific professionals and accounts, creating a workaround to reach niche B2B audiences on a traditionally B2C-focused platform.

Instead of just scoring email clicks, segment users who click into a distinct database. Use this highly engaged audience for cost-effective retargeting and remarketing campaigns across social media and display networks, as they are far more likely to convert than your full database.

Extend your automation strategy beyond the inbox by funneling your email lists into advertising platforms. Use these lists to create custom audiences for educational "air cover" ads to stay top-of-mind, and simultaneously as exclusion lists for other campaigns to improve ad spend efficiency.