DocumentationJourney Optimizer B2BJourney Optimizer B2B Edition Documentation

LinkedIn Account Matched Audiences

Last update: Mon Nov 03 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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Journey Optimizer B2B Edition offers the ability to generate LinkedIn Ad audiences through Account Matched Audiences, and is designed to help you fill empty roles in your buying groups. By defining a set of buying group filters, you can maintain a LinkedIn Matched Audience to target prospects who match your buying group parameters. You can also activate an audience from an account journey from a Take an action node.

This feature leverages Experience Platform Destinations to manage some aspects of the integration. There is a limit of ten dataflows.

Before you initiate a dataflow from Journey Optimizer B2B Edition, you must have at least one instance of the (Companies) LinkedIn Matched Audience destination connector with a LinkedIn Campaign Manager account configured in your Experience Platform application.

Configure a new LinkedIn account connection linkedin-destination-setup

  1. In Experience Platform, go to Connections > Destinations in the left navigation and select the Catalog tab.

  2. In the catalog, locate the (Companies) LinkedIn Matched Audience connector.

    note tip
    TIP
    You can quickly find the connector by entering LinkedIn in the search box.

  3. In the connector card, click the More (…) icon and choose Configure new destination.

    Access the (Companies) LinkedIn Matched Audience connector {width="800" modal="regular"}

  4. Select New Account and click Connect to destination.

    Connect a new LinkedIn account {width="500"}

  5. Provide your LinkedIn credentials and sign in.

    After authentication, the LinkedIn account is connected as a destination in Experience Platform.

    Account connection confirmation is displayed {width="400"}

    note important
    IMPORTANT
    At this point, do not enter the Destination details. Only the connection is needed.

Update the account details

The name and description for the LinkedIn account are visible for buying groups in Journey Optimizer B2B Edition. It is a best practice to update this information so that it is easily identifiable for your Marketers working with buying groups. You can change the account details in the Experience Platform or Journey Optimizer B2B Edition UI.

  1. Go to Connections > Destinations in the left navigation and select the Accounts tab.

  2. For the new account that you created, click the More (…) menu and choose Edit details.

    Edit account details {width="800" modal="regular"}

  3. In the dialog, update the name and description.

    Edit the name and description {width="500"}

  4. Click Save.

Activate the account for buying groups

NOTE
If you already have ten dataflows, you cannot create another. If you are at the maximum, delete one in Experience Platform before you create a new one in Journey Optimizer B2B Edition.

  1. In Journey Optimizer B2B Edition, go to Accounts > Buying groups in the left navigation.

  2. Select the Browse tab.

  3. Click Activate to LinkedIn Destination at the top right.

    Edit account details {width="800" modal="regular"}

  4. Give the dataflow a descriptive name and description (optional).

    After you save it, the name that you specify for the dataflow is prepended with AJOB2B to aid in identifying the dataflow in Experience Platform.

  5. Enter the Account ID of your LinkedIn Campaign Manager Account.

    You can find your Account ID by your Account Name in the Campaign Manager UI.

    Add the dataflow details {width="700" modal="regular"}

  6. Click Select buying group filters and define the parameters of your account audience.

    note important
    IMPORTANT
    At this time, filters cannot be edited after the dataflow is activated. Double-check your work before you activate the dataflow.

    Specify the account audience filtering according to buying groups {width="400"}

    For the Engagement score, the operator Between is inclusive, as are percentage ranges. For example, 5.1 and 5 are both between 5 and 6.

    Empty conditions are treated like Is Any.

    Click Save to add the specified filters.

  7. Click Select LinkedIn destination and choose the configured LinkedIn destination that you want to use.

    Upon activation, this setting creates the dataflow using the destination configuration and a corresponding virtual segment.

  8. Double-check your settings and click Activate at the top right.

    Click Activate again in the confirmation dialog.

    A banner is displayed with a link to your dataflows menu in Experience Platform so that you can check the dataflow record.

Activate an audience from an account journey

Starting with the 2025.10 release, use the Activate to Destination action for accounts to activate accounts to a LinkedIn destination directly from your journey. Use the action for a LinkedIn destination to streamline campaign execution by eliminating multi-system handoffs and reducing latency. For example, as a marketer, you can automatically activate high-intent accounts to LinkedIn for retargeting when key buying roles are missing, or re-engage dormant accounts based on inactivity filters.

  1. With the Take an action node selected in the journey canvas, set the Action on accounts to Activate to destination.

  2. Click Select destination.

    Journey node - take an action on accounts - activate to destination {width="600" modal="regular"}

  3. In the dialog, select the configured LinkedIn destination and click Save.

    Journey node - take an action on accounts - activate to destination - select destination dialog {width="700" modal="regular"}

  4. Enter the Audience name that is used to identify the activated audience in the destination.

    Journey node - take an action on accounts - activate to destination - completed settings {width="550" modal="regular"}

Orchestrate paid media engagement

You can engage with account members through a paid media channel, such as LinkedIn Ad audiences, to acquire, nurture, and qualify them for Sales. Use a Take an action node in an account journey to automate engagement with key members of an account through an external channel that is a best fit for different account members.

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