[For in-house B2B marketers]
Target the audience that actually buys.
See how your planned audience differs from the one that converts, right-size every campaign, and keep an ICP definition the whole team can actually point to.
[The budget leak]
You can't optimise toward an audience you can't see.
When the planned and converting audiences drift apart, every campaign pulls a little in the wrong direction, and the spend report never tells you why.
“We're optimising toward the wrong audience.”
The people we planned for and the people who actually convert have drifted apart, and we can't see by how much.
“Budget gets diluted on audiences that are too broad.”
Reach looks great in the plan, but the spend spreads thin across people who were never going to buy.
“Every quarter we re-derive the same ICP.”
The audience picture lives in three tools and one analyst's head, and it's never quite the same twice.
Planned vs. actual
Prove where your assumptions slipped.
Overlay the audience you targeted with the one that converted, or, with matched-audience analysis, with the people who actually engaged with your campaigns. The gaps, whether more senior, more enterprise or a different industry, are right there to act on.
Right-size it
Stop launching audiences that are the wrong size.
A live member count on a marked sweet-spot track tells you before you spend whether to broaden, narrow, or ship. No trial-and-error campaigns required.
[What you get]
A clear view of who you're really selling to.
Planned vs. actual
Compare the audience you target with the one that converts, and read every gap before you renew the media plan.
Right-size every campaign
A live count with sweet-spot guidance stops you launching audiences that are too broad to convert or too narrow to optimise.
Sharpen your ICP
Affinity surfaces the traits that actually distinguish your buyers, giving you the evidence to tighten targeting and messaging.
Defend the budget
Dated, sourced sizing and rationale, exportable as a slide deck or Excel, that stands up in a planning review. No more 'trust me' numbers.
One source of truth
Save your ICP and segments once, so the whole team works from the same definitions instead of re-deriving them each quarter.
Price every segment properly
Live LinkedIn bids per audience mean you stop pricing a niche executive segment like a broad practitioner one.
Settle the argument
Replace the loudest-voice-in-the-room debate with actual data on who you're really selling to.
[See it on a real audience]
What an ICP looks like once it's actually measured.
Five audiences we built and published in full, including the mid-market B2B buyer most vendors are chasing. Read one end to end before you point your own segments at it.
Startup Founders — UK & Ireland
A small, sharp audience where the founder is the buyer.
Founders and co-founders of 11–200 person companies across the UK and Ireland. Two job titles and a size band is the entire definition — and it produces one of the most reachable senior audiences on LinkedIn.
Audience size
140,000
Benchmark CPM
€68.30
CFOs & Finance Leaders — UK
Classic committee targeting, fully profiled and priced.
Finance functions at Director level and above, across UK companies from 51 to 10,000 people. The definition most B2B campaigns start from — shown here with its real composition, its real interests and its real cost to reach.
Audience size
290,000
Benchmark CPM
€80.14
Cybersecurity Leaders — United States
A skills-led definition, not a job-title guess.
US security leadership found through eighteen security skills as well as function and seniority — which is how you reach the people actually doing the work, under titles you would never think to type.
Audience size
280,000
Benchmark CPM
€247.50
For ABM
See the buying committee, not just the account name.
Your target-account list says which companies to win. Company Analyser shows who's inside them: the functions, seniority mix and locations of the team you'll actually be selling to, before you commit the campaign budget.
Northwind Software
[EMEA] · ~4,200 on LinkedIn
Top alumni destinations: Fabrikam · Contoso · Globex
Media planning
Ask for the budget you can prove you need.
ROI analysis shows where each objective's returns start to flatten for your audience, so a budget request comes with evidence instead of a round number. It works both ways: when the budget is bigger than the audience can absorb efficiently, the same curve is your case for broadening rather than spending harder.
Efficient budget: €200/day. Beyond it, each extra €100 buys less than half as much.
Spend against the audience that converts.
Find the gap between planned and actual, and close it this quarter.
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