New to targeting? Know the difference between WHO and WHAT-they-like.
LinkedIn offers two flavors of targeting. Attribute targeting is WHO someone is — job title, company, seniority. Interest targeting is WHAT they engage with — topics and groups they follow.
Think of it like a party: attributes are the guest's job, interests are what they chat about.
For most B2B (business-to-business) offers, start with WHO. A "VP of Finance" is a reliable signal. "Interested in finance" includes students, fans, and job-seekers too.
Use interests as a narrowing layer on top of attributes — never as the only filter when you're learning.
Why it matters: Interest-only targeting feels broad and cheap, but it's full of people who'll never buy. Identity is a stronger signal than curiosity.
Next step: Build your audience from job function and seniority first, then add an interest only if your audience is still too large.
B2B Lever
@B2BLever