This week, LinkedIn finally released features we’ve all been waiting years for: website retargeting, targeting of your existing database using email addresses, and targeting of key accounts in your customer database. Called matched audiences, these new features could be a gold mine for B2B marketers, especially those pursuing an integrated account-based marketing strategy.

Website Retargeting: Facebook and other digital ad platforms have offered website retargeting for a long, long while, which is why it is so surprising it took LinkedIn this long. LinkedIn’s website traffic audiences tool requires you to paste insight (tracking) code into your website footer. Once the code is in place, you can create retargeting audiences based on visits to a specific page url or a word contained in the url, much like Facebook.

Contact Targeting: To create an audience for contacts, you have two choices. With the first, you upload a spreadsheet of emails for contacts in your database and LinkedIn will match those with users’ emails. Then, you can target those matched users with your ads. Using the second method, you connect your LinkedIn advertising account with your database. LinkedIn currently connects with Marketo, Oracle Eloqua or LiveRamp.

Account Targeting: With account targeting, you can upload a list of accounts within your database using the company name. This is an excellent tactic to include in your account-based marketing strategy to target your key accounts.