How to Use LinkedIn's Insight Tag for B2B Marketing

Any B2B business knows how powerful LinkedIn can be to connect with new brands. But did you know can take a sneak peek at which companies have already expressed interest? It’s one of LinkedIn’s marketing tools that I use to help target my advertising.

The process can be a little challenging if you’re not familiar with installing scripts onto your website, but don’t worry, I’ve broken it down step by step for you! And believe me, it’s worth it. Once you have the tag installed, you’ll have access to these great insights:

  • Which companies have visited your site
  • The job titles of those people
  • Company size
  • Industry
  • Job seniority
  • Location


Are you ready to see who’s admiring you from a distance?

Let’s do it!

Log in to your LinkedIn account and click on the Work menu.

LinkedIn_Insight_Tag_Setup_1

Next, click on Advertise from the new menu that opens on the right.

LinkedIn_Insight_Tag_Setup_2

Once the new page loads, click on Advertise then click Sign In to Campaign Manager.

LinkedIn_Insight_Tag_Setup_3

The next window will open all the accounts that you manage. Click on your account or create a new one.

Once you’re into your account, click on Account Assets, then on Insight Tag.

LinkedIn_Insight_Tag_Setup_5

Next, you’ll see some options for installing your Insight tag. I’m going to show you how to install manually, however, if you have a web guy or gal, choose the second option. And if you have Google Tag Manager (which I highly recommend) then option 3 is for you.


To install manually, click on the I Will Install the Tag Myself option. LinkedIn will give you a script that is customized to your account. Click to copy it.


LinkedIn_Insight_Tag_Setup_7

Next, you need to add that to the <head> tag on your website. Since each site is different, here are links to how to do it on the most popular website builders:

After you have pasted your code into the <head> tag, save it and come back to LinkedIn and click done.

Now let's add your domain.

LinkedIn_Insight_Tag_Setup_9
LinkedIn_Insight_Tag_Setup_10

And that’s it. Now for the hard part...waiting for data come in!

How to Use Your New LinkedIn Insight Website Demographics

Knowing who has already come to your site can be very powerful in sales. It’s no longer a cold call for reps as the company is already familiar with you.

The report shows the industries that are interested in your brand so you can discover new uses for your product or service. Plus, this can help when planning your advertising. Let’s face it, LinkedIn ads can be costly, so why not use all the data you can to reach the right people. Smarter target audiences produce results!

LinkedIn is growing rapidly, so I hope you take advantage of the B2B options they continue to offer.


Until next time!

Rebecca Bertoldi