--- title: "Audience Targeting" url: https://metadata.io/platform/audience-targeting description: "MetaMatch audience targeting software for B2B teams. Build account, CRM, firmographic, technographic, and intent audiences across paid channels." source: metadata.io --- # Build audiences from real business data. MetaMatch is Metadata's B2B audience targeting engine that combines firmographic, technographic, and intent data to build precise B2B audiences across all major ad channels. It matches your ideal customer profile against 800M+ B2B profiles. ## Five layers of targeting data, unified MetaMatch combines five distinct data dimensions into a single audience definition. Each layer narrows your targeting from millions of companies down to the accounts actively in-market for your solution. ### Firmographic Industry, company size, revenue, growth stage, headquarters, employee count. Target companies that match your ICP on fundamentals. ### Technographic Tech stack installs, tool adoption, vendor relationships. Reach companies running complementary or competitive solutions to yours. ### Intent Bombora surge scores (third-party research activity data that shows which accounts are actively researching topics in your product category), G2 buyer intent, category research signals. Prioritize accounts actively researching topics in your space. ### CRM-Based Salesforce and HubSpot syncs. Build audiences from existing pipeline stages, lifecycle segments, or account properties in your CRM. ### Account Lists Upload CSV account lists or connect your ABM platform. Target named accounts from your sales team's wishlist directly. ## All five data layers feed one audience builder Instead of managing separate lists across platforms, MetaMatch unifies every data source into a single builder. Define your criteria once, and the platform resolves matched accounts to real individuals across every connected ad channel. ### Audience size estimation Before you launch, MetaMatch shows estimated audience reach per channel, so you know whether your criteria are too broad or too narrow. Adjust filters in real time and see matched account and contact counts update instantly. ### Auto-refresh cadence Audiences auto-refresh as new data flows in from intent providers, CRM syncs, and firmographic databases. No manual list uploads, no stale targeting. When an account starts surging on a Bombora topic or a new company appears in your CRM segment, they enter the audience automatically. ## Nine dimensions of targeting criteria Combine any of these criteria in a single audience definition. Stack them to narrow your ICP, or use fewer for broader reach. The builder shows estimated audience size in real time as you add or remove filters. ### Industry SaaS, FinTech, Healthcare IT, etc. ### Company Size Employee count ranges ### Revenue Annual revenue bands ### Tech Stack Salesforce, HubSpot, Marketo, etc. ### Job Title VP Marketing, CMO, Director, etc. ### Seniority C-level, VP, Director, Manager ### Department Marketing, Sales, IT, Finance ### Geography Country, state, metro area ### Example audience combinations ### Mid-Market SaaS using Salesforce Industry: SaaS · Employees: 200-2,000 · Tech: Salesforce · Title: VP Marketing, Dir Demand Gen · Geo: United States Estimated reach: **~24,000 contacts** across **~3,200 accounts** ### Enterprise FinTech with intent signals Industry: FinTech · Revenue: $50M+ · Intent: ABM Software (Bombora 80+) · Seniority: VP+ Estimated reach: **~8,500 contacts** across **~900 accounts**, narrowed by active buying intent ### Named account list with tech overlay Source: CSV Account List (500 accounts) · Tech: HubSpot OR Marketo · Dept: Marketing Estimated reach: **~6,200 contacts** from your sales team's target list, filtered to marketing decision-makers using your tech ecosystem ## Build audiences from real business data Define your ICP using company size, industry, revenue, tech stack, and hundreds of other attributes. MetaMatch resolves these criteria to real individuals across LinkedIn, Facebook, Google, and Instagram. Unlike native channel targeting that relies on self-reported data, MetaMatch uses verified firmographic databases and technographic install data to match your criteria against 800M+ B2B profiles. The result: audiences built from what companies actually look like, not what individuals claim in their profiles. ## Layer in intent signals to reach in-market accounts Combine Bombora, G2, and other intent data providers with your firmographic criteria. Target accounts that are actively researching your category, not just those that match your ICP on paper. Intent signals refresh weekly from Bombora and continuously from G2. When an account surges on a topic relevant to your solution, they automatically enter your audience and start seeing your ads, no manual intervention required. ## Industry-leading match rates across channels MetaMatch resolves your account-level criteria to real individuals on each ad platform. Match rates measure what percentage of your target accounts are actually reachable on a given channel. ### LinkedIn Match rate ### Facebook Match rate ### Instagram Match rate ### Google Display Match rate Match rates calculated as the percentage of target accounts successfully resolved to individual ad platform identities. Rates vary by channel: ~85% LinkedIn, ~70% Meta, ~65% Google Display. Rates also vary by audience criteria specificity, geography, and data freshness. The platform displays per-channel estimated reach before launch so you can optimize criteria for maximum coverage. ## One audience definition. Every channel simultaneously. Define your audience once in MetaMatch. The platform resolves it to platform-specific identities and pushes matched contacts to LinkedIn, Facebook, Google Display, Instagram, and more, all at the same time. No re-uploading CSVs. No managing separate lists per channel. When a new contact matches your criteria or an existing contact falls out, the change propagates to every connected channel automatically. Your targeting stays synchronized across your entire paid program. ### How cross-channel sync works MetaMatch maintains a master audience graph. Each connected ad channel receives a channel-specific projection of that graph. LinkedIn gets matched member IDs, Facebook gets hashed email custom audiences, Google gets customer match lists. Updates flow continuously, not in batches. ## Enrich every lead with verified data When leads come in, Metadata enriches them with firmographic and contact data automatically. Your sales team gets full context on every prospect before the first outreach. ## Built for enterprise targeting programs Enterprise customers use Metadata to run thousands of targeted campaigns across multiple channels, geographies, and buyer segments simultaneously. The platform handles audience complexity at scale so your team does not have to. B2B profiles in the MetaMatch graph Average LinkedIn match rate Channels activated simultaneously Experiments run on the platform ## Enterprise-Grade Data Handling All audience data is processed in SOC 2 Type II certified infrastructure. GDPR and CCPA compliant with configurable data retention and DPA agreements for enterprise customers. LinkedIn Match Rate ### LogicMonitor: 85% match rate driving 155% more pipeline LogicMonitor uses MetaMatch audience targeting to build intent-driven audiences across LinkedIn and Google. The 85% match rate means their ads reach 5x more target accounts than native platform targeting alone. **Pricing scoped per team** · Audience targeting included in all plans. [See pricing →](https://metadata.io/demo) LinkedIn match rate more pipeline sourced lower CPC vs native faster campaign setup ## How often your audience data refreshes Stale data means wasted spend. Metadata refreshes each data layer on a cadence matched to how quickly the underlying signal changes, so your audiences always reflect current market conditions. ### Weekly Company size, revenue, industry, and headquarters refreshed weekly from provider feeds. Changes like acquisitions, layoffs, and re-orgs appear within 7 days. Source: Firmographic data providers ### Bi-Weekly Technology install and usage signals refreshed every two weeks. Detects stack changes like new CRM adoptions or marketing automation switches. Source: Technographic install scanning ### Daily Bombora topic scores and G2 buyer intent signals refreshed every 24 hours. Catch accounts entering a buying cycle the same day they start researching. Source: Bombora + G2 integration ### Real-Time Website visitors and ad engagers sync to ad platform audiences in real-time via pixel and API integrations. No batch delays. Source: Platform pixel + API sync ### Every 6 Hours Salesforce and HubSpot audiences, suppression lists, and account-based segments sync every 6 hours. Closed-won suppression updates propagate across all channels within the same cycle. Source: CRM bi-directional sync ## Metadata vs. native platform targeting Every ad platform has built-in targeting. Some of it is excellent. LinkedIn's first-party member data, for example, is unmatched for reaching professionals on LinkedIn specifically. But native tools have real limits when you need to orchestrate B2B audiences across channels. Here is where they differ. | Capability | LinkedIn Native | Google Native | Meta Native | Metadata | |---|---|---|---|---| | Firmographic targeting | Strong, uses LinkedIn's own member-reported company, title, and industry data. Most complete for LinkedIn specifically. | Limited. In-market and affinity audiences only. No company size, revenue, or industry filters for Search or Display. | Minimal. Interest-based and lookalike audiences. No native firmographic filters for B2B use cases. | Full firmographic stack, industry, revenue, employee count, HQ location, applied uniformly across all channels via MetaMatch. | | Technographic targeting | Not available natively. Requires manual list uploads. | Not available. No way to target by technology stack. | Not available. No way to target by technology stack. | Target accounts using specific tools (Salesforce, HubSpot, Marketo, etc.). Layer with firmographic criteria for precision. | | Intent data | Not available natively. Some partners offer intent overlays, but they require separate contracts. | In-market audiences based on Google's own search/browse signals. Useful for consumer intent; limited B2B topic granularity. | Not available for B2B intent. No topic-level buying signal data. | Bombora topic scores + G2 buyer intent, refreshed daily. Filter by surge threshold and combine with firmographic criteria. | | Cross-channel sync | LinkedIn only. Audiences built here do not carry to Google or Meta. Separate builds required. | Google ecosystem only. Separate audience per campaign type (Search, Display, YouTube). | Meta ecosystem only (Facebook + Instagram). No export to other channels. | One audience definition activates across LinkedIn, Meta, Google, and Display simultaneously. MetaMatch resolves contacts per channel automatically. | | Account-level matching | Company name matching via Matched Audiences. Reasonable but limited to LinkedIn's company page graph. | Customer Match (email lists). No account-to-person resolution for B2B. | Custom Audiences via email/phone. No account-level targeting, person-level only. | MetaMatch resolves company-level criteria to individual contacts across 800M+ B2B profiles, then activates per-channel. | | Audience creation | Manual. Build each audience in Campaign Manager. Useful templates but no cross-channel reuse. | Manual per campaign. Audience segments defined within Google Ads interface. No import from other channels. | Manual in Ads Manager. Lookalikes auto-generated from seed audiences. No firmographic layering. | Define once with layered criteria (firmographic + technographic + intent). Auto-synced to all channels. Refreshed on cadence. | **A note on native platform strengths:** LinkedIn's first-party member data is the most accurate source for job title, company, and seniority targeting on LinkedIn specifically. Google's in-market audiences capture real search intent signals that no third-party can replicate. Meta's lookalike engine is highly effective for scale when you have strong seed audiences. Metadata does not replace these strengths, it layers additional data sources on top and unifies audience management across all three platforms so you build once and target everywhere. ## Frequently Asked Questions ### What match rates can I expect? Match rates vary by channel: 85% on LinkedIn (account-to-person via company domain + title), 70% on Meta (email-based matching), and 65% on Google Display (cookie and device-based). LogicMonitor achieved 85% match rates on LinkedIn using MetaMatch, which translated to 155% more pipeline. ### How does MetaMatch differ from native platform targeting? Native platform targeting (e.g., LinkedIn job title + industry) only uses the data each platform has. MetaMatch layers firmographic, technographic, and intent data from external sources (Bombora, G2) and resolves them to individual contacts across all channels simultaneously. One audience definition targets LinkedIn, Meta, and Google at once. ### Can I suppress existing customers from campaigns? Yes. Connect your CRM (Salesforce or HubSpot) and MetaMatch automatically suppresses closed-won accounts and existing customers across all channels. Suppression lists sync dynamically so you never waste budget advertising to accounts you already own. ### What audience size is recommended? For most B2B campaigns, audiences of 10,000-50,000 matched contacts perform best. Smaller audiences can work for high-value ABM programs. MetaMatch shows real-time match counts before you launch so you can adjust criteria to hit your target size. ## For teams evaluating Target accounts, not just titles This page connects the category language buyers search for with the product workflow: audience data, integrations, review controls, and campaign activation. Editorial intent covered: metamatch, audience targeting software, audience os, marketing os, metadata. ## Stop wasting budget on the wrong accounts See how MetaMatch audience targeting puts your ads in front of accounts that actually convert to pipeline. Build your first audience in minutes.