ProFood World - Account-Based Buyer Intent - LinkedIn - Sponsored Post

Q: How do we know who is searching PMMI ProSource?

• We use website visitor identification software to identify companies.
• Then, we target key decision-maker titles from these companies via LinkedIn.

Q: Can we target Buyer Intent Campaigns by other channels such as Facebook or third-party banner ads?

• Currently, we are only using LinkedIn because of its company targeting capabilities.

Q: How long do records stay in the target audience?

• Contacts remain in the targeted audience for 1 year.
• Updates are made monthly.

Q: Will more categories be added?

• Categories and subcategories can grow in the future as audience size allows.
• Minimum threshold: 20,000 contacts per category.

Q: How long does each campaign run?

• Each campaign runs for two weeks, similar to the existing LinkedIn offering.

Q: How much traffic does the PMMI ProSource website receive?

• The quarterly average (July, August, September 2025) is 42k users.
• Next traffic update coming January 2026.

Q: Why are sub-categories inventoried together?

• Example: Anyone visiting Form/Fill/Seal is automatically added to the Bagging, Pouching, and Wrapping audience.
• This means an ABBIC campaign targeting Form/Fill/Seal will have identical names to one targeting Bagging, Pouching, and Wrapping.
• Some overlap is fine, but too much overlap drives up prices and lowers performance.
• Inventory constraints are in place to maintain performance for advertisers’ ABBIC campaigns.

Q: Why are all ABBIC campaigns posted under PW’s LinkedIn account?

• The PFW template for ABBIC campaigns is available by request.
• We have strict and complex inventory constraints in Naviga that prevent separating the brands.
• If an advertiser wants to run an ABBIC campaign under PFW’s LinkedIn account, they can — just contact your CSM for the change.

Q: Why are we charging a premium if this product doesn’t focus on PACK EXPO attendees?

• During PACK EXPO season, more PAN campaigns run than usual.
• To maintain campaign performance, hard costs increase during this time.
• This also raises the price of ABBIC LinkedIn and Facebook campaigns for advertisers.

Q: Why do we have to increase hard costs during PACK EXPO?

Here is a great presentation on Joan regarding this topic. In summary, inventory for LinkedIn and Facebook is limited because they serve ads through a per-impression auction where ads targeting the same audience and format compete based on bid and relevance. Competition increases with the more ads targeting the same audience. When competition increases—especially if we run multiple PMG campaigns to the same individuals—CPMs rise, and with fixed budgets that means fewer impressions and weaker performance across campaigns. To prevent self-competition and protect delivery, we cap inventory based on testing that balances maximum available reach with stable campaign results.

We capture visitors to ProSource.org and track where they look on the website.

• Using visitor identification software, we filter out non-CPGs—compiling a list of companies and dividing them based on what they investigated on ProSource. Due to the long buying cycles of capital machinery, we keep these contacts in the audience for one year, with monthly updates made to the audience.
• The advertiser purchases a category and emails materials to their CSM.
• Based on the category purchased, CSMs feed the list of companies (that viewed that category on ProSource) and advertiser materials to LinkedIn, instructing the platform to target specific decision-making job titles at these companies.
• LinkedIn serves the advertiser's ad to those individuals for two weeks.
  • The ad appears as a “post” from the brand’s account, but all content is provided by the advertiser. The ad is served with “Sponsored Content” displayed above or on the ad.
• CSMs collect reporting from LinkedIn and upload the data into LeadWorks.

Example:

1. An advertiser purchases a Filling, Capping, and Closing ABBIC campaign and submits their materials.
2. We prepare the audience by compiling a list of companies whose employees visited Filling, Capping & Closing on ProSource.org.
3. We upload this list of companies to LinkedIn, instructing the platform to target specific decision-making job titles at those companies.
4. The advertiser’s ad then appears in those individuals’ LinkedIn feeds.

ABBIC Fulfillment Process