CHALLENGES In marketing its OpenTok live video platform, TokBox targets a very specific set of personas, ranging from developers to business decision makers. With a strong focus on lead generation, the company needed a way to refine its campaign scope and reach the right professionals with precision. NEW APPROACH In the past, TokBox had used Sponsored Content to promote whitepapers and had seen good results. But with a more advanced targeting approach and the integration of Lead Gen Forms, they’ve taken their campaigns to a new level. To precisely target their audience, Direct of Marketing Lauren Slattery shares that it’s equally important to include the right job titles and functions as it is to exclude the wrong ones. “We serve a lot of different audiences. LinkedIn is the only

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