Head of Desk
- Wants
- Desk performance, lower cost
- Fears
- Fragmenting the workflow across more screens
inLinkedIn
Step 1
The system is the same. The messaging isn't.
Pick the desk and everything below re-renders. That's the point: one playbook, instantiated per segment, rather than one campaign for 'professional traders'.
Step 2
No names needed.
The brief says enmacc knows the companies and the job titles but not the individual names. That isn't a gap. That's exactly how LinkedIn targeting works.
Audience attributesCampaign Manager
01Company Name attributeAND
StatkraftAxpoDanske CommoditiesMET GroupMercuriaCentrica Energy+ 294 more
02Job functionAND
FinanceBusiness DevelopmentOperations
03SeniorityAND
ManagerDirectorVP
Company Name is a standard audience attribute, typed in directly. Unlike an uploaded company list, it has no 300-row minimum — which is what makes named-account targeting possible.
Step 3
One account. Two people. Two different fears.
One named account
The trader
- Wants
- A better price, less admin
- Fears
- Looking stupid on a venue nobody uses
Same company, same week, two different anxieties. One message reaches neither.
Step 4
Two audiences, two creatives.
enmacc12,048 followersPromoted
Head of Desk
Three of your originators sent the same RFQ by hand last week.
Structured deals are running through forty chat windows. See how much of that week you get back.
enmacc12,048 followersPromoted
Trader
You priced that deal by calling three people and waiting.
Forty counterparties. One request. Same afternoon.
Step 5
A face beats a logo.
Ads run from an individual's profile, not the company page. For an audience that is sharp, sceptical and has already dismissed the brand, the person is the only thing that gets read.
The person, not the page
The same message from a company page gets scrolled past. From someone the market recognises, it gets read. The format is the argument.
And it does two jobs
This one is promoting a webinar. That's the pattern worth repeating: a market session about a problem they actually have, where enmacc is the answer rather than the subject. Registrants become an audience, attendees become a segment, and the recording becomes three months of in-feed content.
Real enmacc post. Promoted from a personal profile rather than the company page.
Step 6
We don't need them on a call to change their mind.
A trader who has never seen the screen can watch it work in fifteen seconds, in feed, at their desk. The demo doesn't have to wait for a meeting.
enmacc12,048 followersPromoted
Forty counterparties. One request. Watch the RFQ move.
One RFQ. Forty counterparties.0:18One RFQ, forty counterpartiesCleared or bilateral, chosen at executionA GoO price where no screen exists
Step 7
The demo page is the last step, not the first.
Sending a cold trader to Book a Demo is how you burn an account you can't replace. In a market of 10,000 there is no second first impression.
- 1See a peer
- 2Watch a demo in feed
- 3Download the market print
- 4Attend a webinarfrom step 5
- 5Then talk
Every step before the last one is free to the trader and costs them nothing to ignore.
Step 8
Where the organic work becomes paid inventory.
Site visitors
Everyone arriving from organic search, Google Ads, and LLM answers. No referrer, no UTM, no form fill. The Insight Tag sees them anyway.
Engagers
Video viewers, document openers, webinar registrants. The best-performing and cheapest audiences on the platform.
Retargeting audienceWarm, known behaviour
Page-level audiences also reveal the desk. Someone who reads the carbon content and someone who reads the PPA content get different follow-ups.
Step 9
Account engagement, not leads.
Company Engagement ReportLast 30 days
CompanyImpressionsClicksEngagement levelTrend
Statkraft18,420164+18%
Axpo14,10897+11%
RWE Supply & Trading11,84081+9%
Centrica Energy9,31064+7%
Vattenfall7,60239+3%
Alpiq5,94421—
Free, and already in Campaign Manager
Company-level engagement for any uploaded list. Almost nobody opens this tab.
Engagement by desk
Which ICP actually responds, measured rather than assumed.
The gap: no Conversions API
The Insight Tag is live and client-side only. With a long cycle and an offline close, LinkedIn is currently optimising on week-one signals.
This feeds the account scoreboard