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Playbook Summary

How to Reach ABM Buying Groups on Taboola | ContactLevel - Show native ads to every stakeholder at your target accounts on the news sites they read. Taboola customer list setup, the 1,000 minimum and bidding.

Platform: Taboola. This playbook provides step-by-step guidance for implementing how to reach abm buying groups on taboola | contactlevel using ContactLevel's audience targeting and enrichment platform.

Problem Statement

LinkedIn gets expensive across a whole buying group. Reaching every stakeholder at every account several times a week on LinkedIn costs a lot. So most teams target the champion and hope the rest of the group hears about you.

Solution Overview

Add Taboola as the frequency layer. ContactLevel syncs the named people at your target accounts to Taboola as a customer list. They see your content on publisher sites between LinkedIn touches.

Key Benefits

  • Every stakeholder sees you, beyond the champion
  • Cheaper frequency between LinkedIn touches
  • The list updates as your CRM changes
  • Website visits tied to named contacts

Implementation Steps

  1. Build the buying group list: Add the champion, budget holder, evaluators and users at each target account from your CRM or Contact Search. Taboola needs at least 1,000 records.
  2. Sync it to Taboola automatically: Connect your Realize account once. ContactLevel enriches each contact with the identifiers Taboola matches on and keeps the list current.
  3. Target the list with role-specific articles: Select the list on campaign creation, suppress customers, and see which contacts visit your site with the ContactLevel pixel.

Learn how to use ContactLevel to sync enriched contact data to Taboola for precision B2B targeting with high match rates.

Reach the whole buying group on the sites they read

Sync every stakeholder at your target accounts to Taboola and put your articles under the news stories they read. A cheaper layer of frequency between your LinkedIn touches.

Without ContactLevel

Reaching every stakeholder at every account several times a week on LinkedIn costs a lot. So most teams target the champion and hope the rest of the group hears about you.

With ContactLevel

ContactLevel syncs the named people at your target accounts to Taboola as a customer list. They see your content on publisher sites between LinkedIn touches.

How It Works

1

Build the buying group list

Add the champion, budget holder, evaluators and users at each target account from your CRM or Contact Search. Taboola needs at least 1,000 records.

Video demonstration showing build the buying group list: Add the champion, budget holder, evaluators and users at each target account from your CRM or Contact Search. Taboola needs at least 1,000 records.
2

Sync it to Taboola automatically

Connect your Realize account once. ContactLevel enriches each contact with the identifiers Taboola matches on and keeps the list current.

Video demonstration showing sync it to taboola automatically: Connect your Realize account once. ContactLevel enriches each contact with the identifiers Taboola matches on and keeps the list current.
3

Target the list with role-specific articles

Select the list on campaign creation, suppress customers, and see which contacts visit your site with the ContactLevel pixel.

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Why It Works

Every stakeholder sees you, beyond the champion
Cheaper frequency between LinkedIn touches
The list updates as your CRM changes
Website visits tied to named contacts

Why Taboola works as an ABM layer

A buying group at a mid-market software company is often six to ten people. The champion is on LinkedIn every day. The CFO, the IT lead and the ops manager mostly are not.

But they all read the news.

That is where Taboola sits. It places sponsored article and video recommendations under and beside stories on news and publisher sites. If you're new to the channel, start with Taboola Ads for B2B.

LinkedIn is still the best place to reach the champion with depth. It is also expensive to reach eight people per account several times a week. So most teams cut the list to one or two job titles, and the rest of the buying group never hears from you.

Taboola fixes the frequency problem. Keep LinkedIn for the heavy touches. Use native ads to stay visible between them, at a lower cost per impression.

One honest catch. Taboola's reach is mostly consumers. Topic targeting alone puts your ad in front of anyone reading about cloud costs, students and retirees included. A customer list of named contacts is what turns Taboola into an ABM channel.

How it works with ContactLevel

  1. Build the buying group. Pull your target accounts from HubSpot or Salesforce into a ContactLevel audience. Then use Contact Search to add the people the champion has to convince: the budget holder, the technical evaluator, the users.
  2. Check the 1,000 minimum. Taboola customer lists need at least 1,000 records and accept up to 3 million. 150 accounts with seven contacts each gets you there. 80 accounts with five does not. If you're short, add more people per account before you add weaker accounts.
  3. Connect Realize and sync. Connect your Taboola Realize account once. ContactLevel enriches each contact with the personal identifiers Taboola matches on and syncs the list. When its status shows Ready under Audiences, it's live. New contacts and removed accounts update automatically.
  4. Split by role if the numbers allow. A CFO and an engineer should not read the same article. If each role's list clears 1,000 records, sync them as separate audiences with their own campaign and creative. If not, run one list with several articles and let them rotate.
  5. Target and suppress. On campaign creation, target the buying group list. Suppress your closed-won customers so you don't pay to show them prospecting content.
  6. Pick a bid strategy the list can support. ABM lists are small, so conversions come in slowly. Start on Fixed Bid or Enhanced CPC. Taboola's guidance for both is a daily budget of at least 5x your CPA goal and a monthly budget of at least 150x. Maximize Conversions wants a daily budget of at least 10x your CPA goal, which rarely fits a single ABM list.
  7. Track the accounts. Add UTM parameters and the ContactLevel pixel. You see which named contacts from which accounts visited.

The creative is a headline and an image sitting next to other things to read. Write the headline like an article headline. Send the CFO to a cost breakdown, the IT lead to your security overview, the champion to a how-to they can forward.

When to use this play

Run it when:

→ You already run ABM on LinkedIn and want more touches per account without more LinkedIn spend → Your target accounts add up to at least 1,000 people across the buying group → You have content written for more than one stakeholder

Skip it when:

→ Your account list is so small you can't reach 1,000 contacts, even with full buying groups → All you have to send people to is a product page and a demo form → One person makes the buying decision (LinkedIn or Meta alone will do)

Frequently asked questions

How do I show different ads to different roles?

Split the list before it reaches Taboola. Filter by job title in ContactLevel and sync one audience per role. Each one has to clear Taboola's 1,000-record minimum on its own, so most teams start with two groups: the economic buyer side and the user side.

What if my target account list is too small for 1,000 records?

Add more stakeholders per account first. Then combine your tier 1 and tier 2 accounts into one list. If you still can't get there, run the LinkedIn version of this play until the list grows.

Does Taboola replace LinkedIn for ABM?

No. LinkedIn does the depth: thought leader ads, document ads, the champion. Taboola keeps the whole account seeing your name between those touches.

Will Taboola match a list of work emails?

Partly. Taboola matches hashed emails and mobile IDs, and the emails people use outside work are mostly personal ones. A raw list of work emails only matches a slice of it. ContactLevel adds the personal identifiers before the sync, so more of each buying group matches. We haven't published a Taboola match rate yet.

How do I know if a target account is engaging?

Taboola reports clicks and conversions per campaign. The ContactLevel pixel ties each website visit to a named contact and company. Three people from one account reading in the same week is a signal for sales.

→ Related: LinkedIn ABM Buyer Group Targeting, Meta ABM Buyer Group Targeting, Taboola Cold Prospect Warmup

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