LinkedIn expands marketing solutions portfolio, featuring new lead accelerator

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LinkedIn has recently launched an expanded version of its marketing solutions platform. Equipped with a full-funnel, end-to-end product suite, the company aims to provide an effective way for marketers to reach, nurture and acquire professional customers on and off the LinkedIn platform.

The new offering are designed to help marketers drive more high quality leads, which in turn will translate into more business for their sales teams.

The platform now has five main pieces, namely LinkedIn Lead Accelerator, Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail.

Lead Accelerator allows businesses to divide their audiences into different segments, and then to deliver ads and content in the right sequence, targeted to each group.

Russell Glass, the head of products for LinkedIn Marketing Solutions, said in his blog that “this addition reflects the integration and enhancement of Bizo’s Multi-Channel Nurturing product, which came as part of LinkedIn’s acquisition of the company in August 2014.”

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"It allows marketers to capture all the behavior about who’s visiting their website, who’s visting their landing pages, and combine that with the intelligence LinkedIn has,” Glass was quoted in TechCrunch as saying. “That’s game-changing.”

Among the 100+ pilot customers of the Lead Accelerator, eCornell says it doubled its landing page conversion rates, Localytics’ lead conversion rate increased by 50%, and Lenovo’s cost per lead fell by 60%.

LinkedIn Lead Accelerator will be available in most markets globally, and sold through a LinkedIn sales representative via an annual or quarterly subscription. It is currently available in English but will be expanded to other languages over time.

LinkedIn is also announcing a new Display Network that allows advertisers to run ads on both LinkedIn itself and on 2,500 publisher sites across the web.

Glass suggested that with the new products, LinkedIn can now address the full sales funnel, first attracting customers with On Site Display and Network Display ads, moving them down the funnel with Sponsored Updates and Sponsored InMail, and helping with the final stages of customer acquisition through the Lead Accelerator.


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