LinkedIn is going after more marketing and advertising dollars, announcing today it is expanding its existing portfolio of marketing solutions.
The site has added a new B2B “Lead Accelerator” tool, and is extending its current display ad network beyond the LinkedIn platform.
According to the announcement, the newly expanded LinkedIn display network will serve up ads both on LinkedIn and “off-platform across thousands of publisher sites on the web.”
Prior to today, products like Sponsored Updates or LinkedIn Display Advertising were used to achieve individual marketing objectives. Now, with the full-funnel approach, marketers can use all of our marketing solutions products together as a portfolio.
The “Lead Accelerator” tool is the result of the LinkedIn’s integration with Bizo’s Multi-Channel Nurturing product, and includes an auto-fill form to help increase conversions, along with an analytics component.
LinkedIn says its new lead generation tool is available in most markets globally with an annual or quarterly subscription.
“I was confident that the marriage of LinkedIn’s content-based solutions with Bizo’s lead generation and analytics products could result in a powerful opportunity for marketers,” said Russell Glass, the head of products for LinkedIn Marketing Solutions. Glass served as the former CEO of Bizo before the company was acquired by LinkedIn in August of last year.
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