LinkedIn has launched a new set of products for sales and marketing professionals. One product, LinkedIn Lead Accelerator, is “designed to help brands reach, nurture, and acquire sales leads by putting the right content in front of the right audience at the right time”, according to the social network.
Of the visitors to a typical brand’s website, only five percent provide an email address, enabling brands to stay in touch with them. LinkedIn Lead Accelerator enables brands to reach and engage the other 95 percent with relevant messages, depending on their stage in the buying cycle, both on and off LinkedIn.com.
Today’s announcement signals LinkedIn’s plan to create the largest lead generation and nurturing platform on the market, and marks the professional network’s strategy for addressing the $50bn global B2B advertising market.
Josh Graff, Senior Director, LinkedIn EMEA, said: “We already understand how professionals interact with brands better than anyone. By combining Bizo’s technology and nurturing capabilities with LinkedIn’s professional targeting expertise, we’re redefining B2B and high-consideration marketing and making it easier for brands to find and influence business decision makers at scale, whether they’re making purchasing decisions for their business or treating themselves.”
eCornell, Lenovo, Salesforce.com, Samsung, VMware and Groupon are amongst the customers that have been trialling the service with positive results, including cost-per-lead falling by 60 percent in the case of Lenovo.
Stephan Heller, head of Merchant Marketing for Groupon EMEA commented: "LinkedIn Lead Accelerator is helping us reposition Groupon as a marketing partner to the businesses we work with. From local restauranteurs to major national brands, we’re now able to better analyse our site traffic and identify the sectors that could provide the best leads for us to focus on. Compatibility with our CRM system means we’re able to easily target relevant prospects at the right stage in the buying cycle.”
As well as LinkedIn Lead Accelerator, the new product set includes LinkedIn Onsite Display, LinkedIn Network Display, Sponsored Updates and Sponsored InMail. An analytics tool built into the new range of products combines LinkedIn’s global audience data with brand website visits for cross-platform measurement.
LinkedIn Lead Accelerator will be available in a self-service format via a quarterly or annual subscription. Initially it will be available only in English, before launching more widely.