LinkedIn is launching an expanded version of its Marketing Solutions platform today. There are new products, including the LinkedIn Lead Accelerator, and the company is also promoting a broader vision that allows advertisers to reach potential buyers through the sales cycle.
The platform now has five main pieces — LinkedIn Lead Accelerator, Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. Lead Accelerator is the big product launch, allowing businesses to divide their audiences into different segments, and then to deliver ads and content in the right sequence, targeted to each segment.
Russell Glass, the head of products for LinkedIn Marketing Solutions, told me this builds on products that were part of LinkedIn’s acquisition of Bizo, particularly its Multi-Channel Nurturing Product.
“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,” he said. “That’s game-changing.”
Among early testers of the Lead Accelerator, eCornell says it doubled its landing page conversion rates, Localytics’ lead conversion rate increased by 50 percent, and Lenovo’s cost per lead fell by 60 percent.
LinkedIn is also announcing that its display network now allows advertisers to run ads on both LinkedIn itself and on 2,500 publisher sites across the web. When I brought up the fact that Facebook and Twitter have also been working to give businesses the ability to advertise across websites and apps, Glass said it’s “fair to call that a parallel path, but for the professional world.”
The professional context makes a big difference, he added.
“There are some key attributes to understand about those differences,” Glass said. “These sales cycles are really long. In the consumer space whens omeone abandons the cart
You’ve got to get them right away or you’ve lost that opportunity to convert them. In the B2B world, these decision-making processes can last for as long as a couple of years.”
That, he argued, is why it’s important that the Marketing Solutions platform can “nurture people along that along sales cycle.” Glass suggested that with the new products, LinkedIn can now address the full sales funnel, moving prospects into the funnel with On Site Display and Network Display, moving them down the funnel with Sponsored Updates and Sponsored InMail, and then acquiring them as customers through the Lead Accelerator.
It’s worth noting that while Talent Solutions remain the biggest part of LinkedIn’s business, Marketing Solutions revenue was up 56 percent year-over-year in the company’s most recent earnings report, growing to $153 million.
from TechCrunch http://feedproxy.google.com/~r/Techcrunch/~3/93joPWtjeCs/
via IFTTT
Сообщения
0 коммент.:
Отправить комментарий