Business social network LinkedIn is making use of last year’s acquisition of business-marketing company Bizo, offering its advertisers options away from its own website.
Yesterday, LinkedIn announced a new platform that will see its advertisers given space on partner sites that targeted customers are using.
In what it calls a full-funnel approach, this allows advertisers who use LinkedIn to use their standard advertising then, by tracking cookies, follow customers after they’ve left the site.
“Now with a full-funnel, end-to-end product suite, we offer the most effective way for marketers to reach, nurture and acquire professional customers on and off the LinkedIn platform,” said the company.
What’s more, though, LinkedIn has also launched a new tool called Lead Accelerator. This is an algorithm that works out what “stage” of the buying process individual consumers are at, and adapts companies’ choice of adverts accordingly.
This means a company could have several adverts that are targeted in different ways, and the algorithm works out which is best to use at any given time.
“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, head of products for LinkedIn and the former CEO of Bizo.
In July last year, LinkedIn spent US$175m on Bizo in an effort to better monetise its service and boost its ability to offer a B2B marketing platform for brands.
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