LinkedIn Expands Marketing Platform With Off-Site Ads And New Lead Targeting Tools


LinkedIn is launching an expanded version of its Marketing Solutions platform today. There are new products, an expansion beyond Linkedin Itself, and a broader vision for helping advertisers reach potential customers throughout 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 group.

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…

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