More targeted marketing via LinkedIn

LinkedIn offers new marketing opportunities for businesses. The professional networking platform LinkedIn has revamped and expanded its marketing product portfolio in Germany, Austria, and Switzerland. At the heart of the expanded LinkedIn Marketing Solutions (LMS) is the LinkedIn Lead Accelerator, which helps sales teams generate qualified leads during long and complex buying processes.In addition, LinkedIn Onsite Display and LinkedIn Network Display allow for the placement of display ads on the LinkedIn platform as well as on over 2,500 other external websites. Together with the content marketing solutions Sponsored Updates and Sponsored InMail, they round out the range of marketing solutions.All of these products can now be used in an integrated manner to build and nurture relationships with potential customers. Targeting Anonymous ProspectsLinkedIn Lead Accelerator addresses the common challenges associated with contact forms used for lead generation. Marketers in the B2B sector, in particular, rely on them, even though they only reach a small number of website visitors in the long term: 95 percent do not leave any contact information at all, and of the remaining five percent, only 20 percent open follow-up emails from companies.LinkedIn Lead Accelerator It allows companies to target anonymous website visitors with relevant ads and content, thereby reaching potential customers who would otherwise be lost. The technology was integrated into and expanded as part of LinkedIn Marketing Solutions following the acquisition of the B2B marketing platform Bizo in August 2014. AutoFill for filling out forms and an analytics tool are part of the solution. LinkedIn Lead Accelerator is available worldwide through quarterly or annual subscriptions. Among the first companies to test the product with positive results are eCornell, Lenovo, Localytics, Salesforce, Samsung, and VMware. eCornell was able to double traffic to its landing page using LinkedIn Lead Accelerator, and Lenovo succeeded in reducing its cost per lead by 60 percent. In German-speaking countries, companies such as BASF, IMD Business School, Lenovo, and ABB use LinkedIn Marketing Solutions. For more information about the LinkedIn Marketing Solutions portfolio, visit https://business.linkedin.com/biz/marketing-solutions.