LinkedIn Lead Accelerator: target professionals like a proArnaud Grobet
LinkedIn is now the world’s largest professional network with more than 347 million members worldwide and 93 million monthly visits. To meet the demands of its rapidly growing members, the company continues to increase its range of advertising products.
Following the purchase of the marketing company Bizo in August 2014, LinkedIn is now proposing a new and expanded range of solutions with new products for the management of marketing campaigns addressed to the professional segment: LinkedIn Lead Accelerator.
This platform reflects the integration and enhancement of Bizo’s Multi-Channel Nurturing product.
Emakina partner agency to LinkedIn
Emakina, the partner agency for Marketing and Talent solutions of LinkedIn in Western Switzerland appreciates the product’s lead generation and nurturing. The re-targeting tool finds application mainly for B2B and strong, well-known brands helping to reach, communicate and acquire commercial prospects.
The buying process for B-to-B markets is much longer and more complex than for B to C markets. Only 5% of visitors to the site of a major brand give their email address, which permits the brand to remain in contact.
And of this 5%, only about 20% open the prospecting email they receive later.
LinkedIn Lead Accelerator allows brands to reach the remaining 95% providing good content in a good situation to a good target and at a good time.
Positive results in test
Some of brands that have tested LinkedIn Lead Accelerator, such as eCornell, Groupon, Samsung, Lenovo and Salesforce, have leveraged with positive results. For example, eCornell doubled its landing page conversion rate and Lenovo’s cost per lead decreased by 60%.
In addition to LinkedIn Lead Accelerator, LinkedIn also provides solutions on site with LinkedIn Network Display, which gives brands the opportunity to engage professional audiences with display advertising both on LinkedIn and off-platform across thousands of publisher sites on the web.