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Lenovo and Samsung among first to trial LinkedIn’s B2B lead-generation product suite

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By Jessica Davies | News Editor

February 19, 2015 | 3 min read

Lenovo and Samsung are among the first brands to trial LinkedIn's new suite of business-to-business (B2B) lead generation products, with the PC manufacturer reporting a 60 per cent drop in cost per leads.

The brands are among the first to have trialled LinkedIn’s B2B ad product suite - officially unveiled today (19 February) - created to help brands generate and maintain new business leads via its platform.

The move marks one of the professional network’s first product rollouts since it acquired B2B marketing firm Bizo for $175m last August, and is indicative of its ambition to create the most efficient lead generation platform in the $50bn global B2B ad market.

The products include LinkedIn Lead Accelerator, which has been created to help brands boost their lead generation capabilities by ensuring relevant messages are targeted to the right audience at the right time.

B2B marketers will gain email data with which they can reach out to brands with relevant messages depending on their stage in the buying cycle – both on LinkedIn and across other sites.

Josh Graff, senior director, LinkedIn EMEA, said: “We already understand how professionals interact with brands better than anyone. By combining Bizo’s technology and nurturing capabilities with LinkedIn’s professional targeting expertise, we’re redefining B2B and high-consideration marketing and making it easier for brands to find and influence business decision makers at scale, whether they’re making purchasing decisions for their business or treating themselves.”

Groupon has also trialled the new suite of products. Stephan Heller, head of merchant marketing for Groupon EMEA said LinkedIn Lead Accelerator will help its “reposition” Groupon as a marketing partner to the businesses it works with.

“From local restauranteurs to major national brands, we’re now able to better analyse our site traffic and identify the sectors that could provide the best leads for us to focus on. Compatibility with our CRM system means we’re able to easily target relevant prospects at the right stage in the buying cycle,” he added.

Alongside LinkedIn Lead Accelerator, the new product set includes LinkedIn Onsite Display, LinkedIn Network Display, Sponsored Updates and Sponsored InMail. An analytics tool built into the new range of products combines LinkedIn’s global audience data with brand website visits for cross-platform measurement.

LinkedIn Lead Accelerator will be available in a self-service format via a quarterly or annual subscription. Initially it will be available only in English, before launching more widely.

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