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LinkedIn Kills Off Bizo Product ‘Lead Accelerator | AdExchanger

LinkedIn Kills Off Bizo Product ‘Lead Accelerator | AdExchanger | The MarTech Digest | Scoop.it
During its Q4 earnings call Thursday, the company said it would kill off Lead Accelerator, the B2B lead-nurturing product that came out of the $175 million acquisition of Bizo. It was a fast death: LinkedIn launched Lead Accelerator just less than a year ago.

LinkedIn is pushing Lead Accelerator’s functionalities into sponsored updates. The potential benefit isn’t immediately obvious since Lead Accelerator was designed to help businesses reach people around the web. 

Sponsored updates is a potent ad product as long as people continue to monitor their LinkedIn feed for updates. Consequently, LinkedIn made that feed a central part of the its recently relaunched app. Users may have noticed the improved relevance of content in a feed and that it’s easier to follow publishers and consume content – important given the shift to mobile.


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CYDigital/marteq.io's insight:

Although they didn't meet expectations, no one should be worried about LI: best B2B inbound platform.

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Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger

Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger | The MarTech Digest | Scoop.it

Digest...


Bizo brings a vast, pixel-based media exchange and anonymous demographic data on some 120 million-business professionals. This extends LinkedIn’s offsite reach and bolsters the quality of its in-market data.

 

What’s unique about LinkedIn’s new value proposition is the ability to fold marketing automation systems such as Eloqua or Marketo in with LinkedIn’s own properties.

 

One of the key benefits for B2B marketer clients is the ability to more effectively move leads through the sales funnel, according to Mary Beth Keelty, VP of marketing for agency PM Digital. "With content and relevancy continuing to grow in importance, this combination will offer great opportunities for B2B organizations to [get even more targeted with] media."

 

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CYDigital/marteq.io's insight:

The more I look at this, the more fantastic it becomes. It may be...everything.

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Building A Robust B2B Marketing Platform Through Bizo Acquisition - LinkedIn

We believe the talent, products, and technology the Bizo team brings will enhance LinkedIn's ability to offer a comprehensive B2B marketing platform for brands…


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CYDigital/marteq.io's insight:

This could be a big deal for the B2B marketer, and we need to keep an eye on this as they fold in Bizo.

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Four Critical Steps to Building Out Your B2B Marketing Technology Stack (Infographic) - | Bizo | #TheMarketingTechAlert

Four Critical Steps to Building Out Your B2B Marketing Technology Stack (Infographic) -  | Bizo | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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Bizo releases B2B targeting solution - Advertising - BizReport

Bizo releases B2B targeting solution - Advertising - BizReport | The MarTech Digest | Scoop.it
A new targeting solution in the B2B space takes a different approach to website traffic, and allows businesses to 'nurture' anonymous visitors even before they offer up an email address. This kind of engagement can enrich the on-site experience for visitors and may encourage conversions.


And from AdExchange:

“We take intelligence we have about all these anonymous people – how senior they are, what industry they’re in – and combine it with all the digital body language we’re able to learn based on what content they’re consuming, pages they’ve viewed on a marketers’ site, and create nurture flows,” Glass added.


And from VentureBeat:

So Bizo’s new product focuses on automating B2B marketing campaigns via the massive online advertising ecosystem. It starts with a cookie being set as soon as someone visits your website, but it’s not as simplistic as just retargeting advertising at people who have visited your site. Rather, the company focuses on seeing what customers have actually done on your site — hit the home page, checked out a product, dug deep into features — and customizes messaging according to what those prospects have revealed by their behavior. It then allows marketers to build unique flows and campaigns for prospects at various stages of their entirely anonymous purchasing journey.


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CYDigital/marteq.io's insight:

Nurturing outside of email marketing takes place via retargeting unless something ingenious is at hand, and Bizo may have something. Regardless, this is an FYI scoop.

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Usability is Key When Building a Marketing Technology Stack | Bizo | #TheMarketingTechAlert

Usability is Key When Building a Marketing Technology Stack | Bizo | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


When we launched our Bizo Data Solutions product, ease of use was a critical feature that we baked in. Bizo Data Solutions integrates with a company's existing marketing technology stack, allowing marketers to use Bizo's demographic data on more than 120 million business professionals to get more value out of their marketing programs and other technology investments.Bizo Data Solutions currently supports a number of top digital marketing solutions and channels, including Adobe AudienceManager, Salesforce, Eloqua, BlueKai, Google Analytics, and more.

 

This seamless data integration gives marketers access to Bizo audience data so that they can combine it with their own first-party data or other data sets they may be accessing for a richer more targeted approach to reach their B2B targets.

 

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CYDigital/marteq.io's insight:

I like Bizo. It's a bit of a push to say that Bizo is a critical part of the building of the marketing stack, but it's an important choice of 3rd party data.

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