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NEWS: LinkedIn launches new advertising products for B2B brands

LinkedIn has unveiled a new set of advertising products for B2B and 'high-consideration' brands, in a bid to create the most efficient lead generation platform on the market.

The new products include a LinkedIn Lead Accelerator, designed to help brands reach, nurture and acquire sales leads by linking the right content with the right audience at the right time.

Meanwhile, other products include LinkedIn Onsite Display, LinkedIn Network Display, Sponsored Updates and Sponsored InMail. Analytics will be built into the new range of products to combine LinkedIn’s global audience data with brand website visits for cross-platform measurement.  

Companies such as Lenovo, Salesforce and Samsung have trialled these new tools with postive results, including Lenovo's cost-per-lead falling by 60 per cent.

This product launch follows the company's acquisition of B2B marketing business, Bizo, in August last year.

Josh Graff, senior director of LinkedIn, commented: “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.”