LinkedIn has acquired business audience marketing company Bizo for approximately $175 million.
Using data and technology, Bizo’s marketing platform gives B2B marketers the opportunity to target prospects within professional segments in order to nurture them at every stage of the marketing and sales funnel.
The professional network aims to integrate Bizo’s offerings into its content marketing products in order to become a more powerful tool for brands.
Founded in 2008, Bizo already has a range of high profile B2B clients including UPS, Microsoft and Salesforce.
David Thacker, vice present of product at Linkedin, commented on the news in a blog post: ‘Today, I’m delighted to welcome the Bizo team to LinkedIn. We believe the talent, products, and technology they bring will enhance our ability to offer a comprehensive B2B marketing platform for brands. As a leader in business audience marketing, Bizo has played a significant role in how B2B marketers connect with professional audiences online.’
Meanwhile, Russell Glass, Bizo’s co-founder and CEO, said: “We have been a LinkedIn partner for a while now and it became clear that our respective missions and cultures are really well aligned.
“I couldn’t be more thrilled that we are coming together to accelerate our ability to reach professional audiences, nurture prospects, and acquire customers in truly powerful ways.”
