LinkedIn is stepping up its game in the B2B marketing world with the introduction of new features designed to help marketers build their brands and connect with professionals on the platform. With a community of 1 billion professionals, LinkedIn is a valuable platform for B2B marketers, and these new enhancements will further enhance their capabilities.
The first initiative is the addition of in-stream video ads alongside publisher content. This feature, known as The Wire Program, allows advertisers to negotiate content sponsorships with select publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance. This means that advertisers can reach their target audience through video ads that are seamlessly integrated into the platform’s content.
LinkedIn has also expanded its AI capabilities in its Accelerate program. Accelerate campaigns are now globally available for lead generation and website visits objectives, with plans to support additional campaign objectives in the future. The program offers several new features, including Microsoft Designer integration for creative customization, enhanced targeting with exclusion lists, and an AI marketing assistant for campaign guidance.
Early results from advertisers using Accelerate have been promising. They are creating campaigns 15% more efficiently and seeing a 52% lower cost per action compared to classic campaigns. Additionally, video uploads on LinkedIn have seen a significant increase of 45% year over year.
The introduction of these new features is significant for B2B advertisers who have often felt neglected by other tech giants. LinkedIn’s commitment to enhancing their advertising capabilities and leveraging AI to improve results is a welcome update for marketers in this space.
Looking ahead, LinkedIn plans to make Accelerate, including AI-drafted copy in English, available to all customers globally in the coming months. This expansion will further empower B2B marketers to create effective campaigns and engage with their target audience.
Industry experts have already praised the impact of these new features. Sean Johnston, VP of Advertising at Closed Loop, reported a 3x increase in lead form completion rates and a 66% cheaper cost per lead with Accelerate campaigns. This demonstrates the effectiveness of LinkedIn’s AI-driven advertising tools in delivering tangible results for businesses.
In conclusion, LinkedIn’s latest enhancements to its B2B marketing capabilities are a game-changer for advertisers. The addition of in-stream video ads and expanded AI tools in the Accelerate program offer marketers new opportunities to build their brands and engage with professionals on the platform. With impressive early results and plans for further expansion, LinkedIn is solidifying its position as a valuable platform for B2B marketers looking to reach and connect with their target audience.
