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LinkedIn Offers New Tools for B2B Marketing

LinkedIn Offers Tools for B2B MarketingLinkedIn has been consistently ranked as one of the top online tools for B2B marketers, often viewed as an even more valuable social network than Facebook for that sector. Recently, though, LinkedIn has added some new or expanded tools that make it even more attractive for marketers, particularly those with a B2B focus.

This effort to become more attractive and useful to B2B marketers may not come as a huge surprise, in light of internal documents made public this summer which revealed that the company has big plans for B2B, with a goal of expanding that area in a major way as a critical part of its goal to become a $1 billion business by 2017. That was probably one of the reasons why LinkedIn acquired Bizo, a digital marketing company with a focus on B2B audiences, earlier this year.

So how exactly is LinkedIn trying to be more attractive to B2B marketers? Partly, by offering tools that provide better ways to target, nurture and capture leads, and also to connect and engage with leads and customers.

One of those tools is the Publisher feature, which lets users publish content on LinkedIn in a longer format than a quick status update. Content on Publisher looks more similar to an article or blog post. Originally available only to LinkedIn VIPs like Mark Cuban and Richard Branson, access to Publisher has now been expanded on a gradual basis to other members. Posting content using this tool is a great way to gain visibility while also establishing expertise. (It will likely also offer some SEO benefits.)

To help B2B marketers find and nurture leads, the Navigator function can be a valuable asset. This curates updates and news from targeted accounts and contacts, highlighting vital information such as job changes, press releases and blog posts. This makes it easier to stay up-to-date about insights and happenings related to businesses or individuals you want to target or with whom you want to maintain a business relationship.

One of the biggest advantages of LinkedIn has always been the ability to target your audience or contacts using criteria that matter most to B2B marketers, such as job title, company and seniority level. This can be used to determine who you want to include, but also is useful for exclusions, as well. Maybe you don’t want users from a certain area to see your content, or you don’t want to bother connecting with people in certain industries you don’t service.

LinkedIn also now offers a feature called direct sponsored content, which lets marketers personalize and test content right in their newsfeed without an original post on their company page, providing brands with more control over their messaging (and who sees it) while also offering a great tactic for testing and comparing various message options.

Given LinkedIn’s ambitious growth plans and the fact that they seem to consider B2B marketers a high priority, we’re confident they will continue to roll out many new and expanded features geared toward supporting B2B professionals.

KEO Marketing can create a social media marketing strategy for you that includes taking full advantage of LinkedIn and all of its new tools and functions.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.