LinkedIn connects sales, marketing tools for B2B advertisers to target leads, accounts

Posted on October 12, 2017
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LinkedIn is linking together its sales and marketing products for the first time. As a result, B2B marketers will be able to more easily target their ads on the Microsoft-owned, business-centric social network to new leads and existing accounts.

Among a sweep of updates to LinkedIn’s Sales Navigator sales management tool, businesses will be able to connect the tool to LinkedIn’s self-serve ad-buying tool, LinkedIn Campaign Manager, and target ads to individuals (“leads”) and companies (“accounts”) from their Sales Navigator lists, as well as to “lookalike” audiences of people and companies with similar characteristics. The new ad-targeting option will roll out to all Sales Navigator customers in early 2018, and at launch it will only be available for Sponsored Content campaigns.

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