Building A Robust B2B Marketing Platform Through Bizo Acquisition
July 22, 2014
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.
Over the years, our Marketing Solutions offerings have distinguished us as a highly effective platform for B2B marketing. The introduction of Sponsored Updates last year dramatically advanced our platform, and it’s now our fastest-growing Marketing Solutions offering. It’s our goal to integrate Bizo’s offerings into our content marketing products to become a more powerful tool for brands that want to build stronger relationships with professionals.
The Bizo team has been part of our LinkedIn API Partner Program for some time now. Through these interactions, we’ve gotten to know the team and their capabilities well, which surfaced the possibilities of a deeper relationship between the two of us.
Bizo’s tools make it possible for marketers to reach professional audiences, nurture prospects and acquire customers across a network of business and professional publishers. They have also developed innovative products that measure the effectiveness of multi-channel marketing programs -- critical to helping marketers navigate the complex B2B buying process where multiple touchpoints influence every sale.
Over the last few years, our Marketing Solutions products have helped companies build relationships with LinkedIn members all over the world. Adding Bizo’s offerings into our portfolio of content and mobile products will allow us to offer a wider range of solutions to meet our customers’ marketing objectives.
We plan to incorporate Bizo’s Media Solutions and Multi-Channel Nurturing products into our portfolio, but don’t plan to carry over their Data Solutions business. Bizo will honor their existing contracts, but LinkedIn data won’t be made available to their grandfathered customers.
I’m excited to embark on this journey with the talented Bizo team as we aim to build the most effective platform for marketers to engage with professionals. For Bizo’s perspective on our announcement, please check out CEO Russell Glass’ blog here or read more about it in our press release here.