LinkedIn’s Russ Glass Outlines Planned Product Improvements in Marketing Data, Measurement and ROI for 2017 (Video)

January 15, 2017

Last year, a segment of marketers boosted advertising spending on the LinkedIn platform by 130 percent, according to an analysis by media technology company 4C. This year, LinkedIn has plans to make the product marketers flocked to in 2016 even better.

In this short video — which is the first in a video series called “Building the World’s Most Effective B2B Marketing Platform” and which features members of the LinkedIn Marketing Solutions product team — Russ Glass, Head of Products for LMS, details the product improvements his team plans to put in place for marketers in 2017. 

Building the World's Most Effective B2B Marketing Platform, Part 1

Speaking with Vivek Venugopal, a LinkedIn Account Executive, Glass says, “The first half of 2017, we’ll launch more product than in entirety of 2016.” With the backing of Microsoft, Glass’ team will focus on product enhancements in three key areas:

  • Expanded use of marketer data
  • Improved measurement and analytics capabilities
  • More detailed proof of return on investment

Expanded use of marketer data

Glass says that marketers will soon be able merge their own data with LinkedIn data. Marketers, he said, will be able to “bring their own email data, bring their own account lists, connect with their CRM systems, connect with their marketing automation systems, use website pixels so that they can retarget visitors on the Linkedin platform.”  

Improved measurement and analytics capabilities

LinkedIn’s enhanced analytics and reporting capabilities will include website audience analytics, Glass says. LinkedIn will also expand the powers of conversion tracking, which was introduced last year.

More detailed proof of ROI

In an effort to help marketers, particularly lead gen marketers, Glass says LinkedIn will soon introduce more tools to aid in proving ROI. “We’re launching products like our lead gen form products where — without leaving Linkedin, without having to go to a landing page — a user can submit their Linkedin profile information to a marketer, it goes right into (the marketer’s) CRM system, right into their marketing automation system,” he says.

Keep your eyes peeled for more videos in this series. And to make sure you’re keeping pace with the latest in digital marketing, subscribe today to the LinkedIn Marketing Solutions blog. 

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