LinkedIn is introducing new features to assist B2B marketers

LinkedIn is introducing new features to assist B2B marketers in building their brands and engaging with its network of 1 billion professionals.

Wire Program

The first initiative is the integration of streaming video ads alongside publisher content. According to a LinkedIn spokesperson:

“The Wire program is accessible in all languages on both mobile devices and computers for global advertisers participating in the pilot project. This project involves negotiating content sponsorships with a selected group of publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance. Note: After its launch on June 5th, the Wire program will not target EU members.”

Expanded AI Capabilities in Accelerate

A spokesperson informed us that LinkedIn is “making Accelerate campaigns globally accessible for lead generation and website visits as we expand Accelerate to support additional campaign objectives in the future.”

Here’s what’s new in accelerate:

• Integration with Microsoft Designer for creative customization
• Enhanced targeting with exclusion lists
• AI Marketing Assistant for campaign guidance

Initial Results:

• Advertisers using Accelerate are creating campaigns 15% more efficiently.
• They are also seeing a 52% lower cost per action compared to traditional campaigns.
• Video uploads on LinkedIn have increased by 45% compared to last year.

What’s next?

In the coming months, LinkedIn plans to make Accelerate, including AI-generated copy in English, available to all customers worldwide.

What they’re saying

Sean Johnston, Vice President of Advertising at Closed Loop, noted a threefold increase in lead form completion rates and a 66% decrease in cost per lead:

“Accelerate campaigns have significantly outperformed the lead conversion efficiency we’ve seen even in our best-performing manually-targeted audiences.”

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This article available in Ukrainian.