LinkedIn has expanded its Marketing Solutions portfolio with the introduction of LinkedIn Lead Accelerator, a lead generation and nurturing product designed to connect companies to the right professionals with the right content as they make their way through the purchase decision process.
This addition reflects the integration and enhancement of Bizo’s Multi-Channel Nurturing product, which LinkedIn acquired in August 2014.
By Erich Flynn, TreeHouse Interactive
If you struggle with lead generation, you’re not alone. A recent study on Lead Management and Social Engagement, by research firm CSO Insights, found that poor data quality for both prospects and customers — and the fact that sales personnel feel they don’t receive the right tools from marketing that they need to close sales — topped the list of sales and marketing pain points in 2014.
How can companies turn these problems around and reach their top marketing objectives of capturing new accounts, optimizing cross-sell/up-sell and new product introductions, and improving renewal rates? While web design and content, data quality management, and social media were reportedly the three top areas where companies plan to increase lead generation investments over the next year, the study found that email marketing campaigns were the most effective method for engaging prospects, delivering both the highest quality and quantity of sales and marketing leads. In fact, almost 55% of leading companies surveyed discovered a surge in lead conversions when they used lead nurturing.
Many B2B marketers struggle to determine how many emails they should be sending. But with Forrester Research estimating that 838 billion marketing messages were sent in 2013, businesses also are tasked to send relevant, timely and compelling emails to stand out.
“You want to take a look at how many objections you have — whether it is price, complexity of the services, or whatever it is — and as many objections as you have, you should have the same number of emails to address those concerns,” Tyler Garns, Founder of Box Out Marketing and former VP of Marketing for Infusionsoft, told an audience at ICON14.
The integration is designed to help marketers understand which types of content are most effective and score individual pieces of content.