LinkedIn to lead generation: New ad product allows businesses to target B2B sales prospects across the web

LinkedIn has launched an advertising product aimed at the B2B sales market that allows businesses to target individual sales prospects through targeted display and social ads.

The product, called Lead Accelerator, integrates with LinkedIn’s existing suite of advertising products, including sponsored updates, sponsored InMail, Display Advertising and Text Ads.

Aside from ads appearing on the social platform itself, Lead Accelerator ads will also appear in the ad spots of third-party advertisers on the LinkedIn Network Display ad network. Lead Accelerator also includes an analytics tool to help businesses track and measure key metrics.

“Most marketers are converting less than 1% of all possible leads. Now, with a full-funnel, end-to-end suite of solutions, we are looking to help marketers increase their reach and drive higher quality leads to their sales teams, ultimately impacting revenue,” said LinkedIn Marketing Solutions ANZ director Matt Tindale in a statement.

Lead Accelerator is based on technology LinkedIn acquired in July 22, when it purchased multi-channel lead nurturing startup Bizo, which had been part of the LinkedIn API Partner Program prior to its acquisition.

It comes as online advertising rival Google recently added functionality allowing ad viewers on smartphones to call an advertiser directly from an ad at the press of a button, without clicking through to a website.