LinkedIn’s adding a couple of new tools to help marketers maximize their brand building and lead generation efforts, including a new Business Manager dashboard, a new B2B-aligned LinkedIn native consultancy, and updated CRM and API integrations. If it sounds like a lot for a single plate, that’s because it is, which isn’t a bad thing in this case.

Professionally Speaking…

The biggest update on this front has to be LinkedIn’s new Business Manager platform, which provides a central dashboard to manage “people, accounts, pages, and their associated marketing processes.”. Watch this trailer for more details.

As outlined in the video, the ‘Business Manager’ provides users with a simplified management platform for all your LinkedIn business activities. The new platform includes dedicated tabs for managing ad accounts, company pages, partners, people, and even matched audiences.

It’s essentially a watered-down version of LinkedIn’s Sales Navigator tool, with the idea being that by enticing more businesses with its basic brand management tools, that’ll get more marketers to sign up for a subscription with its Sales Navigator. Even in this basic form, there is quite a number of handy tools available, along with the capacity to more centrally manage all your various LinkedIn activities within a single space. Click here if you wish to know more about the Business Manager platform and its various functions.

For brands that want to go even beyond this, LinkedIn’s also launching a new consultancy called ‘B2B Edge’, which will provide dedicated marketing and brand-building advice founded on academic research and first-party data. As LinkedIn explains:

“This new service will provide resources and intelligence to improve segmentation, targeting, and market position, as well as optimize creative and media investments. From Oracle to SAS to Workhuman, we’re helping some of the most respected enterprise brands in B2B think about how brand and performance advertising, together, produce the most impactful marketing campaigns.”

The main benefit here is that this consultancy is wholly owned by LinkedIn, affording it significant advantages in insight and platform knowledge, which will no doubt look highly appealing to many brands. Learn more about B2B Edge here.

Lastly, LinkedIn’s also expanding access to its updated new content and marketing APIs, along with launching a new CRM data validation feature and an integration with Gong.

The Wrap

These are some highly interesting updates and while nothing ground-breaking is introduced, many of these new announcements improve on features that have already been around for quite some time, revitalizing certain options and ultimately bringing LinkedIn a step closer to its next stage. From a strategic standpoint, these updates offer major jumps in terms of improving the overall performance of your LinkedIn marketing.

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Sources 

https://bit.ly/3HlbVTk