Sordello said the next step is for marketers to target prospects on LinkedIn, then nurture their leads off-site.
Penry Price, LinkedIn's VP of global sales and marketing solutions, recently referenced the social network's plans to develop better ways to measure marketing and sales leads, products designed to help marketers determine how leads engaged with display or video ads.
CEO Jeff Weiner also mentioned during the earnings call the Sales Navigator platform LinkedIn rolled out last quarter, which "represents a large SaaS opportunity."
"As it scales, this new product line should add greater diversity and visibility to our overall business." Sales Navigator, Weiner said, helped LinkedIn closed one of its "largest contracts ever" with supply chain stalwart SAP.
Sordello said LinkedIn will continue its content monetization march in Q4 and that it will ramp up its longform content publishing platform, the company's "fastest-growing product based on engagement." LinkedIn not long ago enabled targeting of native ad units directly in-stream via its Certified Sponsored Updates program. Separately it rolled out a Certified Content Partners program to connect brands with publisher-derived content.
Additionally "multi-app and connected apps are driving higher daily engagement than what we’ve traditionally seen, and we expect to continue our aggressive investment in mobile," he said.