Partnerships like last year's, between Oracle Eloqua and Bizo, were intended to mitigate that challenge.
As Bizo pointed out at the time, "For B2B websites, 95% of their website traffic still remains anonymous. … What if we can hook up display advertising to the marketing automation system and allow Eloqua users to track digital body language and [retarget] visitors who are looking at certain products?” Both the MAS system and targeting mechanism become synergistically strengthened.
LinkedIn and Bizo have a longstanding relationship, which has resulted in a LinkedIn Ads API partnership. LinkedIn also partners with Oracle-owned BlueKai for data management and to analyze first-party data sets through BlueKai while Bizo powers the Oracle Eloqua AdFocus application. It makes sense for the Oracle-BlueKai-LinkedIn equation to include Bizo.
LinkedIn recognizes its position and user saturation (300 million strong) in the B2B marketing space, but realizes the potential to scale its off-network capabilities and ultimately improve B2B addressability.
At present, auction-based sponsored updates account for 19% of marketing Solutions revenue with more than 3,500 active daily customers. LinkedIn is drumming up content marketing efforts, but appears to realize the value of programmatic ad targeting and catching user intent off LinkedIn to improve its own advertiser experience, such as what Facebook and Twitter have done with custom and tailored audiences, respectively.
Here's where LinkedIn grabs a serious business media data play: Bizo, beyond its marketing automation tool set, runs a viable media business and partners with a number of large ad networks, DSPs and trading desks, as well as the Google and Adobe stacks, to identify and enrich business data targets through its pixel-based network. Additionally, a number of Bizo's publisher clients rely on Bizo data to target their own media.
This essentially gives LinkedIn the basis of an end-to-end platform to identify in-market prospects, research and track those leads through to the buying process and ultimately close that loop with analytics.