LinkedIn will also explore adding features around data onboarding (imagine the B2B version of Facebook’s popular Custom Audiences product). In some sense, account targeting is an early use case for data onboarding, since marketers can upload files of up to 30,000 businesses they want to target.
While LinkedIn is integrating many Lead Accelerator features into its core business, it’s also moving away from another product with Bizo roots, the Network Display business.
“The world of network display around the web is much more commoditized, and everyone offers it,” Price said. The product was “not taking advantage of what LinkedIn’s data had to offer and was not doing enough from a unique standpoint.”
As LinkedIn develops its marketing offerings, though, it’s worth noting that its multiple revenue streams – think the SaaS business it has around recruiting, for example – make it more hesitant to embrace certain types of advertising.
“We do have a higher bar, and we do have to think a bit differently about the commercialization of our feed,” Price said. “Even though we get asked about video all the time, we’re not going to do it without the member experience in mind. We don’t have the ability to dump a bunch of ads in the feed, and that’s a blessing, because the other revenue streams allow us to do the right thing for the member.”