LinkedIn Marketing Diversifies its Partner Program with New Categories and MarTech Members

By Sudipto Ghosh On Aug 9, 2017

Linkedin Has Announced That It Is Introducing 19 New Partners In Three New Categories To Help Marketers

LinkedIn has announced that it is doubling down on solving 3 major pain points for their customers by expanding their LinkedIn Marketing Partner program. They’ve enlisted 19 new partners in three new categories—

– Marketing Analytics
– Audience Management
– Media Buying

Rely on LinkedIn Marketing Partner Program to Measure and Optimize ROI on MarTech Investments

The LinkedIn Marketing Partner Program is a global community of marketing technology and service providers that enable marketers to improve campaign performances.

The latest announcement comes on the heels of Scott Brinker’s study that suggests the trend of increasing MarTech budgets. According to the study, 70%of the survey’s respondents plan to increase their investment in technology in 2017 even as marketers seek to easily access solutions that would drive results for their business. Therefore, LinkedIn is making its platform more flexible and easier for marketers to improve the ROI of their campaigns.

Considering the dynamic of the marketing technology landscape, LinkedIn adding 19 partners across three new categories will allow marketers do achieve more from their campaigns in less time.

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Three years ago, LinkedIn established its partner program to help marketers pick the right service and technology providers. With a growing list of customers, the LinkedIn Marketing Partner program has turned into a central engagement avenue for companies like OpenDNS, Lenovo and Hired that have used the program to match with leading third-party marketing solutions and drive amazing results.

LinkedIn Marketing Partner Program Eases Scaling

The partner program is aimed at making it easier for marketers to work with LinkedIn at a global scale. With a growing number of marketers relying on LinkedIn for B2B engagements, the new announcement will let marketers tap LinkedIn-approved partners who specialize in one or more of the following categories:

Media Buying

For businesses struggling to find their ground and struggling with visibility, media buying is an effective solution. Marketers rely on location analytics and cross-device ID management to purchase ads and have them appear in various locations. However, most marketers still find themselves spending too much time on personalized campaigns without optimizing their media buying solutions.

By expanding its category of Media Buying partners, marketers can save time and boost LinkedIn ad campaign performance.

AdParlor, B2Linked and SocialCode are the first three LinkedIn Marketing partners in this category.

Marketing Analytics

According to HubSpot, a LinkedIn Marketing partner, 40% of marketers feel that demonstrating accurate ROI is their company’s top marketing challenge. Generating traffic and qualified leads is the only other thing that is more important than proving ROI.

Image Credit: The 2017 State of Inbound Report

The expanded community of Marketing Analytics partners that offer technologies to help marketers prove ROI and make better marketing decisions on LinkedIn includes seven new partners:

– Bizible

– DashThis

– Datorama

– Hootsuite

– Nugit

– SocialBakers

– Falcon.io

Each marketing analytics partner has integrated with LinkedIn’s Marketing Analytics APIs, allowing customers to access powerful campaign performance insights directly from their existing MarTech platforms.
Audience Management

Account-Based Marketing (ABM) is an effective strategy to reach and engage B2B customers and prospects. In April this year, LinkedIn released Matched Audiences for B2B companies. Matched Audiences is perched at the top of ABM products, enabling companies to upload a list of up to 300,000 account names and target ads to only these accounts.

The new Audience Management partners offer technologies that help B2B marketers target account contacts through LinkedIn Matched Audiences and manage contacts generated through LinkedIn Lead Gen Forms to boost ABM performance.

LinkedIn has added data management solutions Acxiom and LiveRamp, marketing automation platforms Oracle Eloqua and Marketo, CRM Microsoft Dynamics, and systems integrators Driftrock and Zapier as new partners to this category.

Integrated with LinkedIn’s Audience Management API, these partners allow you to target and manage audiences more effectively on LinkedIn.

Content Marketing

The latest expansion to LinkedIn Marketing Partner program also includes the addition of two new Asia Pacific-based partners in the Content Marketing category. FrogIdeas and Text100 have joined the partner community to provide LinkedIn customers in India, Singapore, Hong Kong and Australia with more third party options for creating and managing their content on LinkedIn.

More Announcements Likely in the Future

With the convergence of the web, social, mobile and video technologies, marketers are looking for product and service providers that deliver omnichannel experiences. As the battle for consumer attention gets more competitive, LinkedIn Marketing Partner Program would be helpful for marketers in deciding what platforms would justify their marketing budget. From gaining actionable audience data to managing content and brand insights, LinkedIn Marketing is all set to drive meaningful business results that reach and engage customers with bespoke and impactful campaigns.