During its Q4 earnings call Thursday, the company said it would kill off Lead Accelerator, the B2B lead-nurturing product that came out of the $175 million acquisition of Bizo. It was a fast death: LinkedIn launched Lead Accelerator just less than a year ago.

LinkedIn is pushing Lead Accelerator’s functionalities into sponsored updates. The potential benefit isn’t immediately obvious since Lead Accelerator was designed to help businesses reach people around the web. 

Sponsored updates is a potent ad product as long as people continue to monitor their LinkedIn feed for updates. Consequently, LinkedIn made that feed a central part of the its recently relaunched app. Users may have noticed the improved relevance of content in a feed and that it’s easier to follow publishers and consume content – important given the shift to mobile.

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A new targeting solution in the B2B space takes a different approach to website traffic, and allows businesses to 'nurture' anonymous visitors even before they offer up an email address. This kind of engagement can enrich the on-site experience for visitors and may encourage conversions.

And from AdExchange:

“We take intelligence we have about all these anonymous people – how senior they are, what industry they’re in – and combine it with all the digital body language we’re able to learn based on what content they’re consuming, pages they’ve viewed on a marketers’ site, and create nurture flows,” Glass added.

And from VentureBeat:

So Bizo’s new product focuses on automating B2B marketing campaigns via the massive online advertising ecosystem. It starts with a cookie being set as soon as someone visits your website, but it’s not as simplistic as just retargeting advertising at people who have visited your site. Rather, the company focuses on seeing what customers have actually done on your site — hit the home page, checked out a product, dug deep into features — and customizes messaging according to what those prospects have revealed by their behavior. It then allows marketers to build unique flows and campaigns for prospects at various stages of their entirely anonymous purchasing journey.

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Intermediate/ Excerpt...

When we launched our Bizo Data Solutions product, ease of use was a critical feature that we baked in. Bizo Data Solutions integrates with a company's existing marketing technology stack, allowing marketers to use Bizo's demographic data on more than 120 million business professionals to get more value out of their marketing programs and other technology investments.Bizo Data Solutions currently supports a number of top digital marketing solutions and channels, including Adobe AudienceManager, Salesforce, Eloqua, BlueKai, Google Analytics, and more.

This seamless data integration gives marketers access to Bizo audience data so that they can combine it with their own first-party data or other data sets they may be accessing for a richer more targeted approach to reach their B2B targets.

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