Business manager

LinkedIn launches new “Business Manager” platform, a new B2B aligned marketing consultancy

LinkedIn add new tools to help marketers maximize their lead generation and brand building efforts, including a new Business Manager dashboard, a new B2B-aligned LinkedIn native consultancy, and updated CRM and API integrations .

The biggest update is its new Business management platformwhich provides a central dashboard to manage “people, accounts, pages” and their associated marketing processes.

As shown in the video overview above, Business Manager provides a streamlined management platform for all of your LinkedIn business activities.

The new platform includes dedicated tabs for managing people, partners, ad accounts, and business pages, along with corresponding audiences.

It’s basically a lite version of the paid version of LinkedIn. Sales Navigator Toolthe idea being that by attracting more businesses with its basic brand management tools, it will entice more marketers to sign up for a Sales Navigator subscription.

But even in basic form, there are handy tools here, with the ability to more centrally manage all of your various LinkedIn activities from a single space.

You can find out more about the new Business Manager platform, and its different features, here.

For brands that want to go even further, LinkedIn is also launching a new consultancy, called ‘B2B edge‘, which will provide expert marketing and brand building advice based on academic research and first-party data.

LinkedIn B2B Edge

According LinkedIn:

“This new service will provide resources and insights to improve segmentation, targeting and market position, as well as optimize creative and media investments. From Oracle to SAS to Workhuman, we help some of B2B’s most respected enterprise brands think through how brand and performance advertising together produce the most impactful marketing campaigns.

The main advantage, of course, will be that this consulting firm is owned and operated by LinkedIn itself, which will provide it with significant advantages in terms of knowledge and knowledge of the platform. Which will no doubt be a welcome support option for many brands – you can find out more at B2B Edge here.

Finally, LinkedIn is also expanding access to its new content and updated marketing APIs, while also launching a new CRM data validation feature and integration with Gong.

“Powered by our more than 830 million members, Sales Navigator provides real-time lead and account information. With our latest CRM features, your sales teams can easily verify that their CRM data (often considered the single source of truth) is up to date. And when it’s time to talk on the phone with a buyer, our new integration with Gong is here to make the feedback loop as easy as possible so your sales team can be the trusted advisor buyers want.

Gong enables advanced revenue tracking and projection, providing more ways to explore your sales data. Additional information from LinkedIn will complement these charts and notes, and facilitate more opportunities to connect with relevant buyers and contacts.

These are a couple of nice updates – nothing groundbreaking, given that much of this functionality has been available in different guises for quite some time. But these are interesting additional considerations for your strategic approach, which could improve your sales and marketing process.