Professional social networking platform LinkedIn seemed to commit to programmatic, particularly among the B2B community, when it acquired business data company Bizo for an estimated $175 million Tuesday.
LinkedIn “has a bet on CRM and their investment in Bizo shows they really want to double down on B2B marketers,” said Ray Wang, chairman and principal analyst at Constellation Research.
Bizo brings a vast, pixel-based media exchange and anonymous demographic data on some 120 million-business professionals. This extends LinkedIn’s offsite reach and bolsters the quality of its in-market data.
“We’ve been pushing LinkedIn for a number of our clients like Lenovo and Red Hat and a number of clients have asked for this type of interaction,” said Bob Ray, president, Americas for B2B media-buying and planning agency DWA. “I think they offer up the argument to their user base that they’re still very focused on privacy, but at the same time with Bizo, they’ll offer to marketers a way to connect the dots” through new tools and services.
What’s unique about LinkedIn’s new value proposition, Ray said, is the ability to fold marketing automation systems such as Eloqua or Marketo in with LinkedIn’s own properties.