LinkedIn has plans to make marketing leads “more quantifiable, and attributable” across the Web and through a company’s own sales channels, and in a year’s time will enable a much deeper view of conversions.
“If you have a tool that can import all of your prospects to a LinkedIn tool, why wouldn’t you want to market to individuals and prospects rather than rely on proxies?” said Penry Price, VP of global sales and marketing solutions at LinkedIn, speaking Tuesday at GroupM’s What’s Next conference in New York City.
Following LinkedIn's launch last quarter of an all-new SaaS platform Sales Navigator for enterprise (previously, sales prospecting was more of a feature-function) and acquisition of B2B marketing platform Bizo, it started to look like LinkedIn could usurp the dominant claim Salesforce.com has over the contact record and SFA.
Although LinkedIn integrates with the ubiquitous CRM system, Salesforce.com, could LinkedIn itself become a CRM database of record? After all, the company has access to a business user audience of 300 million-plus. In an interview with AdExchanger, Price acknowledged LinkedIn wants to do a “better job of lead generation than anywhere else online.”
And at the GroupM conference, he referenced messaging tools coming down the pike designed to do just that by enabling marketers to “sequentially deliver relevant creative as someone moves through the funnel, and understand [the nature of a] conversion through CRM matches.”