Mar 02, 2016 12:30 PM EST

LinkedIn Bets on Account-Based Marketing in New Release

LinkedIn did it again!

The social media especially made for professionals has released an account-based marketing campaign tool that would aid its Sponsored Updates and Sponsored InMail customers. 

The new tool is called the LinkedIn Account Targeting. It aims to provide assistance to marketers who would want to talk to the right personas within the accounts that matter most to them. In fact, marketers can come up with a campaigns and target up to 30,000 companies at once.

"Sponsored Updates and Sponsored InMail campaigns allow marketers to send highly relevant content and messages to professionals that matter most to their business," Lindsey Edwards, senior product manager for LinkedIn Marketing Solutions, told CMSWire

"It will allow us to iterate and innovate much more quickly as we add more different types of data to our Audience Match Capabilities," Russell Glass, head of products at LinkedIn, said. "It will also allow customers to target -- or exclude -- companies if they want to do specific account-based marketing to their customer bases."

It can be recalled that LinkedIn had to let go of its B2B ad targeting platform. It cost them $175 million in 2014 just to have that. The platform, unfortunately, did not deliver high-quality results. LinkedIn is hoping to bounce back with this new tool.

"Prior to this launch, customers were able to target up to 100 companies, but had to do so through a very manual process," Edwards said. "As a result of this launch, customers are now able to expand their targeting to up to 30,000 accounts. Once we've identified the companies we have in common, we create a new targeting segment specific to our customers' area of interest, which they can then target with Sponsored Updates and/or Sponsored InMail."

LinkedIn management is also hinting of more features to be added to their site in the near future.

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