Salesforce.com has expanded ExactTarget Marketing Cloud's Social.com advertising application, allowing brands and agencies to manage advertising on LinkedIn.
The new capabilities in Social.com enable marketers to manage multiple campaigns, target premium audiences at scale with LinkedIn's unique demographic data, schedule Sponsored Updates, and track and optimize advertising campaign performance using rich reporting dashboards. With LinkedIn Sponsored Updates, marketers can raise awareness, generate quality leads, and build relationships with the 300 million professionals on LinkedIn.
The news expands on ExactTarget Marketing Cloud's existing ability to drive highly relevant and targeted advertising campaigns, based on CRM and digital marketing data from customer engagement across email, mobile, social and the Web.
"Companies have to come up with their future, not just campaigns," said Sameer Kazi,executive vice president and general manager of Social.com, in a statement. "We welcome LinkedIn advertising into Social.com to give brands and agencies around the globe new ways to manage, track and optimize advertising campaigns on the largest professional network in the world."
With digital marketing data from the ExactTarget Marketing Cloud, CRM data from salesforce.com and LinkedIn's Sponsored Updates targeting capabilities, advertisers can improve the performance of their LinkedIn advertising campaigns. The addition of LinkedIn Sponsored updates builds upon Social.com's innovation with Facebook and Twitter advertisers, delivering 2 trillion ad impressions.
Salesforce.com finalized its acquisition of ExactTarget in July 2013.