LinkedIn has announced it will buy San Francisco-based B2B marketing start up Bizo for $175m, paying in 10% stock and 90% in cash.
Bizo provides software and services technology, which helps sales executives and marketers to identify, reach and engage with their marketing targets.
Bizo’s technology platform is leverages proprietary data management and targeting technology, which claimed to help marketers tailor their ads. Bizo’s platform also helps marketers measure the effectiveness of the ad campaign.
Bizo CEO Russell Glass said: "LinkedIn’s mission is to connect the world’s professionals to make them more productive and successful, while Bizo’s is to help B2B marketers get to the right people.
"We realised that our respective missions are incredibly well aligned, and we believe that combining forces will accelerate our ability to execute against the huge opportunities ahead.
"The combination of LinkedIn and Bizo greatly increases our ability to be the most effective platform for B2B marketers to reach their audiences, nurture prospects and acquire customers."
LinkedIn SVP of product and user experience, Deep Nishar, said: "It’s exciting for us to bring Bizo’s expertise and technology into our ecosystem.
"Our ability to integrate their B2B solutions with our content marketing products will enable us to become the most effective platform for B2B marketers to engage professionals."
