As spectated, LinkedIn has introduced a suite of generative AI tools designed to revolutionize the way B2B marketers connect with other businesses on the professional network. The tools were officially unveiled on June 7th and offer a range of features that promise to streamline communication and enhance engagement between businesses.
B2B AI advertising tools
One of the most notable additions is the AI Copy Suggestions tool, a generative AI-powered copywriter embedded within LinkedIn’s Campaign Manager advertising platform. This tool represents a pioneering approach to ad copy suggestions, setting it apart from other marketing tools currently available. According to Cameron Marsh, an analyst from Nucleus Research, “The use of generative AI for ad copy suggestions is an innovative approach that is not yet commonly seen in other marketing tools.”
LinkedIn’s AI Copy Suggestions is set to transform the ad creation process by generating tailored and relevant text suggestions. By leveraging AI trained on the LinkedIn community’s explicit and implicit standards, marketers can have increased confidence that their messaging will resonate with the desired audience. IDC analyst Gerry Murray highlights the importance of maintaining appropriate tone, timing, targeting, and meaning in marketing communications and states, “Using AI specifically trained on the community gives marketers higher confidence that their messaging will be both relevant and appropriate.”
B2B efficiency & scalability
Alongside the AI Copy Suggestions tool, LinkedIn introduces several other features aimed at improving communication efficiency. Pages Messaging allows companies to direct message each other through their LinkedIn Pages, providing a quicker and more personalized means of interaction. This feature, combined with in-stream video ads and Conversation Ads and Thought Leader ads, creates a holistic approach to engaging buyers at different stages of the buying process.
Source: LinkedIn.com
In-Stream Video Ads, which enable brands to reach broader audiences across the LinkedIn network, are already available. Pages Messaging was initially rolled out in May 2023 for single-admin Pages and will expand to multi-admin Pages later this year. LinkedIn plans to make Pages Messaging available globally. Conversation Ads and Thought Leader Ads are slated for general availability in August, according to LinkedIn.
The introduction of these innovative tools reflects LinkedIn’s commitment to catering to the needs of B2B marketers and solidifying its position as a vital platform in the industry. By leveraging AI and offering new ad formats, LinkedIn not only keeps pace with evolving trends but also positions itself as a go-to platform for B2B marketers. This strategic move is expected to attract more businesses to the platform, driving revenue growth and establishing LinkedIn as a leader in the B2B marketing space.
While the new AI tools and ad formats offer exciting possibilities, they are not a cure-all solution for all online marketing challenges. Gerry Murray points out that despite these advancements, marketers still face the ongoing challenge of identifying the 5% of buyers who are actively in-market at any given time. Nevertheless, LinkedIn’s commitment to providing frictionless, scalable, and measurable services through generative AI tools is a significant step forward in the B2B marketing landscape.