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LinkedIn Launches New ‘Business Manager’ Platform, New B2B-Aligned Marketing Consultancy

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LinkedIn Loses Latest Appeal in Ongoing Data-Scraping Case

LinkedIn’s adding some new tools to help marketers maximize their lead generation and brand building efforts, including a new Business Manager dashboard, a new B2B aligned, LinkedIn-native consultancy, and updated CRM and API integrations.

The biggest update is its new Business Manager platform, which provides a central dashboard to manage ‘people, accounts, Pages’, and their associated marketing processes.

As outlined in the above video overview, Business Manager provides a simplified management platform for all of your LinkedIn business activities.

The new platform includes dedicated tabs for managing People, Partners, Ad Accounts and Company Pages, along with Matched Audiences.

It’s essentially a slimmed down version of LinkedIn’s paid Sales Navigator tool, with the idea being that by enticing more businesses with its basic brand management tools, that’ll get more marketers to sign up for a Sales Navigator subscription.

But even in basic form, there are some handy tools here, with the capacity to more centrally manage all of your various LinkedIn activities from a single space.

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You can learn more about the new Business Manager platform, and its various functions, here.

For brands that want to go even further than this, LinkedIn’s also launching a new consultancy, called ‘B2B Edge’, which will provide dedicated marketing and brand building advice based on academic research and first-party data.

LinkedIn B2B Edge

As per LinkedIn:

“This new service will provide resources and intelligence to improve segmentation, targeting and market position, as well as optimize creative and media investments. From Oracle to SAS to Workhuman, we’re helping some of the most respected enterprise brands in B2B think about how brand and performance advertising, together, produce the most impactful marketing campaigns.”

The main benefit, of course, will be that this consultancy is owned and operated by LinkedIn itself, which will afford it significant advantages in insight and platform knowledge. Which will no doubt be a welcome assistance option for many brands – you can learn more about B2B Edge here.

Finally, LinkedIn’s also expanding access to its updated new content and Marketing APIs, while it’s also launching a new CRM data validation feature and an integration with Gong

“Powered by our more than 830 million members, Sales Navigator provides real-time information about prospects and accounts. With our latest CRM features, your sales teams can easily validate that the data in their CRM (often viewed as the single-source-of-truth) is up-to-date. And when the time comes to get on the phone with a buyer, our new integration with Gong is there to make the feedback loop as easy as possible so your sales team can be the trusted advisor that buyers want.”

Gong enables advanced revenue tracking and projection, providing more ways to dig into your sales data. The added insights from LinkedIn will compliment those charts and notes, and facilitate more connection opportunities with relevant buyers and contacts.

These are some interesting updates – nothing ground breaking, given much of this functionality has been available in different form for some time. But they’re interesting, additional considerations for your strategic approach, which could improve your sales and marketing process.



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Instagram Expands Access to Reels Templates, Adds New Music Recommendations for Reels Clips

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Instagram's Working on a New Option That Would Simplify Reels Monetization for Creators

Looking to get into Instagram Reels, but not sure what to post?

This could help – over the last week, Instagram has been giving more users access to its Reels ‘Templates’ option, which enables you to create Reels based on popular content formats in the app.

As you can see in this example, shared by user Ahmed Ghanem, some people are now seeing the new ‘Templates’ option within the Reels camera, which enables you to select a format for your Reel based on popular trends.

Instagram initially launched its Templates option back in April, which takes users through a frame-by-frame process to create a similar-looking Reels clip.

Instagram Reels templates

So if you lack creativity, now Instagram will do the creative framing for you, which could be handy, as a means to create more engaging clips.

But it could also make a lot more of your Reels feed look familiar, due to replication of the same types of clips over and over again, while it also leans on the talents of trendsetters within the app. Which TikTok has come under scrutiny for in the past, and it’ll be interesting to see whether creators start to question the re-use of their formats in this way.

But if you do need help, maybe it’ll come in handy – and that’s not the only way that IG is looking to lend a guiding hand in the Reels creation process.

According to another discovery by Ghanem, Instagram will also now recommend songs for your content, based on your upload.

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Instagram Reels music recommendations

How, exactly, Instagram recommends different songs for different clips is not clear, but based on these tools, you could essentially extricate yourself of almost all your creative content decisions – you just come up with what you want to film and Instagram’s recommendation tools and templates will do the rest.

Which seems to run counter to the whole ethos of the short-form video trend, which enables users to contribute to the latest trends and memes with their own, simple, creative takes. Indeed, what people like most about short-form content is that it provides more avenues for creativity, which makes these new features feel less genuine, and less interesting, even if they do help you get a few more Likes as a result.

Which they probably will, and for brands that are short on time, and are unable to keep up with the latest formats and tracks, they could be a big help (note: business accounts are limited in terms of what songs they can use in their clips).

But I don’t know. It feels a bit artificial, doesn’t it? Like, Meta is so keen to get as many people as possible posting short-form clips that it’s taking all of your own input and personality out of the process.

Maybe I’m over-thinking it – and really, what I am thinking is that someone should create an account that only posts videos using templates and song recommendations to see what sort of engagement it gets.

It could be massive – but it also feels like another step towards killing off the short-form video trend entirely by doing it to death.

Much like Stories before it – and, ultimately, that could be another way for Meta to negate competition.



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