Bizo

Bizo was a business-to-business (B2B) marketing and advertising technology company founded in 2008. The founding team consisted of Russell Glass, who served as CEO, and Dave Goldberg. Prior to Bizo, Glass had experience in the online advertising space, which directly informed the company's direction. The company's core mission was to help B2B marketers precisely target their audiences online, a significant challenge at the time.

The firm developed a platform centered on a proprietary database that encompassed over 90% of the U.S. business population, allowing clients to move beyond contextual and behavioral targeting to reach specific professional demographics. Bizo's technology enabled businesses to run display and social advertising campaigns aimed at professionals based on their industry, job function, company size, and seniority. This approach allowed marketers to engage specific decision-makers throughout the sales funnel, from brand awareness to lead generation.

Bizo's business model was based on providing these targeted advertising services to a wide array of clients, ranging from small and medium-sized businesses to large global brands. The company served over 750 clients, including prominent names like American Express, Salesforce.com, Microsoft, and UPS, demonstrating its capability to cater to diverse marketing needs. Its platform was designed to deliver measurable results, a key selling point for marketers focused on return on investment.

A significant milestone in the company's journey was its acquisition by LinkedIn in July 2014 for approximately $175 million. This acquisition was a strategic move for LinkedIn, as it integrated Bizo's B2B targeting capabilities into its own Marketing Solutions platform, enhancing its ability to offer sophisticated advertising products to its user base. The integration resulted in the launch of LinkedIn Lead Accelerator, which leveraged Bizo's technology to nurture prospects with targeted display and social ads. Following the acquisition, Bizo's services were phased out as a standalone product and fully incorporated into LinkedIn's offerings.

Keywords: B2B marketing, adtech, data management, audience targeting, display advertising, social advertising, lead generation, marketing automation, LinkedIn acquisition, business data