70% of buyers select products based on research they do online

By David Cohen

5 mins ago

LinkedIn officially debuted LinkedIn Product Pages Tuesday, providing a dedicated tab on company pages for companies to nurture conversations about and build brand affinity for their products.

The professional network said it already has more than 10,000 LinkedIn Product Pages across the business-to-business software category, with plans to add more industries in 2021.

LinkedIn pointed out that 70% of buyers select products based on research they do online, adding that companies creating product pages can specify the job roles that best fit the purpose of their products.

The professional network offered the example that if a product is used to create ad campaigns, job roles that would be applicable include demand generation manager, digital marketing specialist and social media strategist.


Product marketing lead Ryan MacInnis wrote in a blog post, “With Product Pages, you can spotlight product endorsements and testimonials by your users, gather ratings and reviews from current users and generate leads with a custom call-to-action button, such as a demo request or contact sales form. In the new Products tab, you can add new products you want to feature and include rich media like videos or product screenshots, descriptions and more.”

Zoom global content and social lead Rhonda Hughes added in the blog post, “At Zoom, we care about delivering happiness, and with LinkedIn Product Pages, we will be able to use the feedback shared to take action on feature requests and engage further with our customers. Additionally, as we add new features, we’ll use Product Pages to generate visibility to our products and validation for audiences considering our solutions.”