LinkedIn acquired Bizo in 2014. The deal focused on strengthening LinkedIn’s business-to-business advertising and marketing capabilities.
Bizo was a marketing-technology company founded in 2008. Its products helped advertisers reach professional and business audiences through display advertising, social campaigns, and related audience-marketing tools. LinkedIn announced the acquisition agreement in July 2014.
The transaction was valued at approximately $175 million, combining cash and stock. LinkedIn planned to integrate Bizo’s media and marketing technology into its own Marketing Solutions business, which served companies trying to reach professionals and decision-makers.
A common mix-up is Marketo, another major B2B marketing company. LinkedIn did not acquire Marketo; Adobe acquired it in 2018. Terminus and Demandbase are also B2B marketing platforms, but neither was the company LinkedIn bought in 2014. Bizo’s technology later contributed to LinkedIn’s broader advertising and business-audience products.