LinkedIn’s Company Intelligence API addresses the growing need for precise B2B campaign attribution by enabling advertisers to link campaigns directly to pipeline and revenue outcomes. This API helps marketers demonstrate measurable business impact amid increasing pressure to prove ROI, especially as 78% of CMOs emphasize the importance of ROI proof.
Early Impact and Benefits
Beta users report significant improvements in campaign performance, including:
- 287% increase in companies reached
- 75% more Marketing Qualified Leads (MQLs)
- 96% increase in Sales Qualified Leads (SQLs)
- 43% reduction in cost per acquisition
Key Advantages of the API
- Complete Buyer Journey Visibility: Tracks company engagement throughout the entire buyer journey, capturing early-stage signals often missed by traditional attribution models.
- Pipeline Acceleration: Enables sales teams to prioritize outreach by identifying highly engaged companies.
- Better ROI Measurement: Connects campaign activities to tangible business outcomes such as pipeline growth and revenue, facilitating smarter budget decisions.
How It Works
The API integrates with LinkedIn’s certified B2B Attribution and Analytics partners—Channel 99, Dreamdata, Factors.ai, Fibbler, and Octane11—allowing advertisers to access aggregated company-level engagement data (paid and organic impressions, clicks) directly within existing reports and dashboards without additional setup. Partners combine this data with CRM outcomes and other channel metrics to provide attributed insights like pipeline impact and ROI.
This innovation fills a critical gap in B2B marketing attribution by providing more accurate, company-level insights that drive smarter decision-making and improved campaign effectiveness.
