LinkedIn’s looking to help marketers glean more insight into campaign performance, via a new Company Intelligence API, which will feed on-platform performance data back into your CRM, where it can be directly matched with campaign details to better correlate your on-platform ad spend.
LinkedIn’s Company Intelligence API will provide more data into which companies are engaging with your LinkedIn promotions, and will help guide your outreach based on more specific interaction types.
As explained by LinkedIn:
“Advertisers working with one of LinkedIn’s certified B2B Attribution and Analytics partners now better measure campaign impact with insights from Company Intelligence API. Aggregated company-level engagement data from LinkedIn, like paid and organic impressions or clicks, can now be viewed directly within existing reports and dashboards alongside additional campaign insights, with no extra setup required. Partners ingest this data and combine it with CRM outcomes and other channels to deliver attributed metrics, like pipeline impact and ROI.”
So it will essentially facilitate better response tracking, so you can then have a more robust overview of potential opportunities, and actual ROI, with more specific insights into how companies are engaging with your campaigns.
LinkedIn’s partnering with five CRM providers in the initial roll out of the new tool, in Channel 99, Dreamdata, Factors.ai, Fibbler and Octane 11.
And early testers of the option are already seeing results:
“With more precise company-level data, select beta customers are finding a meaningful impact on campaign performance: on average, a 287% increase in companies reached, 75% more Marketing Qualified Leads, and a 96% increase in Sales Qualified Leads - all while reducing cost per acquisition by 43%.”
It could be a valuable addition for B2B marketers, providing more actionable insight into how your LinkedIn campaigns are resonating, or not, with your target audience.
