LinkedIn Rolls Out Company Intelligence API

LinkedIn rolls out its Company Intelligence API, providing businesses with access to real-time insights for informed decision-making and growth.

LinkedIn enhances marketers’ ability to analyze campaign performance with its new company intelligence API, which integrates LinkedIn performance information directly into customer relationship management (CRM) systems. 

This enables advertisers to correlate their ad spending on the platform with CRM campaign data, providing a better understanding of the return on investment (ROI).

Deeper Engagement Data to Guide Outreach

The API provides granular information on how companies interact through LinkedIn promotions, enabling marketers to create targeted outreach based on specific types of engagement.

According to 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.”

Facilitating Robust Pipeline and ROI Tracking

With the ability to better track responses, the API enables marketers to gain greater insight into campaign possibilities and effectiveness. It allows companies to link specific interactions with actual conversions and sales performance.

LinkedIn has partnered with five CRM companies for the first phase of rollout:

• Channel 99
• Dreamdata
• Factors.ai
• Fibbler
• Octane 11

Early adopters report substantial benefits:

“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%.”

The new API will be a significant enhancement for B2B marketers seeking to gain actionable insights into how their LinkedIn campaigns reach their intended audience and drive tangible business outcomes.

Bottom Line

By integrating LinkedIn engagement data with CRM systems, LinkedIn is providing marketers with a comprehensive view of their campaign effectiveness. This is an essential step in optimizing B2B advertising strategies.

Find out the details of LinkedIn’s Company Intelligence API here.