B2B marketers under pressure to prove ROI now have a new tool from LinkedIn – the Company Intelligence API. It is designed to connect campaign performance directly to sales pipeline and revenue outcomes.
Why we care. Traditional attribution models struggle with complex B2B buying journeys, often missing early signals and undervaluing campaigns. LinkedIn’s new API aims to bridge the gap between ad performance and real business outcomes, letting them see which companies are actually moving through the funnel, prove ROI with hard numbers, and make smarter budget shifts toward what drives pipeline and revenue.
By the numbers: Early beta users reported (LinkedIn data):
- 288% increase in companies engaged
- 93% increase in pipeline value
- 30% boost in ROI
- 37% reduction in cost per acquisition
How it works: Advertisers can access aggregated company-level data (e.g., impressions, clicks) through LinkedIn’s certified analytics partners (Channel99, Octane11, Dreamdata, Factors.ai, Fibbler). The data is ingested into CRM-connected dashboards, giving marketers clearer visibility into ROI, pipeline acceleration, and company engagement across the funnel.
What they’re saying:
- DataSnipper: “We can now clearly see the impact on pipeline and revenue, uncovering nearly twice as much influenced pipeline as before.”
- Eftsure: “Reductions in cost per SQL give me strong evidence to justify investment to leadership.”
- Inovalon: “We plan to shift budget from other channels to LinkedIn.”
What’s next. The Company Intelligence API is now available globally through LinkedIn’s B2B attribution and analytics partners. Adoption could grow as marketers seek stronger proof of performance in a tight-budget environment.
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