2 min read
LinkedIn has unveiled its new Company Intelligence API, a powerful tool that feeds aggregated company-level engagement data directly into CRM and analytics platforms. This feature allows advertisers working with certified partners to track how entire companies (not just individual users) interact with their LinkedIn campaigns.
What the Company Intelligence API Tracks
The API captures key metrics to provide a more holistic view of campaign performance. It tracks:
- Paid and organic impressions
- Clicks
- Other engagement signals
By integrating this data with existing campaign metrics, marketers can establish a clearer connection between their ad spending and genuine business outcomes. The goal is to bridge the gap between marketing activities and sales impact, providing deeper insights into which companies are progressing through the sales funnel.
Impressive Early Beta Results
LinkedIn is launching the API with five CRM and analytics partners: Channel99, Dreamdata, Factors.ai, Fibbler, and Octane11. Early beta tests have already yielded significant results for advertisers:
- 287% increase in companies reached
- 75% more Marketing Qualified Leads (MQLs)
- 96% more Sales Qualified Leads (SQLs)
- 43% reduction in cost per acquisition
Strategic Impact of Company Intelligence API
Industry analysts view this as a major leap forward for B2B marketing on LinkedIn. Traditional attribution models often struggle with the multi-touchpoint nature and long sales cycles of B2B buyer journeys. By offering company-level engagement data, LinkedIn provides a more robust and granular tool for marketers to:
- Justify ad investments
- Optimize ad allocation
- Strengthen alignment between sales and marketing teams
As these capabilities mature, LinkedIn is positioning itself not merely as a lead generation channel, but as an integral part of a company’s overall revenue engine. In a highly competitive advertising landscape where every dollar is scrutinized, gaining deeper insights into company-level engagement could become a crucial competitive differentiator.
