Today, LinkedIn launched its Company Intelligence API, a new way for B2B marketers to measure impact. Through our certified B2B Attribution & Analytics Marketing Partners, these insights are now integrated into platforms that help marketers put them to work. This launch marks a strategic shift away from lead-level attribution toward measuring impact the way buying decisions are actually made—across companies and stakeholders.
Partners like Channel99, Dreamdata, Factors.ai, Octane11, and Fibbler are already integrating company-level engagement insights from both organic and paid LinkedIn touchpoints into their platforms. With this visibility, marketers can better prioritize high-value accounts, improve attribution accuracy, and measure full-funnel campaign performance to align marketing efforts with real business outcomes.
As Chris Golec, CEO of Channel99, put it:
"I've heard it time and time again: 'I think my marketing efforts are driving an impact, but it's difficult to prove it.' LinkedIn's Company Intelligence allows us to close that gap for customers. This is more than a product launch. It's a strategic shift in how B2B marketers can measure the impact of their advertising on revenue."
Why Traditional B2B Attribution is Broken
As a recovering demand generation marketer, I've lived through countless metrics review meetings that felt more like interrogations than strategic discussions. You know the drill—spending Sunday nights building slides for Monday's "pipeline review," only to face questions like:
- Why don't the numbers match sales reports?
- Why can't you show campaign ROI after just one month?
- How do you measure organic social impact?
The problem isn't that marketers don't understand their business. The problem is that our measurement tools don't reflect how B2B buying actually works.
Here's the reality:
- Only 28% of marketers say their attribution strategies are "very successful"
- 86% of B2B practitioners indicate that marketing measurement is a growing priority
- Modern buying committees average 6-10 people
- Sales cycles often stretch beyond 200 days
Traditional lead-level attribution simply can't handle this complexity.
How LinkedIn’s Company Intelligence API Transforms Marketing Measurement
That’s why LinkedIn’s new Company Intelligence API is such a breakthrough. It empowers B2B marketers with rich, company-level engagement data to uncover how businesses are actively interacting with their brand across paid and organic marketing touchpoints. This represents a fundamental shift from tracking individual contacts to understanding how entire organizations engage throughout the buying process.
The key benefits:
Complete Buyer Journey Visibility
Instead of wondering if that LinkedIn ad click will convert, marketers can now see which businesses are genuinely engaged throughout their entire buyer journey—including crucial early-stage signals that traditional attribution completely misses.
Sales Acceleration
This visibility becomes a powerful sales tool, helping teams spot highly engaged companies and prioritize outreach accordingly.
Better ROI Measurement
Marketers can finally measure their impact on tangible business outcomes like pipeline growth and revenue, leading to smarter budget decisions and continuous improvement.
"This new integration between Dreamdata and LinkedIn has improved my ability to demonstrate LinkedIn's value internally. I can see a 3x increase in companies reached via LinkedIn Ads, and the reductions in cost per SQL and Business gives me strong evidence to justify investment to leadership," said Luke Fielding, Head of Demand Generation at Eftsure.
Real Results from Early Adopters
The integration with B2B Attribution & Analytics partners addresses the challenges marketers like myself have faced head-on with company-level insights that reveal how entire businesses engage across touchpoints, not just individual contacts. For the first time, marketers can see the complete buyer journey—from initial research all the way through to the deal closing.
Early results from our beta customers speak for themselves:
- 287% more companies reached
- 75% more MQLs attributed to LinkedIn
- 96% more sales qualified leads attributed to LinkedIn
- 43% reduction in cost per acquisition
Better data doesn't just improve visibility—it drives real ROI. Forward-thinking marketers are already seeing this impact:
“LinkedIn Ads is core to our marketing strategy, and the integration between Factors and LinkedIn gives us clear visibility into how both organic and paid touchpoints impact pipeline. It gives us confidence in deciding who to target and which campaigns should get additional investment.” - Bhargav Chandrababu, Director, Digital marketing, Sprinklr
The Future of B2B Marketing Measurement
These results highlight a long-standing challenge: marketers have been under-attributing value and missing opportunities to make their marketing dollars go farther. With company-level insights, they can now prioritize high-value accounts, enhance attribution accuracy, and align marketing efforts with real business outcomes.
This shift comes at a critical moment. As B2B buying grows more complex—with longer cycles, larger committees, and more complex decision-making processes—marketers need measurement solutions that reflect this reality. The old model of tracking individual leads through linear funnels simply doesn't hold up when deals involve a dozen stakeholders consuming content across multiple touchpoints over months.
LinkedIn's Company Intelligence API and ecosystem of attribution partners represent more than just better measurement tools—they represent a new standard for B2B measurement, built around how decisions are actually made. For marketers who have spent too many Sunday nights trying to make sense of disconnected metrics, this represents a much-needed solution to an industry-wide problem.
The question isn't whether this approach will become the standard—it's how quickly marketers will embrace it to gain a competitive edge.
Topics: Measurement and ROI
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