Learn how Zembl used LinkedIn’s Company Intelligence with Factors.ai to uncover full-funnel impact and drive measurable gains in pipeline and revenue.

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How Zembl unlocked deeper attribution and stronger pipeline with Factors.ai and LinkedIn

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Zembl, an Australian energy brokerage, helps businesses purchase and manage energy efficiently, serving residential, SME, and commercial industry segments. As they expanded their Account-based marketing (ABM) efforts toward mid-market and enterprise buyers, they turned to LinkedIn to engage key decision-makers. To scale, Zembl needed advanced attribution to align with the B2B buying journey. By leveraging Factors.ai with LinkedIn’s Company Intelligence, Zembl gained the insights needed to validate their ABM strategy, refine targeting, and optimize budgets confidently.

Results: Measurable increase in reach, attribution clarity and revenue influence

With more accurate attribution via Factors.ai and LinkedIn, Zembl uncovered 2.4x more companies across priority industries and a 3.2x increase in revenue influence than they were previously aware of.
Zembl also uncovered that 104% more qualified leads had been influenced by LinkedIn, underscoring the platform's ability to target and reach their ideal customer profile.
Zembl was able to optimize campaign performance based on key signals, enhance targeting, and connect their marketing efforts to tangible long term business impact with the power of LinkedIn and Factors.
With clearer, more credible insights, Zembl had the confidence to expand their budget by 82% and scale their account-based marketing strategy with confidence.

Factors.ai gives us deeper insights … turning data into a story we can clearly present to the CFO about LinkedIn’s impact.”

Sunny Singh

Head of Digital Marketing and Content at Zembl

3.2x

increase in revenue influenced by LinkedIn

2.4x

increase in total accounts reached by LinkedIn

104%

increase in MQLs

Challenge: Strengthening attribution to support ABM scale

Zembl's highest-value prospects are mid-market and enterprise companies with long contract timelines and several people involved in the decision. The team relies on LinkedIn to reach these buyers early, but many of those early interactions don't show up in last-click reports.
The team needed insight into how impressions, views, and engagement drove customer progression. Leadership relied on CRM dashboards, but key marketing signals lacked connection to show the full journey from awareness to opportunity.
After early success with a small ABM pilot, the team prepared to expand into five priority industry segments and needed attribution that could validate performance and support larger budget decisions.

Solution: Maximizing marketing impact with Factors and LinkedIn

Zembl leveraged key LinkedIn data signals and measurement integrations — Conversions API and Company Intelligence — via Factors.ai.
Using LinkedIn’s Company Intelligence, Zembl was able to attribute organic and paid touchpoints to outcomes, achieving full-funnel visibility from engagement to revenue.
Zembl was able to refine targeting and optimize campaign impact in real time by sending high‑quality first‑party data signals through CAPI.
This integrated reporting foundation helped the team optimize creative ad formats spanning video, static, carousel and Lead Gen Forms; sharpen audience strategy; and improve visibility into how their marketing efforts drove impact, improving coordination with sales.