Integrating with the LinkedIn Marketing API Helped Our Customers Better Measure and Optimize ROI [Case Study]
Find out why Bizible chose to integrate with LinkedIn's Marketing API and their top tips for success.
February 8, 2018
Bizible is an omni-channel, every-touch attribution solution that helps B2B marketers measure the impact of their efforts across every channel, both online and offline, so they can better grow their companies. We look at the entirety of the marketing mix for our customers, determine which of their efforts drive success and ROI, and figure out what’s not working and why, so they can invest more in the things that do work. Our guiding principle as an organization has been to give our customers the most granular, accurate data possible.
The problem is—it hasn’t always been easy.
Most of our clients advertise on LinkedIn today. It’s a huge channel, but it was a challenge for our customers to measure ROI. They’d have to go into LinkedIn, find their LinkedIn costs, upload those costs into Bizible, and then Bizible would calculate ROI from there. This manual process was a bit of a pain, but—more importantly—the manual nature meant it was prone to error, which meant our customers weren’t getting the most value.
LinkedIn Marketing API Helped Us Deliver
With the LinkedIn Marketing API, we’re delivering on our promise to provide the most accurate and insightful data possible. Now, Bizible can automatically track media spend, meaning we can calculate channel-level ROI without any manual uploads or work on our customers’ part.
Even better, our customers actually see a higher ROI for LinkedIn thanks to the integration. Now that we work directly with LinkedIn’s Marketing API, we're confident that the data is fully comprehensive, because it comes straight from the source. Better data leads to better insights, which lead to better growth for our customers.
My Integration Insights
I thought I’d share a few pieces of advice for anyone else who wants to use the LinkedIn Marketing API. Here are 3 ways to make sure your integration process goes smoothly and successfully:
- Have clearly-defined use cases. Having your use cases scoped and spec’d out ahead of time is crucial for any new integration into your product or solution. That’s no different with LinkedIn.
- Start small, then build. Have a clear idea of your end vision for the integration, but start with the first and most important thing: What can you do right now to add value for your customers? Build that piece first, then you can add features and customize later. We first focused on reporting and analytics data, but we’re excited to add features and software down the road that will deliver even more granular insights for our customers.
- Lean on the support team. LinkedIn has a great support team to back you up through the integration process. They have a lot of technical expertise and resources for best practices, so partnering with them will help you get the most out of your integration.
Learn more about how Bizible uses the LinkedIn Marketing API. Read the full case study.