Company Overview

Bizible helps B2B marketers measure the impact of their efforts across every channel, both online and offline, so they can better optimize for success.

Challenge

More than 80% of Bizible customers advertise on LinkedIn, making it a valuable channel. Bizible's developer team wanted to improve their product on this channel but was finding it hard to even measure their performance given the tools at their disposal. “The best data comes directly from the source you’re using,” says Brewster Stanislaw, VP of Product and Strategy at Bizible. “When you’re stuck gathering data with some sort of outside methodology – using referral URLs, for example – you get shallower and less accurate results.”


In addition to accuracy, the Bizible team was looking for a solution that would reduce the time and effort it took clients to get answers. “For our customers to measure their ROI with LinkedIn,” says Stanislaw, “they would have to log into the platform, find their costs, and upload those numbers into our product. That’s a lot of effort just to get a little insight.” The team knew there had to be a better way.

Solution

The LinkedIn Marketing API was just what Bizible – and their customers – needed to get better insights, faster and more accurately. “By integrating directly with LinkedIn, we can better understand traffic at the channel level,” Stanislaw says, “because we can see everything with much greater accuracy and fidelity.”

The API also allows Bizible to automatically track all costs and accurately provide ROI associated with LinkedIn marketing products, making it easy for their customers to get answers without any manual uploads – a huge savings in both time and effort.

Results

Using the LinkedIn Marketing API to collect data on every interaction with every lead, Bizible is uncovering big-picture insights that in turn helps them better understand and optimize performance.

Better data is already leading to better business for Bizible. “We’ve definitely reduced churn and generated new sales as a result of this integration,” says Stanislaw. “It’s become a contributing factor in making deals with clients.”

As Bizible continues to grow their business, they look forward to continuing their  relationship with LinkedIn. Among other things, the dev team plans to increase the granularity of their reporting, including performance data all the way down to the impact of individual creative efforts.

“Doing your best marketing starts with having the best data, and the best data comes directly from the source,” says Stanislaw. “If you care at all about driving better results from LinkedIn media buys, you’d be crazy not to integrate with the LinkedIn Marketing API.”