Solution
To take full advantage of the opportunities LinkedIn presented, BusinessOnline integrated LinkedIn’s Marketing APIs into their Dataweld platform. BusinessOnline was able to get the APIs up and running in a matter of weeks. These API integrations enabled the agency to create a channel performance dashboard and measure campaign performance across all marketing channels – most importantly, the impact of LinkedIn campaigns on customer lead quality and sales. Notably, BusinessOnline discovered that LinkedIn generates more qualified traffic that results in 5x higher conversion rates compared to Google AdWords, putting LinkedIn’s overall ROI at 5,290%.
BusinessOnline also leveraged LinkedIn’s APIs to create a benchmarking dashboard to measure the performance of their customers against industry averages. By doing so, they were able to more effectively prove the value of their agency services and, as a result, increase customer investment. “The most powerful tool we have to persuade customers is industry benchmarking data, and the LinkedIn APIs really allow us to tap into that,” said Ramos. “For instance, this year alone we had a 53% higher average click-through rate when compared to other advertisers on LinkedIn. This information makes a big difference to clients.”
“We’re seeing these successes with LinkedIn in B2B in large part because they allow us to precisely target individuals – by job function, by industry, by company size, by geolocation,” said Eric Ramos, director of analytics at BusinessOnline. “LinkedIn’s Marketing APIs enabled us, for the first time ever, to see which audiences have the greatest ROI potential, allowing us to achieve conversion rates that far outpace other platforms.”