Unleash the Power of B2B Marketing with LinkedIn's New APIs
With B2B martech spending projected to soar to $8.51 billion by 2024, up from $6.59 billion in 2022, it's clear that technology is the key to unlocking the future.
We see the future of B2B marketing as one driven by technologies that enable more personalized, engaging and integrated customer experiences. As the place to B2B, we’re investing in APIs to enable B2B marketing innovation in collaboration with you, our partners.
We’re inviting you to help shape B2B marketing technology by introducing two new game-changing APIs: the Conversions API and the new Lead Sync API.
Conversions API: Enhancing B2B Marketing Performance
Privacy restrictions and the impending phase-out of third-party cookies are posing obstacles to tracking, attributing, and optimizing conversions. B2B marketers are facing measurement uncertainty, tech stack complexity and optimization challenges. These stop them from being able to optimize for outcomes that truly matter to their business.
The Conversions API (CAPI) is designed to address these evolving challenges. Integrating with CAPI gives you the tools to build a solution that enhances the value of your offering by helping marketers overcome these measurement obstacles providing accurate attribution and conversion tracking.
“The API was straightforward and fit very well with the model we built. It took just a few weeks to get the first version live. Customers are up to a 20% reduction in cost per acquisition (CPA), which speaks volumes about the solution’s ease of use and impact on ad spend optimization” - Ole Dallerup, Dreamdata CTO & Co-Founder
Help your customers:
- Enhance Full-Funnel Measurement: Connect online and offline conversions to LinkedIn, enabling performance measurement over the entire customer journey.
- Boost Optimization: Power campaign optimization with all kinds of conversion data to drive more of the actions you care about, cost-effectively.
- Strengthen Performance and Privacy: Drive a more efficient Cost Per Action with a reliable and secure data connection that doesn't rely on cookies.
With CAPI, you deliver value to your customers through more holistic measurement and powering performance with conversion data spanning the customer’s entire journey.
Lead Sync API: Seamless B2B Lead Management
As the #1 platform for B2B lead generation, we’re investing in creating more sources for marketers to capture leads throughout the customer journey. And we want to ensure partners like you can help marketers automate lead collection from all sources saving time and creating workflow efficiencies.
The new Lead Sync API simplifies and enhances LinkedIn lead syncing capabilities by consolidating the Ads and Events Lead Sync APIs into a single API and provides the ability to collect leads from additional organic sources. In addition, the new API offers customized form field mapping to ensure lead information gets mapped to the right system fields.
Help your customers never miss a lead again:
- Collect more leads. Collect and attribute leads from more sources including a LinkedIn ad, Page, event, Product Page, Landing Page, or from a viral share.
- Capture leads accurately. Make sure all leads are accepted and stored accurately through the new field mapping feature. With this feature, your customers can create alternate labels for form fields to match their system fields and prevent lead rejection due to mismatching data standards. Field mapping is exclusive to the API, providing you with a unique value proposition to offer enhanced services to your customers.
It's all about streamlining and enhancing the lead collection process while delivering more value to you and your customers.
Take Your B2B Marketing to the Next Level
Conversions API and new Lead Sync API are significant steps forward in empowering B2B marketers and we’re excited to explore the next wave of marketing innovation with you.
If you're ready to shape the future of B2B marketing, get started by applying and explore the possibilities these APIs bring to the table.