Company Surge® integration for LinkedIn simplifies social media Account Based Marketing
November 21, 2019
Bombora has joined the LinkedIn Marketing Partner Program to send Intent data directly to the social media platform via API. Company Surge® reports are added to LinkedIn Campaign Manager, making it easy to select in-market accounts and reach a target audience.
94 percent of B2B marketers on social media use LinkedIn to publish content, making it the most-used platform amongst professionals. While it is certainly a useful channel for spreading brand awareness, its saturated use can make it difficult for marketers to stand out and be visible to the right people. The Company Surge® integration for LinkedIn makes it easier for B2B marketers to reach target audiences that have an interest in hearing from them.
The integration sends Company Surge® Intent data to LinkedIn on a weekly basis via the platform's Ads API. The data contains accounts that are currently in-market, allowing B2B marketers to deploy sponsored campaigns during the active buying cycle. As a result, LinkedIn Sponsored Ads will coincide with a comprehensive ABM targeting strategy.
Startup and new brand Hushly uses the integration to drive qualified leads. Campaigns update weekly, keeping newly interested businesses the targeting priority and eliminating those no longer interested in Hushly products. The integration has helped grow campaign efficiency, decreasing cost-per-click (CPC) by 79% and increasing click-through rates (CTR) by 498%.
“As a startup...It's not about making every dollar count. It’s about accounting for every dollar and placing big bets on things that work to get outsized returns. That's why we chose to move all-in with LinkedIn and Bombora. You can't argue with data,” said James Kessinger, Chief Marketing Officer of Hushly.
Meanwhile, advertisers like 8x8 have used the integration to increase campaign performance on a limited budget. 8x8 campaigns saw a 67% increase in CTR after using Company Surge®.
“We’re strong believers in using Intent data to be more targeted with our advertising and relevant with our messages,” said Ken Suzuki, Director of Digital Marketing at 8x8. “Using Company Surge®, we’re already seeing improved results in engagement and click-thru rates, and we’re excited to expand our usage of Company Surge® across more programs.”
Parts of this post were first published on Yahoo Finance.