What the session covered
What the session covered
Knowing a company engaged with your ads isn't the same as knowing who inside it did. That gap - between account-level engagement and persona-level signal - is what Ivailo Shipochki and Dimitar Ivanov spent the session closing.
LinkedIn's Company Intelligence API gives advertisers company-level engagement data - impressions, clicks, leads, conversions - tied to specific target accounts. That's a real step up from account lists that tell you nothing about intent. But on its own, it doesn't tell you who inside the company is engaging.
Ivailo and Dimitar showed a real use case for closing that gap:
- Layering the API's engagement data together with LinkedIn's targeting attributes - job titles, skills, seniority
- Building that into a workflow that surfaces which roles inside a target account are likely engaging
- Then using that output to identify and prioritize buyer groups inside target accounts
The core shift is moving from "this company engaged with our ads" to "these personas (role-level) from this company are engaging." That's the difference between a warm account sitting on a list and an actual conversation worth having for sales - the kind that's more likely to turn into a real opportunity, not just another logged touchpoint.
Still early, and there's a lot left to experiment with, but the direction was clear to everyone in the room.
Who spoke
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Any questions about the event? Reach out to Nikol directly.
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