When Anteriad connected LinkedIn's Company Intelligence to their CRM data through Octane11, they found 9x more influenced opportunities — and the confidence to double their LinkedIn investment.
By working with Octane11 and integrating LinkedIn's Company Intelligence, Anteriad brought together company-level engagement data with CRM opportunity and revenue data. For Anteriad, this integration delivered full-funnel clarity and let the team demonstrate LinkedIn Ads' impact on measurable business outcomes.
As Anteriad scaled paid media across LinkedIn, search, display, and CRM performance, data became fragmented, making it nearly impossible to see how target accounts moved from first touch to pipeline.
Anteriad could see engagement within each channel, but had no way to connect the dots across the funnel, making LinkedIn's early influence on prospects invisible in standard reporting.
The lack of consolidated, company-level visibility made quantifying LinkedIn's impact on influenced opportunities and closed revenue difficult.
Anteriad gained a single view of company-level engagement across paid and organic touchpoints thanks to Octane11's integration with LinkedIn's Company Intelligence. This builds on Anteriad's earlier work with Octane11, which revealed a 7x revenue lift across cross-channel B2B analytics.
By combining LinkedIn company-level engagement data with CRM opportunity and revenue data thanks to Octane11 dashboards, early social activity was linked to opportunities and closed-won revenue.
What were once isolated engagement signals are now consolidated into a full-funnel view, revealing early-stage buying intent sooner than traditional attribution, and improving marketing and sales alignment around target accounts and pipeline impact.
Octane11 reporting showed an 81% increase in opportunities influenced by LinkedIn ads and 9x more opportunities were revealed to have engaged with LinkedIn early in the buying cycle.
Closed-won deals influenced by LinkedIn rose by 20%, confirming LinkedIn's revenue contribution. Confident in the pipeline impact, Anteriad increased its LinkedIn investment by 2x year-over-year, reallocating budget to the high-performing channel.
| Metric | Result | What it means |
|---|---|---|
| Opportunities influenced by LinkedIn ads | +81% | Octane11 reporting showed an 81% increase in opportunities influenced by LinkedIn ads. |
| Opportunities revealed with early LinkedIn engagement | 9x | More opportunities were revealed to have engaged with LinkedIn Ads prior to opportunity creation. |
| Closed-won deals influenced by LinkedIn | +20% | Closed-won deals influenced by LinkedIn rose by 20%, confirming LinkedIn's revenue contribution. |
| LinkedIn investment, year-over-year | 2x | Confident in the pipeline impact, Anteriad increased its LinkedIn investment by 2x year-over-year, reallocating budget to the high-performing channel. |
Source: Anteriad LinkedIn customer story, published via LinkedIn Marketing Solutions.
The result: Anteriad no longer has to guess whether LinkedIn is working. Octane11 reporting shows the exact opportunities it influences, and by how much.
With LinkedIn's Company Intelligence and Octane11, we gained account-level engagement visibility that allowed us to connect LinkedIn activity directly to pipeline and revenue, and invest with confidence.
About Anteriad. Anteriad is a B2B marketing and data company that helps brands like IBM, Microsoft, and Lenovo drive measurable pipeline through high-fidelity buyer data, multichannel execution, and advanced analytics. Headquartered in New York, NY; 501–1,000 employees. Industry: Advertising Services.
Octane11 reporting showed an 81% increase in opportunities influenced by LinkedIn ads, with 9x more opportunities revealed to have engaged with LinkedIn early in the buying cycle. Closed-won deals influenced by LinkedIn rose by 20%, and Anteriad increased its LinkedIn investment by 2x year-over-year.
LinkedIn's Company Intelligence provides company-level engagement data. Octane11 integrated that data with Anteriad's CRM opportunity and revenue data, giving the team a single view of engagement across paid and organic touchpoints and linking early social activity to opportunities and closed-won revenue.
As Anteriad scaled paid media across LinkedIn, search, display, and CRM performance, its data became fragmented. The team could see engagement within each channel but had no way to connect the dots across the funnel, making LinkedIn's early influence on prospects invisible in standard reporting and difficult to quantify.
Lynn Tornabene, Chief Marketing and Product Officer at Anteriad, said: “With LinkedIn's Company Intelligence and Octane11, we gained account-level engagement visibility that allowed us to connect LinkedIn activity directly to pipeline and revenue, and invest with confidence.”
Headquartered in New York, NY, Anteriad is a B2B marketing and data provider with 501-1,000 employees in the Advertising Services industry. Anteriad powers B2B with the industry's leading data: purpose built, highly-trusted, compliant, campaign ready and with global reach.
The full case study is available as a downloadable PDF, and was originally published as a LinkedIn customer story. For more on how Octane11 turns LinkedIn engagement into pipeline visibility, see how Anteriad revealed a 7x revenue lift and learn what B2B marketing attribution means.
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