LinkedIn has launched its Company Intelligence API, enabling B2B marketers to measure impact more effectively by focusing on company-level engagement rather than individual leads. This strategic shift allows for better attribution accuracy and insights into the entire buyer journey, addressing the complexities of modern B2B decision-making. Early adopters report significant improvements in reaching companies and generating qualified leads.

B2B go-to-market teams face significant challenges with current attribution models, which often fail to provide clear insights due to messy data and subjective weightings. The article explores two innovative solutions—enhanced data recovery and AI-powered deal story analysis—that could revolutionize revenue attribution by offering deeper, more accurate insights into customer interactions and deal drivers.