From LinkedIn & CRM Data to Pipeline Growth: Targeting, Attribution & AI

B2B demand generation teams have more data than ever – from CRM data, LinkedIn, and elsewhere. The problem isn't access to data anymore, it's that most companies don't have a system to activate it, and finance and sales are no longer accepting marketing spend without proof it drives pipeline. In this Growth Lab session, Paul Green (Director, Growth & AI Solutions at VertoDigital) and Yasen Lilov (Partner, Head of Pipeline Intelligence at VertoDigital) discuss why LinkedIn is becoming a strategic demand generation channel for B2B companies, and how marketers can make better use of the data it provides. They explore how first-party CRM data, LinkedIn's Conversion API, LinkedIn's Audiences API, and AI-supported workflows can help teams build more relevant audiences, test B2B audience targeting at scale, and connect campaign activity to commercial outcomes. The conversation covers why CRM data is often a company's biggest untapped marketing asset, how LinkedIn Ads data can help define buying groups and reach the right people with the right message, and what it takes to move from platform-level metrics to a more reliable picture of marketing attribution. Including LinkedIn's Company API, which surfaces account-level engagement data that – paired with CRM data – helps connect that activity to pipeline outcomes. Paul and Yasen also discuss the growing role of AI in marketing – in making these workflows faster and more scalable. From researching audiences and identifying patterns to reducing manual analysis. But AI is only as effective as the data, strategy, and context behind it. Ultimately, this session is about building a repeatable system that helps B2B teams activate data more effectively, make smarter LinkedIn marketing decisions, and show how marketing contributes to pipeline growth and revenue. The payoff: clear, visual proof of what's working, so teams can test faster, scale budgets with confidence, and keep growing revenue. Timestamps: 0:00 - Intro: B2B marketers are under pressure to prove ROI 0:44 - LinkedIn's growing role in B2B demand generation 1:31 - The challenge of activating all the data LinkedIn’s providing 3:45 - First-party CRM data as the marketing differentiator 4:17 - LinkedIn Conversion API and connecting CRM data 4:59 - LinkedIn Audiences API and more precise B2B targeting 5:55 - Solving the marketing attribution problem 7:33 - Why building this alone is a heavy lift – and what an agency brings instead 9:18 - What LinkedIn Company API data can reveal 10:40 - Using AI to find patterns across CRM and LinkedIn data 12:06 - AI provides the muscle; experts provide the strategy 12:59 - Building larger, more accurate LinkedIn audiences with AI 17:23 - Final thoughts: Company API's edge, and why there's no one-size-fits-all system Yasen’s LinkedIn profile:   / yasenlilov   Paul’s LinkedIn profile:   / psgreen222   VertoDigital’s LinkedIn page:   / vertodigital   Video produced in partnership with MuteMadness Studio:   / mutemadness   🔔 Subscribe for more B2B marketing insights. #linkedinads #b2bmarketing #marketingattribution #aimarketing