LinkedIn Enhances Events Integrations

LinkedIn has rolled out key updates designed to bolster its Events offering by integrating more deeply with third-party platforms, enabling event creators to better promote and manage virtual and hybrid experiences. According to the company’s announcement, marketers now have streamlined connections to platforms like ON24 and Cvent, intended to increase reach, simplify workflows and link registrations with CRM systems.

Through the ON24 integration, event hosts can build sessions in ON24 and publish them directly to LinkedIn Events, while using LinkedIn’s ad tools to amplify visibility. “When hosting an event on ON24, it can be managed from start to finish after opting in and setting up the integration,” LinkedIn explains.

At the same time, the Cvent workflow enables registration and attendee data from Cvent to transfer into LinkedIn’s Campaign Manager – allowing organizers to retarget registrants, segment audiences and measure conversions. “When setting up an event in Cvent… the new ‘Connect to LinkedIn’ option … turns attendee and registration lists into audience segments that marketers can choose inside LinkedIn’s Campaign Manager,” the release states.

Moreover, LinkedIn has introduced a lead-generation campaign objective tied to Event Ads. Marketers running event-focused ads can now choose lead generation as the goal, and automatically sync collected leads into a CRM or marketing automation platform – closing the loop between event promotion and pipeline activity.

These updates come as LinkedIn reports a growing interest in event-related content: the company noted a 24% increase in events shared in the app in the most recent quarter, following 15% growth the prior year.