Editor’s note: Zapier is a Linkedin Marketing partner for Signals and Reporting & ROI. To learn more about Zapier's integration with LinkedIn, please visit their partner directory.
What Happens When B2B Creators Explain Your Product Better Than You Can?
That was our hunch heading into Q1 2025: trusted LinkedIn creators would be better at explaining our free LinkedIn Conversions integration (or CAPI for short) — and more persuasively — than we could ourselves.
With LinkedIn CAPI, marketers can connect offline and online conversion events—think MQLs, SQLs, and CRM opportunities—directly from CRMs and analytics tools back to LinkedIn Ads - allowing marketers to optimize their campaigns for the conversion events that matter most. LinkedIn customers that integrate CAPI report up to 31% more conversions and 39% lower cost per qualified lead. It’s the kind of tool that can quietly improve everything in your funnel.
The problem we were solving was simple but stubborn: CAPI closes a major gap in paid media attribution, but explaining how and why it matters isn’t easy.
It feels technical (connecting CRMs, ad platforms, and offline conversions)
It’s somewhat abstract (better targeting signals, lower CPQL—the kind of improvements that don't lend themselves to eye-popping visuals)
We realized we could bring the value to life through trusted, real-world stories that users could instantly relate to.
So we asked, “What if the story didn’t come from us at all?”
When we invited trusted B2B creators to share how they use the integration and what it unlocked for their ad performance, we knew we were onto something big. After all, it's not about our products, it's about how our solutions are driving impact for our customers and partners. That's why we invited trusted LinkedIn creators to share how they use the integration and what it unlocked for their ad performance. Seeing them explain the value of CAPI felt fresh, tangible, and actionable in a way traditional marketing couldn't match.
For example:
Andrés Berte, Head of Growth at Connex Digital, reframed CAPI as the "10-minute fix" for a marketer’s worst nightmare: waiting months for developers just to track conversions.


Andrés’ post didn’t just explain how the integration works—he called out pain points with punchy lines like, “Waiting months for developer resources? Said no marketer ever.” Then he zeroed in on the chaos of manual work: “Manually matching leads in spreadsheets? Blindfold budget decisions?”
The post racked up 500+ reactions, 28 comments, and 8 reposts—far outperforming Zapier's previous posts on CAPI—and sparked a flood of conversations around smarter, faster ad ops. Beyond the metrics, it worked because it was honest. It didn’t feel like an ad. It tapped into real frustration marketers feel and used plain language to call it out. It also clearly showed how Zapier and LinkedIn help fix those problems, without over-explaining or resorting to jargon.
In a space full of polished but often generic content, this strategy stood out by being specific, human, and helpful.
Inside the Campaign
While it was a small pilot to start, the impact was big: it shaped how we think about leveraging creators, how we talk about CAPI, and how we drive conversions.
Objective: Drive awareness and engagement for LinkedIn CAPI
Format: Creator-led videos + static posts
Budget: $5.8K in creator fees
Timeline: February–March 2025
Results: 2,070+ engagements; 27% higher LP click-through rate
Choosing the Right Voices Wasn’t a Guess
To make sure the message landed, we didn’t just pick creators at random. We chose trusted voices in paid media who had firsthand experience with CAPI. This way, we knew they’d be able to turn technical benefits into practical, relatable stories.
Each creator workshopped their message with us, focused on real pain points, and told the story in their own words. That collaboration made the posts feel personal and punchy, rather than promotional.
We hand-selected five creators who met tight criteria:
First-hand experience with LinkedIn CAPI and Zapier
3,000+ followers and strong engagement on LinkedIn
Active thought leaders in paid media, marketing ops, or automation
Our goal was to tap creators who could turn a feature into a story—and a scroll into a 'wow, I need that’. As AJ Wilcox, Founder of B2Linked, explains the integration takes 4 minutes and can yield tremendous results to his 46k+ followers on LinkedIn.

Matt Hayman, founder at Linklo.io took a complementary angle, zeroing in on the financial risk: how not connecting LinkedIn Ads to your CRM leads to "optimizing for form fills, not real revenue"—and how Zapier's free integration fixes that fast.


Each creator framed the integration differently, but they all converged on the same bigger message: better tracking, better ROI—and no developer headaches needed.
What Content Performed Best
Here’s what we saw.
Static posts—especially listicle-style formats—drove the most clicks and conversions.
Videos sparked richer conversations, shares, and comments, even if they didn’t directly activate users.
Boosting select posts helped extend reach by 30–50% without extra cost.
Landing page impact:
When we reused creator content directly on our paid ads landing page, we saw click-through rates on that page jump from 3.2% to 4.05%.
That’s a 27% lift—driven simply by adding social proof and stronger storytelling at the moment of decision.
Even though the integration is free, we know it’s not always easy to explain. These creators helped make it real—and the response proved there’s interest when the message lands right.






One of the biggest surprises to our team?
The creators didn’t just amplify our carefully crafted message—they cracked it open and made it better.
Their posts surfaced pain points we hadn't prioritized, language we hadn't thought to use, and angles that landed faster than any traditional campaign ever could.
Lessons We’re Carrying Forward
Real users > explainer videos
These creators already knew the product. Their posts didn’t feel like ads—they felt like in-the-know recommendations from trusted experts.
Creator content wins long-term
The influencer content now lives on in evergreen nurture emails, landing pages, and internal demos. What could’ve cost us thousands through a video agency now lives across touchpoints for a fraction of the spend.
Boosting matters (especially when free)
Boosting didn’t just extend the reach—it made the creator's content work harder:
1,911 landing page clicks driven from boosted posts
$0.50 average cost-per-click—well below typical B2B LinkedIn ad benchmarks
A 6.5% engagement rate on boosted static posts—more than double what most B2B paid content averages
It’s not just about direct conversions
While we tracked 42 signups and 7 LinkedIn CAPI activations during the campaign, the bigger impact is in the momentum it created.
The creator content gave us a new library of evergreen assets—posts, videos, and testimonials we can reuse across landing pages, nurture emails, and future paid campaigns.
And while much of the pipeline influence is still being measured, the early signals are clear: trusted voices don’t just drive clicks—they open doors that traditional ads rarely reach.
“The campaign gave us early proof that creators can help drive product education and adoption—not just awareness. Now we want to see how far we can take it.” — Fiona Turko, Influencer Marketing Manager, Zapier
Where We Go From Here
This pilot gave us a model to scale. Next time:
More creators (10–15 next time, up from 5)
more static posts and quick video content (based on engagement patterns)
Tighter targeting using LinkedIn + Crossbeam overlap data
Always plan for post-campaign re-use across touchpoints
The north star? Building a library of credible creator content that fuels adoption across the entire funnel—not just during campaign windows.
Final Thought
If there's one thing this pilot proved, it’s this:
The right creators can punch way above their weight.
A handful of trusted voices didn’t just drive stronger engagement—they gave us better campaigns, better landing pages, and a playbook we can scale across the funnel.
In B2B marketing, it’s not about shouting louder anymore.
It’s about getting the right people to tell the right story—and extending the impact of everything else you’re already doing.

Editor’s note: Zapier is a Linkedin Marketing partner for Signals and Reporting & ROI. To learn more about Zapier's integration with LinkedIn, please visit their partner directory.
What Happens When B2B Creators Explain Your Product Better Than You Can?
That was our hunch heading into Q1 2025: trusted LinkedIn creators would be better at explaining our free LinkedIn Conversions integration (or CAPI for short) — and more persuasively — than we could ourselves.
With LinkedIn CAPI, marketers can connect offline and online conversion events—think MQLs, SQLs, and CRM opportunities—directly from CRMs and analytics tools back to LinkedIn Ads - allowing marketers to optimize their campaigns for the conversion events that matter most. LinkedIn customers that integrate CAPI report up to 31% more conversions and 39% lower cost per qualified lead. It’s the kind of tool that can quietly improve everything in your funnel.
The problem we were solving was simple but stubborn: CAPI closes a major gap in paid media attribution, but explaining how and why it matters isn’t easy.
It feels technical (connecting CRMs, ad platforms, and offline conversions)
It’s somewhat abstract (better targeting signals, lower CPQL—the kind of improvements that don't lend themselves to eye-popping visuals)
We realized we could bring the value to life through trusted, real-world stories that users could instantly relate to.
So we asked, “What if the story didn’t come from us at all?”
When we invited trusted B2B creators to share how they use the integration and what it unlocked for their ad performance, we knew we were onto something big. After all, it's not about our products, it's about how our solutions are driving impact for our customers and partners. That's why we invited trusted LinkedIn creators to share how they use the integration and what it unlocked for their ad performance. Seeing them explain the value of CAPI felt fresh, tangible, and actionable in a way traditional marketing couldn't match.
For example:
Andrés Berte, Head of Growth at Connex Digital, reframed CAPI as the "10-minute fix" for a marketer’s worst nightmare: waiting months for developers just to track conversions.


Andrés’ post didn’t just explain how the integration works—he called out pain points with punchy lines like, “Waiting months for developer resources? Said no marketer ever.” Then he zeroed in on the chaos of manual work: “Manually matching leads in spreadsheets? Blindfold budget decisions?”
The post racked up 500+ reactions, 28 comments, and 8 reposts—far outperforming Zapier's previous posts on CAPI—and sparked a flood of conversations around smarter, faster ad ops. Beyond the metrics, it worked because it was honest. It didn’t feel like an ad. It tapped into real frustration marketers feel and used plain language to call it out. It also clearly showed how Zapier and LinkedIn help fix those problems, without over-explaining or resorting to jargon.
In a space full of polished but often generic content, this strategy stood out by being specific, human, and helpful.
Inside the Campaign
While it was a small pilot to start, the impact was big: it shaped how we think about leveraging creators, how we talk about CAPI, and how we drive conversions.
Objective: Drive awareness and engagement for LinkedIn CAPI
Format: Creator-led videos + static posts
Budget: $5.8K in creator fees
Timeline: February–March 2025
Results: 2,070+ engagements; 27% higher LP click-through rate
Choosing the Right Voices Wasn’t a Guess
To make sure the message landed, we didn’t just pick creators at random. We chose trusted voices in paid media who had firsthand experience with CAPI. This way, we knew they’d be able to turn technical benefits into practical, relatable stories.
Each creator workshopped their message with us, focused on real pain points, and told the story in their own words. That collaboration made the posts feel personal and punchy, rather than promotional.
We hand-selected five creators who met tight criteria:
First-hand experience with LinkedIn CAPI and Zapier
3,000+ followers and strong engagement on LinkedIn
Active thought leaders in paid media, marketing ops, or automation
Our goal was to tap creators who could turn a feature into a story—and a scroll into a 'wow, I need that’. As AJ Wilcox, Founder of B2Linked, explains the integration takes 4 minutes and can yield tremendous results to his 46k+ followers on LinkedIn.

Matt Hayman, founder at Linklo.io took a complementary angle, zeroing in on the financial risk: how not connecting LinkedIn Ads to your CRM leads to "optimizing for form fills, not real revenue"—and how Zapier's free integration fixes that fast.


Each creator framed the integration differently, but they all converged on the same bigger message: better tracking, better ROI—and no developer headaches needed.
What Content Performed Best
Here’s what we saw.
Static posts—especially listicle-style formats—drove the most clicks and conversions.
Videos sparked richer conversations, shares, and comments, even if they didn’t directly activate users.
Boosting select posts helped extend reach by 30–50% without extra cost.
Landing page impact:
When we reused creator content directly on our paid ads landing page, we saw click-through rates on that page jump from 3.2% to 4.05%.
That’s a 27% lift—driven simply by adding social proof and stronger storytelling at the moment of decision.
Even though the integration is free, we know it’s not always easy to explain. These creators helped make it real—and the response proved there’s interest when the message lands right.






One of the biggest surprises to our team?
The creators didn’t just amplify our carefully crafted message—they cracked it open and made it better.
Their posts surfaced pain points we hadn't prioritized, language we hadn't thought to use, and angles that landed faster than any traditional campaign ever could.
Lessons We’re Carrying Forward
Real users > explainer videos
These creators already knew the product. Their posts didn’t feel like ads—they felt like in-the-know recommendations from trusted experts.
Creator content wins long-term
The influencer content now lives on in evergreen nurture emails, landing pages, and internal demos. What could’ve cost us thousands through a video agency now lives across touchpoints for a fraction of the spend.
Boosting matters (especially when free)
Boosting didn’t just extend the reach—it made the creator's content work harder:
1,911 landing page clicks driven from boosted posts
$0.50 average cost-per-click—well below typical B2B LinkedIn ad benchmarks
A 6.5% engagement rate on boosted static posts—more than double what most B2B paid content averages
It’s not just about direct conversions
While we tracked 42 signups and 7 LinkedIn CAPI activations during the campaign, the bigger impact is in the momentum it created.
The creator content gave us a new library of evergreen assets—posts, videos, and testimonials we can reuse across landing pages, nurture emails, and future paid campaigns.
And while much of the pipeline influence is still being measured, the early signals are clear: trusted voices don’t just drive clicks—they open doors that traditional ads rarely reach.
“The campaign gave us early proof that creators can help drive product education and adoption—not just awareness. Now we want to see how far we can take it.” — Fiona Turko, Influencer Marketing Manager, Zapier
Where We Go From Here
This pilot gave us a model to scale. Next time:
More creators (10–15 next time, up from 5)
more static posts and quick video content (based on engagement patterns)
Tighter targeting using LinkedIn + Crossbeam overlap data
Always plan for post-campaign re-use across touchpoints
The north star? Building a library of credible creator content that fuels adoption across the entire funnel—not just during campaign windows.
Final Thought
If there's one thing this pilot proved, it’s this:
The right creators can punch way above their weight.
A handful of trusted voices didn’t just drive stronger engagement—they gave us better campaigns, better landing pages, and a playbook we can scale across the funnel.
In B2B marketing, it’s not about shouting louder anymore.
It’s about getting the right people to tell the right story—and extending the impact of everything else you’re already doing.