Attio is a two-way integration. ZenABM writes LinkedIn engagement and ABM stages onto your Attio Companies, and reads your Attio deals back in to power influenced revenue and pipeline reporting. You choose exactly which attributes are written, and ZenABM creates them for you.
Attio settings in ZenABM: field sync, company auto-creation and deal tracking.
What connecting unlocks
Influenced revenue
Tie Attio deals and revenue back to the accounts your ads reached.
Smarter ABM stages
Build stage rules from Attio deal stages and any company attribute you keep.
Engagement in Attio
Push LinkedIn engagement onto your Attio companies, so sales sees it where they already work.
Deals insights
Populate the Deals insights with your Attio pipeline.
Start with Connecting Attio. This page covers the settings you'll tune afterwards.
Sending data to Attio
Turn on Sync analytics to Attio and pick the fields you want. ZenABM creates each one as an attribute on the standard Companies object, titled with a [ZenABM] prefix so it is obvious where the data came from.
There are 46 attributes to choose from:
- Core fields cover identity and status: ABM stage, active ABM campaigns, LinkedIn intents, last sync date. These are on by default.
- Lifetime metrics cover lifetime impressions, clicks, engagements, spend, engagement score, and lifetime ABM stage.
- Active ABM campaign metrics cover aggregate impressions, clicks, engagements and spend for currently-running ABM campaigns.
- 7, 14, 30 and 90-day metrics cover engagement and spend over each trailing window, plus the names of the ad sets and campaigns behind the clicks and engagements.
ABM stage and lifetime ABM stage are written as select attributes, with the options provisioned from your own stage names, so you can group and filter by them in Attio views.
The ABM stage and windowed LinkedIn metrics, synced onto the Attio company record.
Every field is opt-in. Push the ones sales will act on, then add more later.
The [ZenABM] attributes are written on every sync, so a manual edit to one of them is replaced
on the next run. Keep your own fields for anything you want to edit by hand. Attributes you
already had are never re-typed or overwritten.
You can also let ZenABM create new Company records in Attio. This is an explicit opt-in: when an account is identified on LinkedIn and no matching Attio record exists, one is created.
Pulling deals from Attio
Turn on Sync deals and ZenABM reads your Attio deals, links them to the accounts you advertise to, and works out which ones LinkedIn Ads and your ABM campaigns influenced.
For each deal, ZenABM reads the name, amount, currency, stage, creation date and close date. Amounts arrive in the deal's own currency and are converted to your reporting currency, so mixed-currency pipelines still add up. A deal that points at several company records keeps all of them, so attribution is not lost on multi-account opportunities.
Attio keeps deal stages as options on a status attribute rather than in pipelines. ZenABM resolves that attribute when you connect and stores each stage, which is what makes Attio deal stages usable in your ABM stage rules.
Every deal keeps its Attio record ID and a link straight back to the record, in the app and in the API.
Using Attio data in ABM stages
Two condition types become available once Attio is connected:
- Attio Deal Stage: a specific deal stage, or simply that an account has an open deal.
- Attio Company Property: any attribute on your Attio companies, read live at the moment stages are calculated. Useful for data you already track in Attio, like account tier or region.
Because company attributes are read live, there is nothing to sync into ZenABM first.
Company matching
For attribution to be accurate, ZenABM needs to know which of your companies maps to which Attio record. Attio matching is domain-based: ZenABM compares the websites it sees on LinkedIn against the domains attribute on your Attio company records, first exactly and then on the core domain.
Matching runs once Sync analytics to Attio or Sync deals is on, so the Matching page stays empty until you turn one of them on.
The Matching page shows every match, every duplicate, and every account it could not place, along with the reason: no website to match on, a shortened link that cannot be resolved, or no Attio company found. You can paste a record ID by hand to fix any of them.
The Attio Matching page: matched accounts, and the ones needing a record ID by hand.
Domain is the only signal here. Companies with no usable website, or with a shortened link that can't be resolved, need their record ID set manually.
How often it syncs
Connecting sets the integration up, but starts nothing. The runs below begin once Sync analytics to Attio or Sync deals is on, and stop when you turn every toggle back off.
- Company matching runs after each LinkedIn sync, whenever either toggle is on.
- Company attributes and ABM stages are pushed on a scheduled run, after your engagement scores, intents and stages have been recalculated.
- Deals are pulled on a nightly run while Sync deals is on, and Attio webhooks keep deal changes flowing in between, so a stage change in Attio reaches ZenABM shortly after it happens.
The Attio settings page lists the most recent runs (company matching, deals and data upload) with their status, so you can see when each last completed. Until you turn a sync on, there is nothing to list.
Best practices
- Fix mismatches early. A few minutes reconciling company matches upfront saves you from misleading reports later.
- Define Customer and Lost stages using deals. Deal-based conditions are what make revenue attribution work. See ABM Stages.
- Don't sync every field back. Start with the core fields and one time window, then add more once sales tells you what they use.
- Treat the
[ZenABM]attributes as read-only in Attio, and keep your own fields for manual edits.
