The IR team’s marketing efforts with LinkedIn have yielded record-breaking results for the company and helped take their pipeline revenue to new heights. Increased conversion, decreased cost-per-lead “As a member, you don’t have to leave the app, so it’s a better experience for users.”
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“Compared to our traditional landing pages, Lead Gen Forms are much more intuitive and seamless,” says Love. Having discovered how something as simple as mobile-friendly design could have such a significant effect on performance, IR then decided to test LinkedIn Lead Gen Forms, a solution that allows marketers to quickly and intuitively set up pre-filled forms to capture leads directly on LinkedIn. The IR team says that, while their initial Sponsored Content campaigns produced solid results, they really accelerated performance after working with the LinkedIn account team to simplify their landing pages and make them mobile-friendly. “Monitoring lets us identify the strategies and initiatives that work best – and then repeat that success.”
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“We’re careful with our media spend,” says Love. The team frequently experiments with ad creative and messaging – running multiple ads per campaign, then gradually turning off the underperformers. To ensure their marketing dollars are being well spent, the IR team tracks campaign performance, diligently monitoring and optimizing campaigns based on what’s working and what isn’t. “In addition to all the other layers, I can divide the campaigns I run by region – which is just fantastic for us,” says Stuart Matthewman, Global Head of Demand Generation at IR.Īccelerating performance with optimization and Lead Gen Forms IR also leveraged LinkedIn’s geotargeting filters to support the efforts of sales teams across regions. “But with LinkedIn, we can really drill down to the right people by overlaying different targeting filters, including skills, interests, and group memberships.” “It can be quite difficult for us to figure out who is the right person to target,” says Love. Soon after pivoting to a content-focused strategy, IR’s global marketing team was drawn to the targeting capabilities of the LinkedIn platform. They needed a marketing solution that would allow them to closely monitor performance and make changes on the fly, so they could quickly optimize or shut down low performing campaigns to minimize waste and maximize ROI. The IR team was also under a lot of pressure to make sure that every dollar spent on marketing yielded real results. “But many of the channels we used just couldn’t provide that level of targeting.” “We have to keep our targeting really tight,” says Nik Love, Global Digital Manager at IR. This meant the team had to target a very small audience – an audience that had proven difficult to reach on the various marketing platforms they had tried. Three years ago, the company’s global marketing team began to shift their primary focus from event marketing to content marketing, which led to many new opportunities, but also some new challenges to solve.įor starters, the company’s software mostly caters to a focused B2B technology market, with their clients typically coming from large enterprise organizations.
Their solutions help organizations keep their most important systems running by identifying vulnerabilities before they become problems. IR is a leading global provider of performance management software for critical IT infrastructure, payment, and communication ecosystems. Focused software provider searches for a focused target audience