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Beameryicon

Beamery cuts CPL by over 60% with LinkedIn Ads and Adobe Marketo Engage

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Beamery, the leading AI talent platform, uses LinkedIn Ads to generate high-quality B2B leads. To scale efficiently, they integrated Adobe Marketo Engage with their CRM, creating a streamlined lead management system that improves conversion rates and reduces cost per lead (CPL).

A seamless flow of lead data that translates to real value

The Adobe Marketo Engage integration enabled better tracking and analysis of lead quality, resulting in more effective follow-up and conversion strategies.

The integration improved reporting accuracy and insights, helping Beamery make data-driven decisions while optimizing their lead generation efforts.

With greater clarity around leads, beamery was able to turn to campaign optimization. A Sponsored Messaging campaign achieved a 64% lower cost per lead compared to single image ads.

Beamery also enjoyed a 69% reduction in cost per lead during their Spark Live event, thanks to the seamless transfer of leads from LinkedIn to their event host through Marketo Engage.

Challenge - A mountain of leads in need of management

LinkedIn’s unparalleled targeting capabilities have proven to be an ideal fit for Beamery’s B2B marketing efforts. However, they struggled to optimally integrate LinkedIn’s lead gen form data with their CRM.

The lack of structured lead management made it challenging to prioritize and follow through on the high volume of leads LinkedIn was generating for Beamery.

Tracking and measuring marketing effectiveness was difficult as well, due to unclear lead data. This clouded the process of optimizing campaigns.

Beamery also sought a solution that would optimize and simplify the lead follow-up process, especially for key marketing moments like their Spark Live event.

Solution - Marketo Engage makes sense of LinkedIn lead data

Beamery turned to lead management solution Marketo Engage to act as an intermediary between LinkedIn and their CRM. Unlike a direct integration, which might only sync leads from LinkedIn to a CRM, Marketo allows for sophisticated data handling, organizing the data to optimize its usefulness.

Through integrating LinkedIn Lead Gen Forms with Marketo Engage, Beamery streamlined the lead management process, enabling better data filtering and reporting.

Marketo Engage provided clear visibility into lead quality and campaign performance, allowing Beamery to refine their marketing strategies and measure ROI more effectively.

Marketo Engage makes event registration a breeze on LinkedIn

  • Beamery used LinkedIn and Marketo Engage to facilitate event registration for their largest yearly event, Spark Live.

  • Using LinkedIn’s advanced targeting capabilities in conjunction with Marketo Engage helped Beamery identify and engage high-quality leads for the event, leading to a more engaged and relevant audience.

  • Marketo Engage facilitated the seamless transfer of lead data from LinkedIn to Goldcast, so registrants for the Spark Live event received timely and accurate follow-up communications.

  • The integration helped Beamery achieve significant cost savings, reducing the cost per lead by 69% and maximizing the ROI of their event marketing efforts.
Beamery

Beamery’s Talent Lifecycle Management platform empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill and redeploy their workforce. With Beamery, organizations are able to navigate change at speed, retain critical skill sets, foster DE&I and build the workforce of the future.

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Headquarters
London, UK

No. of Employees
50

Industry
Software Development

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