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How IFS Transformed LinkedIn from a Lower-Funnel Channel into a Measurable Impact Driver

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Using LinkedIn’s full-funnel solutions, IFS connected brand engagement with measurable business impact – driving 21% decrease in CPL and 30% increase in campaign engagement rates.

Challenge

IFS is the world’s leading provider of Industrial AI software, servicing customers in over 90 countries. Since 2024, IFS has invested deliberately and significantly in brand, most recently through high‑profile sponsorships with Cadillac F1 and Chelsea FC. The strategy has always been clear: put the IFS brand in front of the decision‑makers who matter.

The harder question was how to do that in a way that drove measurable impact. Top‑of‑funnel awareness mattered, but bottom‑of‑funnel conversion was the real measure of success. IFS needed to be intentional with minimal experimentation, and making every euro of budget and every hour of a lean team count. That meant scaling demand while proving, with data, that brand and performance could work together — and closing a measurement gap that had previously made it difficult to optimise in flight or demonstrate marketing’s impact on the business.

Solution

IFS partnered closely with LinkedIn through a joint business alignment to reset both strategy and measurement. Using LinkedIn insights, the marketers identified a clear opportunity to activate existing sports sponsorships, aligning premium Video Ads and Event Ads with the interests of senior buyers. They also integrated LinkedIn’s Conversions API (CAPI), allowing them to effectively measure performance and conversion attribution while optimizing their active campaigns.

And to demonstrate the revenue impact of their marketing spend, IFS utilized CRM Sync to generate LinkedIn’s Revenue Attribution Report.

Results

IFS didn’t just improve performance, they transformed how LinkedIn contributed to growth.

10x+ improvement in conversion attribution after CAPI implementation
21% decrease in CPL
30% increase in campaign engagement rate

By aligning senior stakeholders, activating premium brand moments on LinkedIn, and fixing measurement at the foundation, the IFS marketing team demonstrated that brand investment can directly support pipeline and revenue. LinkedIn became a channel not just for demand capture, but for influencing decision‑makers, optimizing with confidence, and proving marketing’s role in driving enterprise growth.

For IFS, the shift was not just about doing more on LinkedIn, it was about doing it with more discipline.

With CAPI, stronger measurement and a more connected operating model, we can see more clearly what is working, what is influencing pipeline and where to scale next.”

Preeti Saini

SVP Global Marketing, IFS

IFS is the world’s leading provider of Industrial AI software for hardcore businesses that service, power and protect our planet. Our technology enables businesses which manufacture goods, maintain complex assets, and manage service-focused operations to unlock the transformative power of Industrial AI™ to enhance productivity, efficiency, and sustainability. Industrial AI is IFS.ai

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Headquarters
Linköping, Sweden

No. of Employees
1,001 – 5,000

Industry
Software Development