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Siemens Uses a Full‑Funnel LinkedIn Event Strategy to Drive 3.2x leads and Bring the Right Buyers to Hannover Messe 2026

The Challenge

 

Ahead of Hannover Messe 2026, one of Germany’s most important industrial trade events, Siemens aimed to drive high-quality leads from their optimal target group and bring the right people to their booth at this industry event. They planned to leverage free ticket registrations as the key conversion mechanism to engage a highly relevant B2B audience.
 

The Solution

 

Siemens partnered closely with LinkedIn to deploy a full‑funnel, multi-format event strategy designed to warm audiences before conversion. They began with a global awareness and engagement phase, using Thought Leader Ads, Video Ads, and Single Image Ads to build a highly qualified retargeting pool. Only after audiences demonstrated intent did the team activate lead generation, using LinkedIn retargeting and clear CTAs for free ticket registration. The team had a highly iterative approach, optimizing campaigns based on performance signals. Additionally, Siemens livestreamed their Hannover Messe 2026 session on LinkedIn Live and used Event Ads to promote the session to further extend their reach.

 

Results:

 

  • 3.2x increase in leads year over year
  • -39% decrease in cost per lead (CPL) year over year
  • +42% increase in lead form completion rate year over year
Siemens

Siemens AG (Berlin and Munich) is a leading technology company focused on industry, infrastructure, mobility, and healthcare. The company’s purpose is to create technology to transform the everyday, for everyone. By combining the real and the digital worlds, Siemens empowers customers to accelerate their digital and sustainability transformations, making factories more efficient, cities more livable, and transportation more sustainable. A leader in industrial AI, Siemens leverages its deep domain know-how to apply AI – including generative AI – to real-world applications, making AI accessible and impactful for customers across diverse industries. Siemens also owns a majority stake in the publicly listed company Siemens Healthineers, a leading global medical technology provider pioneering breakthroughs in healthcare. For everyone. Everywhere. Sustainably. In fiscal 2025, which ended on September 30, 2025, the Siemens Group generated revenue of €78.9 billion and net income of €10.4 billion. As of September 30, 2025, the company employed around 318,000 people worldwide on the basis of continuing operations.

“By combining a structured full funnel, multi-message approach with authentic executive thought leadership, we were able to reach the right audiences, build trust at scale, and turn engagement into high quality leads for the Hannover Messe 2026 Event.”

Hisae Tsutsumi

Elitza Bastian,

Head of Channel Distribution, Siemens Industry

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