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SoSafe is a training provider that specialises in cyber security and data protection. Its platform helps organisations build a security culture and turn employees into active assets against online threats through personalised learning experiences and smart attack simulations. Since January 2021, the company has been marketing on LinkedIn to generate cold leads for nurturing.

Leveraging third-party integrations with LinkedIn Marketing Partners in marketing automation and CRM, SoSafe is able to track marketing impact over the entire lead lifecycle.

Results

In nine months, SoSafe’s share of Sales Accepted Leads (SALs) generated from LinkedIn has jumped 213%. The team was also able to increase lead volume by 79% while maintaining its cost-per-lead.

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“We set out to prove the effectiveness of LinkedIn as a lead generation platform. Within nine months, we were able to show the business that we were reaching the right people, getting more leads, and maintaining a reasonable cost per lead.”

Felix Jung
Performance Marketing Manager
SoSafe

Challenge

To prove the effectiveness of LinkedIn as a lead generation platform
To raise product awareness among target audience and nurture them towards conversion as a Marketing Qualified Lead (MQL)
To support inside sales in turning MQLs into Sales Qualified Leads (SQLs) and Sales Accepted Leads (SALs)

Solution

Integrated LinkedIn Campaign Manager with LinkedIn Marketing Partners in marketing automation and CRM for seamless data flow
Implemented a lead scoring methodology and lead nurture programme to track lead journey
Ran full-funnel marketing campaigns on LinkedIn:
- Top-funnel: Served brand awareness and product education content to a broad audience
- Mid- and bottom-funnel: Offered actionable resources such as cyber security audit and used LinkedIn Gen Forms to capture leads
Ran account-based marketing (ABM) campaigns on LinkedIn for industry-specific audiences

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Success Factors

1. Data integration and internal alignment
By integrating LinkedIn Campaign Manager with its marketing automation and CRM systems, and achieving sales and marketing alignment in terms of data, objectives and actions, SoSafe ensures that leads generated from LinkedIn marketing campaigns are captured, nurtured and acted upon based on the prospects’ readiness.

2. Full-funnel approach with precise targeting and high-value content
On LinkedIn, SoSafe invests in building its brand. This warms up audiences and nudges them down the funnel, making for more efficient and effective lead generation.

“Brand awareness is important for any business, especially one as young as ours. The traction that we’re building on LinkedIn puts us in a strong position for next year, as we prepare to look beyond DACH and start marketing with LinkedIn internationally."

Patrik Thies
Senior Online Marketing Manager
SoSafe

Reach 200+ international markets on the world’s most trusted social media platform

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SoSafe empowers organizations to build a security culture and mitigate risk with its GDPR-compliant awareness programs. Powered by behavioral science and smart algorithms, SoSafe delivers engaging personalized learning experiences and smart attack simulations that turn employees into active assets against online threats. Comprehensive analytics measure ROI and tell organizations where vulnerabilities lie. Programs are easy to deploy and scale, fostering secure behavior in every employee.
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Headquarters: Cologne, Germany | No. of Employees: 201 - 500 | Industry: Information Technology & Services

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