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Testing, learning and succeeding on LinkedIn

WorkMotion is a global HR platform enabling companies to hire and onboard employees internationally, at the push of a button. Buoyed by global macro-trends of remote and distributed work, the B2B SaaS provider has ambitious plans to expand into new international markets. To achieve this, its marketing team turns to LinkedIn to raise brand awareness and drive high-intent leads.

Results

After shifting from lead generation campaigns to a content-led, full-funnel strategy on LinkedIn, WorkMotion achieved a 125% increase in conversion rates.

“Because we market internationally, we recognise that our audience of HR professionals deal with country-specific talent regulations and work cultures. To create localised content that is valuable to them, we listen closely to what our sales team and prospects tell us. We bring this onto LinkedIn, using the platform’s targeting capabilities and suite of ad formats to nurture our audiences from awareness to consideration and finally, conversion. We find that this strategy works much better than our previous approach of focusing purely on lead generation.”

Jimena Mondragon
Head of Marketing, WorkMotion

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Challenges

  • To support ambitious business growth plans by generating a pipeline of high-quality and high-intent leads and demo requests
  • To create effective, localised marketing campaigns in a growing number of new, international markets where regulatory requirements, work culture and attitudes can vary significantly

Solution

  • Having seen limited success with lead generation campaigns on LinkedIn, WorkMotion’s marketing team began working closely with LinkedIn Marketing Solutions to develop a structured, full-funnel approach.
  • They started tracking engagement metrics at every stage of the funnel, instead of looking only at bottom-of-funnel results like cost-per-lead. This helped them understand where prospects are in the customer journey and determine what content would help nurture these engaged prospects towards conversion.

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Success Factors

WorkMotion’s commitment to testing and learning contributed to its success in several important ways:

1. Effective marketing localisation
When WorkMotion ran the same campaign in seven different markets with only the language localised, performance varied significantly. This signalled the importance of adapting their content to fit local market nuances, such as attitudes towards remote work arrangements.

2. Mastering LinkedIn as a marketing channel
WorkMotion uses an extensive testing framework as part of its learning journey on LinkedIn. The team regularly tests different audience targeting, ad formats, creatives and post copy to find their ‘marketing sweet spot’. In one example, they hyper-scaled a campaign and saw a 7X increase in leads generated within three weeks, thereby achieving greater budget efficiency.

“We are still in the early stages of our LinkedIn journey but, in just one year, we have grown so much. The LinkedIn Marketing Solutions team is a great partner as we deepen our understanding of the platform and learn how to optimise our resources for maximum results.”

Jimena Mondragon, Head of Marketing, WorkMotion

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WorkMotion enables companies to grow and expand their teams without regard to national borders. It is WorkMotion's mission to digitise and simplify time-consuming onboarding processes, helping companies to onboard talent from all over the world quickly, easily and compliant. View company page.

Headquarters: Berlin, Germany |  No. of Employees: 51 – 200 | Industry: Internet

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