Wednesday Wins: How LinkedIn Advertising Drives Growth for These 2 Innovative Tech Companies
July 31, 2019
The first advertising on LinkedIn ran in 2005. Since then, advertising and targeting options on the platform have continued to accelerate and deliver more growth for advertisers — as Jobvite and Noodle.ai can attest.
Marketers in the tech sector are facing increasing pressure to deliver measurable marketing results. Both of these companies invest in advertising programs on LinkedIn that are delivering significant value for their business. Read on to find out:
- How Jobvite uses LinkedIn’s powerful targeting capabilities to reduce its cost per opportunity.
- How Noodle.ai generates 40% of its marketing qualified leads and fills its pipeline on LinkedIn.
Jobvite: The Power of Targeting
Jobvite offers a candidate-centric recruiting platform spanning CRM, recruitment marketing, ATS, texting, and onboarding solutions. Jobvite's aim is to create remarkable candidate experiences by enabling positive recruitment process — from the first time a candidate lands on a career page to their first day on the job.
To market its innovative recruiting software, Jobvite partners closely with its agency Closed Loop, focusing heavily on delivering helpful information to prospects in the recruiting field that can ultimately shape conversations and consideration of Jobvite as a recruiting partner of choice. When it comes to enhancing prospect engagement, Jobvite and Closed Loop sought to align specific content with defined and valuable audience segments.
What made LinkedIn an especially strong match for Jobvite’s strategy is its targeting capabilities, enabling the Jobvite team to zero in on recruiters and talent leaders, then serve distinct content to various personas and company sizes within that audience.
Jobvite and Closed Loop have also found tremendous resonance by featuring statistics from their own annual research on recruiters and job seekers and by creating dialogues around this data. Ronen Shetelboim, Director of Marketing for Jobvite, observes that he frequently sees comments and conversations playing out beneath the company’s posts.
On LinkedIn, Jobvite and Closed Loop have seen click-through rates between 1%-2%, which significantly exceed previous benchmarks. “Click-through rate is obviously very important in keeping the costs down,” says Wes Blemker, Director of Search Marketing for Closed Loop, adding that this increase allows the team to generate results with lower bids and get the most out of their budget.
Shetelboim notes that Jobvite’s cost per opportunity on LinkedIn is roughly half that of their largest alternative marketing channel, while cost per inquiry is about one-quarter. Ultimately, Jobvite boosted its pipeline 4X on investment.
Not every marketer has an audience that has its own social media network, which is why LinkedIn worked so well for us. — Ronen Shetelboim, Director of Marketing, Jobvite
Noodle.ai: Scaling Marketing
Noodle.ai is an Enterprise AI® provider that enables customers to recover lost sales, reduce working capital, cut maintenance costs and gain operating efficiencies. Ranked by LinkedIn as a Top 50 U.S. startup in 2018, Noodle.ai’s mission is to create a world without waste using AI. In order to achieve this goal, Noodle.ai must shape consideration among C-level executives and attract them as prospects.
Having recently completed a Series B funding round, Noodle.ai had additional resources to scale marketing initiatives for rapid growth. Their expanding team worked to incorporate LinkedIn's sales and marketing solutions throughout their marketing efforts as a strategic partnr in helping Noodle.ai reach their elusive supply chain and manufacturing audiences.
Before long, LinkedIn became an integral source of qualified pipeline for Noodle.ai. Leads from the platform tripled. “Right now, we look to LinkedIn for about 40% of our marketing qualified leads,” Steve Moskovitz, Director of Marketing at Noodle.ai, says. LinkedIn also delivered:
- 3X more effective lead gen ROI than other methods
- Click-through rates on paid LinkedIn content 2-3X higher than industry standard
Always Be Optimizing
Paying close attention to analytics and continually making tweaks based on performance is a critical component of any successful LinkedIn marketing strategy. Commitment to this mindset has helped Noodle.ai realize outstanding ROI on their LinkedIn efforts.
According to Leslie Poston, Director of Content, Social and Community at Noodle.ai, the LinkedIn audience response to specific pieces of content is helpful in planning future content specifically designed for executives looking to understand more about Enterprise AI.
Mix and Match
Noodle.ai now finds LinkedIn to be a more cost-efficient lead generation channel than event marketing, which had previously been the company’s main source. This is a good example of an instance where two tactics can work together cohesively.
“I can say one of the deals that's going through the pipe that could be our largest in company history, potentially, is from LinkedIn,” Moskovitz says. “The prospect requested more information and we were going to be at the same event, so we were able to set up time there. Without LinkedIn, we would have just been hoping that they would come by the booth.”
Noodle also maintains tight cohesion between its organic and paid content by eliminating silos and ensuring the marketing, sales, and product teams are in sync. “We have all-hands company meetings fairly frequently to make sure that everyone's aligned on messaging,” Poston says. “We also have industry-based meetings and product-based meetings where we're constantly ensuring that we're supporting each other to reach a shared goal.”
A Deeper Impact
Noodle.ai states that its mission is “to create a world without waste.” The efficiency and sustainability made possible by their solutions help large corporations reduce CO2 emissions, material waste, power consumption, and more.
LinkedIn has been a great partner for Noodle.ai’s growing marketing initiatives, helping us achieve our top three OKRs: generating qualified leads, building brand equity, and attracting and retaining top talent. — Gail Moody-Byrd, CMO, Noodle.ai
To see first-hand how advertising on LinkedIn can boost your marketing efforts, visit Campaign Manager today.