360Suite makes Event Ads its lead generation linchpin

Using Event Ads as the starting point for generating and nurturing leads has helped the business intelligence solutions provider generate more than 2,000 registrations and 632 Sales Qualified Leads in just six weeks.

For 360Suite, leads that start with quality engagement at virtual events are often the most valuable leads of all. The business helps customers with the adoption of business intelligence solutions, assessing cost, user adoption and data accessibility for different platforms. The extended time that its prospects spend with events, exploring how to increase the value of software from SAP and Tableau, ensures relevant, high-value conversations for sales. Streaming virtual events on LinkedIn Live and promoting them through Event Ads has dramatically accelerated the rate at which 360Suite can generate these quality leads, trebling event registrations and cutting cost per registration to just $19.

The Challenge

•   Grow registrations for 360Suite’s series of virtual events exploring the value of its SAP BusinessObjects and Tableau applications
•   Reach and engage decision-makers in key verticals like finance, healthcare and government
•   Retarget and nurture those who engage
•   Generate Sales Qualified Leads (SQLs) at scale

The Solution:

•   Streaming virtual events on LinkedIn Live
•   Event Ads targeted by skills
•   Nurture registrants with follow-up content, while also retargeting those who engage but don’t register
•   LinkedIn Lead Gen Forms capture nurtured leads from retargeting campaign

Why LinkedIn?

•   Engaging platform for virtual events
•   Event Ads providing compelling call to action
•   Ability to nurture those who register, post-event, with conversion-focused calls to action such as booking a demo
•   Quality of LinkedIn data ensures strong engagement with nurture content

The Results:

•   Promoting events with Event Ads trebled registrations at a cost per registration of $19
•   Retargeting those who registered generated Sales Qualified Leads (SQL) at a cost per lead below $50
•   Events promoted on LinkedIn generated 632 SQLs in just six weeks
•   Email follow-up campaigns using LinkedIn data generate open rates of over 50%