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Expensya

Balancing short- and long-term lead generation on LinkedIn

Expensya is a web and mobile solution that automates every stage of the business spend management process for companies regardless of size or sector. With a relatively long sales cycle to contend with, Expensya’s demand generation team turns to LinkedIn to balance their need to deliver high-quality, ready leads in the short term while filling their marketing funnel by nurturing prospects for the future.

Results

Expensya takes a dual approach on LinkedIn, nurturing a broad base of cold leads alongside targeted acquisition campaigns, producing:

4X

Lead generation volume with broad targeting

2X

Lead generation efficiency with narrow targeting

Results

“We take a two-pronged approach on LinkedIn. To help fill our sales pipeline now, we run very personalised lead generation campaigns targeted at high-intent decision-makers, who are typically CEOs, CFOs and accountants. At the same time, we use broad, top-funnel campaigns to engage cold leads. This helps us raise awareness and deepen product consideration as we nurture prospects until they are ready to be converted.”

Olivier Gallet Raffaelly

Olivier Gallet Raffaelly
Paid Acquisition Team Leader, Expensya

Objective

  •  Expensya’s demand generation team has the dual objective of generating high-quality leads in the short term to fill its sales pipeline while nurturing future prospects for the long term. This is necessary because of specific sales cycles, especially when converting mid-market and enterprise customers. 
  • At the same time, the team is supporting Expensya’s international growth plans and expanding its reach beyond its home market of France and into new European markets like Spain and Germany. 

Solution

The Expensya team developed a two-pronged approach on LinkedIn: 

 
  • To create demand for the future, they nurture a wide audience using premium content such as e-books and infographics. This produces a large volume of cold leads for long-term nurturing.
  • To capture demand at present, they target high-intent senior decision-makers with acquisition messages. Because this is more targeted, Lead Gen Form completion rates tend to be 2X higher compared to cold leads.

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Success Factors

Expensya credits its marketing success on LinkedIn to four key factors:

1. Leveraging LinkedIn’s user-provided, first-party data for precise targeting: This has enabled the company to clearly define its audiences and serve the right messages to them, at the right time. 

2. Sharing quality content that its audience appreciates: Expensya found that when it shares relevant content, campaign performance increases because audiences find value in engaging with its ads. 

3. Optimising reach and frequency: Taking LinkedIn Marketing Solutions’ advice, Expensya ensures that it has 4 to 5 creatives running at any one point. This ensures that it achieves both ad reach and frequency, which builds better brand recall and therefore performance.

4. Using a mix of ad formats: Expensya makes full use of LinkedIn’s suite of ad formats, deploying Sponsored Content alongside Lead Gen Forms, depending on its objective, message and audience. 

“LinkedIn is the only acquisition channel where we can be certain that we are targeting the right companies and decision-makers.”

Olivier Gallet Raffaelly

Olivier Gallet Raffaelly, Paid Acquisition Team Leader, Expensya

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Expensya is a web and mobile solution that automates expense reports management for professionals. It is the only cutting-edge software that is also adapted for the most complex processes and connected to travel solutions, accounting, payment and VAT recovery. Expensya has attracted more than 5,000 companies in over 100 countries and is currently processing over €30 million in expenses each week. The app is translated in eight languages and adapts to the local accounting rules of approximately fifty countries, and to the specific needs of companies. View company page.

Headquarters: Paris, France | No. of Employees: 51 – 200 | Industry: Computer Software

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