New targeting approaches and innovative ad formats helped the multi-cloud app services provider smash industry benchmarks, transform CTR and CPL, and build credibility with a critical audience.

The Challenge

•  Target the DevOps community in EMEA on LinkedIn
•  Build brand awareness and engagement for F5
•  Generate quality leads from enterprise-level businesses

The Solution

•  Bespoke targeting approach combining skills and job titles
•  Leveraging Transmission, a certified LinkedIn marketing partner for content and creative, to create best-in-class content including:
       ○  LinkedIn Sponsored Content and  video ads to drive engagement in the feed
       ○  In-depth white papers and eBooks to act as a lead generation engine
       ○  LinkedIn Conversation Ads engaging the DevOps community through its favoured messaging environment

Why LinkedIn?

•  Proven demand generation channel
•  Partnership approach, using rich insights to build bespoke audience targeting and leverage LinkedIn content experts, Transmission
•  Established thought leadership platform

Results

•  Engagement rate 462% of sector benchmark
•  High-quality leads from enterprise-level businesses with a cost per lead of 80% below benchmark