Generating Quality Leads While Optimizing Cost
As a global leader in intelligence-led security-as-a-service, FireEye’s lead generation efforts are robust. Spanning the entire digital realm—from display advertising to email to both organic search and paid social media—FireEye focuses on driving maximum quality leads to their sales team. However, despite the depth and breadth of their efforts, FireEye were determined to improve the cost per lead to reach and engage their target audience while increasing conversions. Adding to this challenge, FireEye sought a $75-or-less cost per lead (CPL) threshold as part of their campaign objectives.
Partnering for Success
To create a winning lead generation campaign targeting technology decision makers, while optimizing CPL, FireEye used LinkedIn Sponsored Content and Conversion Tracking to reach IT executives. By leveraging these products in tandem with in-house ad targeting, FireEye was able to drastically improve conversion rates and CPL results.
Right Person, Right Content, Right Time
Using data from previous business quarters, FireEye worked with LinkedIn to reach specialized IT security audiences by targeting enterprise-level managers across specific regions. For holistic measurement, and to reach critical mass, FireEye set up LinkedIn Conversion Tracking and beta tested conversion point pixels with capture view-through data—a metric FireEye was unable to obtain before. Furthermore, AdStage, a LinkedIn API partner and effective campaign management platform, helped increase pacing at the most critical times. By reporting on first-party rather than third-party data while working with AdStage, FireEye’s strengthened metrics were more quickly optimized to gain greater return on ad spend.
“Heading into the new quarter, we focused on the need to engage with technology decision makers whilst improving our conversions and ROI. LinkedIn was instrumental in achieving our goals. In partnership with our agency, Just Media Inc., we were able to prove that LinkedIn is a valuable tactic in our lead generation.”
Taking Full Advantage of a LinkedIn Partnership
Buoyed by their success so far, FireEye has mapped out next steps, including:
Targeting expansion to other IT security member groups and job titles in 2017
Activating a new retargeting campaign on LinkedIn
Refining copy and creative tailored to the IT executive based on campaign learnings
Continuing to utilize LinkedIn’s Conversion Tracking and the account management team to obtain the most of what LinkedIn has to offer
