Ad formats

technology fuelling its product, it comes as no surprise that Gorgias’ marketing efforts are entirely data-driven.

Gorgias maximises LinkedIn’s precise targeting capabilities through integrations with data activation platform Hightouch.io and

revenue attribution platform Dreamdata. These all connect back to its own data warehouse, where it tracks over 20 different

buying intent signals to target the right audience, at the right time, with the right message.

Results

In 2021, Gorgias generated a pipeline worth 7x its marketing investment on LinkedIn by driving high quality conversions in the form of demos and trials.
Conversation Ads were its best-performing direct response format, peaking at close to 80% open rate and 60% Lead Gen Form submission rate.

“By combining our own data with LinkedIn’s via partner integrations, we’re able to monitor a range of buying

intent signals and launch highly personalised campaigns to the right audiences at precisely the right time. Doing

so enabled us to build a sales pipeline worth 7x our marketing spend in 2021. The power of digital marketing lies in data, which is why we’re always looking to hire marketers with strong technical skills.”

Maxime Sutra
Growth Marketing & Demand Generation Manager
Gorgias

LinkedIn’s first-party data helps you target the audiences that matter to your business

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Challenge

• To drive pipeline by precisely targeting prospective buyers (e-commerce merchants) through highly personalised direct response campaigns
• To seed long-term demand by retargeting and nurturing warm audiences with brand and product awareness content

Solution

• Integrated LinkedIn Campaign Manager with Hightouch.io, a data activation platform and Dreamdata, a revenue attribution platform, and its own data warehouse
• Tracked 20+ buying intent signals to determine audiences’ readiness level and automatically trigger a marketing campaign with highly personalised messages delivered as Conversation Ads
• Served brand messages, product awareness content and customer stories to nurture top-funnel audiences
• Monitored account penetration and engagement rate to assess when prospects are ready to move down the funnel

Success Factors

1. Data-driven personalisation
Gorgias combined its own data with LinkedIn’s to create Custom Segments for targeting. These precise audiences were served Conversation Ads with highly personalised messages based on buying intent signals. This contributed to open rates that peaked at close to 80% and Lead Gen Form submission rates that reached 60%.

2. Partner and API integrations
Integrating its data warehouse with LinkedIn Campaign Manager, and Hightouch.io allowed Gorgias to create automated marketing flows based on buying intent signals. Leads generated from LinkedIn were connected with Dreamdata, a revenue attribution platform, to track the lead journey and assess marketing’s contribution to the business.