A Partner That Delivers Quality Leads
Highfive makes meetings awesome with insanely simple video conferencing built for your meeting rooms. With a combination of lightweight hardware and intuitive cloud software, Highfive delivers high-quality collaboration and video conferencing to enterprise companies across the United States and Canada. When looking for a digital marketing solution, Highfive needed new strategies to break through an extremely competitive market and reach very specific audiences who aren't actively looking for a new video conferencing provider. After discussing their options, they partnered with LinkedIn Marketing Solutions to leverage Sponsored Content, targeting business professionals focused on IT purchasing.
Targeting the Right Content to the Right Person – at the Right Time
It was obvious to Highfive that they needed to take advantage of LinkedIn’s comprehensive targeting opportunities in order to reach the large organization, IT decision-maker audience. Collaborating with LinkedIn’s account team, Highfive chose to activate multiple content campaigns targeting an array of functions including IT, C-suite, and operations. They also tested various job functions and company sizes while optimizing targeting parameters. The goal of each campaign was to proactively reach new contacts, explain the benefits of Highfive’s software and drive them to convert and sign up for a free trial. Highfive knew that simple setup was the key to a successful campaign, but, while A/B testing for maximum effectiveness, Highfive’s decision to use bold and controversial creative fueled additional engagement.
Business Impact That Exceeds Expectations
Initially focusing on top-of-funnel content with social advertising and LinkedIn Sponsored Content, Highfive saw noteworthy success at the bottom of their purchase funnel. This drove prospective customers to sign up for free trials, and the amount of converted prospects became crucial to their success. The impact Highfive saw on LinkedIn far exceeded results they had achieved on other outlets prior. Since kicking off advertising success with LinkedIn Marketing Solutions, Highfive is also seeing:
Increased leads directly attributable to sponsored content
Increased LinkedIn-attributable leads from direct and organic search traffic
Increased organic followers on Highfive’s company page LinkedIn has become Highfive’s farthest-reaching organic social channel, receiving 10X the number of organic impressions vs. other social media outlets they’ve implemented. Highfive continues to receive two organic search leads for every one incremental LinkedIn lead, and the engagement they receive on their ads drives additional brand awareness through comments, shares and likes.
“LinkedIn has had an incredible impact on our organic search and direct leads. We saw that, on average, Highfive gets approximately two organic leads for every incremental LinkedIn lead.” Clayton Pritchard, Growth Marketing Manager, Highfive
Taking Full Advantage of a LinkedIn Partnership Now that Highfive’s brand is receiving recognition, they’ve become a competing player in their vast market. To build off this momentum, Highfive extended their partnership with LinkedIn Marketing Solutions to further optimize their creative ad strategy and focus on even stronger engagement. With a steady volume of impressions and conversions, Highfive will continue using LinkedIn as their primary channel to:
Test new messaging
Run a series of messaging A/B tests
Create fresh, impactful, creative ads
