The Challenge

• The Covid-19 pandemic has made transformation an urgent priority for businesses. More than ever, they need a digital foundation that enables them to keep adapting with confidence – and without adding to the disruption
• Changes to the tech buying journey are emphasising the fact that this digital foundation is now everybody’s business. Expanded tech buying committees include new types of influencers and decision-makers who research their options and facilitate IT purchases in new ways. And all of this is happening faster than before

The Solution

• Transmission used LinkedIn’s integration with Adobe Audience Segments to build a relevant audience of network specialists for VMware’s campaign. LinkedIn retargeting then enabled the team to identify and respond to the audience members who engaged with VMware content around network security
• The campaign nurtured these potential advocates with bold Sponsored Content messages about how to make a business case for VCN investment. Retargeting based on intent transformed click-through rate (CTR), halved the expected cost per lead (CPL) and helped address a key barrier to purchase

Why LinkedIn?

• LinkedIn’s integration with Adobe Audience Segments helped to build an audience of relevant network specialists
• “Knowing who we were targeting and what signs of interest they had shown made a huge difference. These are some of the lowest CPLs we’ve achieved – and it’s definitely a tactic that we’ll be adopting more widely going forward.” – Kristina Durantet - Senior Digital Marketing Consultant EMEA at VMware

Results

• The campaign drove close to 2,000 clicks and a click through rate (CTR) almost 3x industry benchmarks
• The campaign generated 215 leads at a cost per lead (CPL) close to half that expected