The Challenge

• How are businesses approaching the task of designing a future-ready workforce? How are they balancing the needs of remote working, cyber security and business continuity? As organisations re-imagine the way that they connect and collaborate, which are the priorities that are influencing their plans?

The Solution

• VMware wanted to explore different options for using content to start conversations – and discover how IT decision-makers’ plans were taking shape
• VMware and Transmission identified LinkedIn Conversation Ads as the ideal opportunity for this type of interactive dialogue

Why LinkedIn?

• LinkedIn Conversation Ads enabled VMware to target a similar audience to its existing, always-on Digital Workspace campaign.
• This meant that it could build on brand awareness and engage decision-makers with more in-depth messaging in the LinkedIn Messaging environment.
• The Conversation Ads invited tech buyers to choose between different content assets, generating valuable insight on their priorities. Adding LinkedIn Lead Gen Forms was another innovative move that shortened the path to valuable content – and helped to make VMware’s Conversations Ads campaign one of the most effective uses of the format yet.

Results

• The ads enabled regional sales leads to introduce themselves and offer users a choice of relevant case studies and eBook guides
• Integrated LinkedIn Lead Gen Forms gave easy access to resources without the need to leave the LinkedIn environment
• The campaign delivered an open rate of over 65%, more than double benchmark
• The click-to-open rate of 6.79% also doubled benchmark and kept prospects moving through the funnel
• A 50% completion rate for Lead Gen Forms helped the campaign drive leads at a cost per lead (CPL) of just $92, far lower than expected