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LMS365 logo

Reaping returns from localised, always-on marketing

LMS365 is the only cloud-based learning platform built into Microsoft 365 and Microsoft Teams. To fuel the company’s growth ambitions, their marketing team takes on lead generation responsibilities from their headquarters in Denmark. Globally, they target priority markets of US, UK, Canada, Latin America, the DACH region, and France as well as Denmark. They leverage LinkedIn’s deep targeting capabilities and in-depth audience insights to drive localised campaigns in each market with optimal lead generation efficiency. 

The Results

LMS365 runs lead generation exclusively on LinkedIn, generating Marketing Qualified Leads (MQLs) from both always-on marketing and targeted campaigns:

74%

of MQLs from always-on marketing

2.5x

Lead Gen Form completion rate vs platform benchmarks

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Objective & Approach

  • To generate quality leads across the US, UK, Canada, LATAM, the DACH region, France and Denmark in a cost-effective manner.
  • Runs localised campaigns for each market, using high-value e-book downloads to generate leads primarily among HR and Learning & Development professionals.
  • Use campaign learnings to deepen market understanding and power an always-on marketing strategy on LinkedIn.

Success factor 1: Localised marketing

  • To test the need for localised marketing, LMS365 served both English and Danish creatives to a Danish audience.
  • While audiences on LinkedIn are presumably bilingual, the localised version generated 2x higher Lead Gen Form completion rate.
  • Leveraging this insight, LMS365 now localises all their creatives for non-native English markets.

Success factor 2: Always-on marketing

  • LMS365 created an always-on full funnel setup containing multiple variants of each creative to methodically split-test the performance of their e-book content.
  • This resulted in more leads, an increased Lead Gen Form completion rate, as well as lower Cost per Lead.

Success factor 3: Bidding strategy

  • To maximise budget mileage, No Zebra, LMS365’s digital marketing agency, uses a manual bidding strategy on LinkedIn.
  • They start with a higher bid to secure impressions, then continuously adjust the bid to find the sweet spot between lead quality and cost.

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"LinkedIn has produced fantastic results as our exclusive lead generation channel in terms of MQLs. With the support of our digital agency No Zebra and LinkedIn Marketing Solutions, we are keen on driving Sales Qualified Leads (SQLs) directly on LinkedIn as a next step. We are introducing a full-funnel approach and planning a bigger brand push as well to continuously fuel LMS365's steep growth ambition of becoming a unicorn."

Mette Olesen

Chief Marketing Officer

LMS365

Headshot of Mette Olesen

LMS365 aims to empower organisations in the modern workplace through learning. With millions of users in 60+ countries globally, it is the only cloud-based learning platform built into Microsoft 365. With its seamless integration with the host of Microsoft's modern workplace tools, LMS365 becomes more than just a platform for employee learning and training management; it becomes an all-in-one integrated learning solution for the digital age.

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LMS365 logo

Headquarters:

Århus C, Denmark

No. of Employees:

51 – 200

Industry:

Software Development

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