Lucid

Their product suite helps teams collaborate virtually, using a shared visual experience to clarify complex ideas and align seamlessly on projects from anywhere in the world.

Using intelligent integrations, and exceptional data analysis, Lucid’s marketing team has maximized LinkedIn’s strengths. Their full-funnel brand-to-demand strategy has helped them increase monthly individual sign-ups, increase their lead gen completion rate by 120% YoY and decrease their cost per lead (CPL) by 72% while increasing their overall spend.

Lucid drives leads using bottom-up (or Product-Led Growth) and top-down (Thought Leadership and Account-Based Marketing) approaches.

In the bottom-up strategy, Lucid uses paid ads to drive brand and category awareness to users and small teams by marketing relevant use cases to different personas.

For Lucid’s top-down initiatives, the team uses gated guides and thought leadership blogs to become catalysts for digital transformation that key decision-makers take notice of.

Lucid also uses stand-out video creative to capture their audience's attention. They rigorously test many variations of their video content via channels like Google and YouTube. Once they’ve found what works best for these broader audiences, they use the winning videos as highly targeted ads on LinkedIn, which nurture their audiences and increase conversion rates.

72% decrease in CPL YoY
120% increase in Lead Gen Completion Rate YoY
229% increase in Brand Awareness investment YoY
48% decrease in Conversation Ad CPL in 5 months ($442 in Nov ‘22 to $214 in Apr ‘23)
6% lift on video ads via LinkedIn compared to other channels
$15 to $70 cost per activation on text and sponsored content ads

“

Our ability to get engagement at the Director, VP, and CXO level at very large organizations has been really interesting to me. Our click rates at the CXO level are highest. These are Fortune 1000 companies! Very senior people are aware of our content and are reading our content more than ever before. We’re nailing the messaging to be hitting some of these really senior folks."

TJ Nokleby
Director of Demand Generation, Lucid Software
“

If you think about other platforms, they exist for a specific reason, but it isn’t necessarily for business. On LinkedIn, people are on the platform with very specific B2B intent in most cases. So, I think the benefit of targeting and contextual relevance means that the ads resonate a bit more."

Harley Ringer
Senior Director of Digital Marketing, Lucid Software

Lucid Software is the leader in visual collaboration, helping teams see and build the future from idea to reality. With its products—Lucidchart, Lucidspark, and Lucidscale—teams can align around a shared vision, clarify complexity, and collaborate visually, no matter where they're located. Top businesses use Lucid's products all around the world, including customers such as Google, GE and NBC Universal, and 99% of the Fortune 500. Lucid's partners include industry leaders such as Google, Atlassian and Microsoft. Since the company's founding, it has received numerous awards for its products, business and workplace culture.

How Lucid Software Increased Their Lead Gen Completion Rate by 120% YoY Using a Full-Funnel Brand-to-Demand Strategy

Challenge

● Build a full-funnel strategy, with an emphasis on video creative, to generate brand awareness and increase lead volume.
● Reach a qualified audience and drive engagement across senior-level employees when they are in a business mindset.

Lucid’s Methodology

Campaign Results

The LinkedIn Edge