Merkle x LAN Case Study | LinkedIn Marketing Solutions

Mimecast is a leading cloud cybersecurity solutions provider. Working with Merkle B2B, an agency purpose-built to help companies succeed in today’s dynamic B2B environment, they aimed to supercharge lead generation efforts in APAC. They adopted a full-funnel marketing strategy on LinkedIn and activated LinkedIn Audience Network to extend their reach and optimise ad frequency. Coupled with a robust retargeting strategy, the partners achieved 2x Lead Gen Form completion rates in just six months.

Merkle B2B adopted an always-on, full-funnel strategy on LinkedIn to meet Mimecast’s needs for quality leads. The campaign started in the LinkedIn feed only, using brand videos to build awareness and high-value content downloads and demo offers to drive conversions.
While this was producing satisfactory results, Merkle B2B recognised that while their target audience of IT decision makers is very active on LinkedIn, they were missing out on the opportunity to engage them when they visited other sites. That’s where LinkedIn Audience Network came in.

Discussions with LinkedIn Marketing Solutions allayed any brand safety concerns that Merkle B2B had from previous experiences with other audience networks. LinkedIn Audience Network only serves ads to a trusted, highly-curated suite of partner apps and sites, ensuring appropriate contextual environment for Mimecast’s ads. They can also preview how the ads will be rendered using LinkedIn Campaign Manager.

Merkle B2B’s main motivation for activating LinkedIn Audience Network was to increase brand recall among Mimecast’s target strategic account. Because LinkedIn Audience Network uses the exact same campaign targeting criteria, they were assured that they were reaching only the people who matter. In fact, LinkedIn Audience Network helped them increase clickthrough rates to Mimecast’s website by 4x at 32% lower cost per click.

As target audiences were consistently nurtured with campaign messages in the LinkedIn feed and beyond, they were better primed for retargeting. When Merkle B2B served these engaged audiences bottom-funnel conversion ads on LinkedIn, they saw a dramatic 2x uplift in Lead Gen Form completion rates with no impact on lead quality.

Since 2003, Mimecast has stopped bad things from happening to good organisations by enabling them to work protected. Mimecast empowered more than 40,000 customers to help mitigate risk and manage complexities across a threat landscape driven by malicious cyberattacks, human error, and technology fallibility. Their advanced solutions provide the proactive threat detection, brand protection, awareness training, and data retention capabilities that evolving workplaces need today. Mimecast solutions are designed to transform email and collaboration security into the eyes and ears of organisations worldwide.

Merkle B2B is a B2B agency. Merkle B2B believes that creative ideas ignite emotions in business just the same as in our everyday lives; that Media is not just about accurately hitting a target; it is about creating a moment with your customer; and that Data and MarTech ensure people receive the right information at the right time — and they actually feel something, something positive. Merkle B2B are 300 minds strong spread across Asia Pacific. Acting as one team with one mission: make B2B brands matter more — to the people that matter most.