Neuberger Berman is an employee-owned investment fund manager with a broad range of specialist funds and a strong institutional customer base. Its greatest growth opportunity lies in building awareness and forming relationships with the financial advisor community, giving access to new markets of potential investors. This is particularly true of Italy, where the fund was looking to increase its share of voice across the country’s more than 30,000 active advisors.

Video Ads on LinkedIn enabled Neuberger Berman to build excitement and interest around its range of Thematic Investment funds, which package together investments in sectors likely to benefit from the roll-out of 5G technology. Powered by LinkedIn data, the marketing team were able to target the financial advisors most likely to respond, and retarget those who watched more than 30% of the films. Doing so helped to generate a 4.13% engagement rate – and drove leads at a CPL 61% below industry benchmarks.

The Challenge:

•   Increase Share of Voice among Italy’s more than 30,000 financial advisors
•   Grow Neuberger Berman’s distribution list of financial advisor contacts
•   Generate engagement and opportunities for sales

The Solution:

•   Video Ads establishing Neuberger Berman’s thought leadership on 5G and raising interest in its specialist 5G investment fund
•   Campaign targeting financial advisors working with banks that distribute Neuberger Berman’s funds
•   Retargeting those who watch more than 30% of the videos with white papers on 5G investment opportunities
•   Integrated LinkedIn Lead Gen Forms

Why LinkedIn?

•   Powerful reach among the financial advisor community
•   Ability to target those most likely to respond – and retarget those engaging
•   Proven video content platform 

Results:

•   4.13% engagement rate, 5x greater than industry benchmark
•   More than 2,400 clicks at a click-through rate (CTR) of 1.66%
•   Cost per lead (CPL) 61% below industry benchmarks