OpenDNS, now Cisco Umbrella, is a cloud security platform that provides the first line of defense against threats on the internet, wherever users go, by using the internet’s infrastructure to block malicious destinations before a connection is ever established.
OpenDNS runs LinkedIn Sponsored Content ads and measures success of its advertising efforts using downstream revenue and sales pipeline KPIs. However, without the use of a marketing analytics platform that was integrated with LinkedIn, they were unable to track and measure the performance of their LinkedIn campaigns and creatives against key business metrics without a large amount of manual work. Prior to using Bizible, OpenDNS’s marketing team would spend hours manually linking specific pieces of content used in Sponsored Content ads to opportunities within Salesforce.
According to Joey Ta, Sr. Digital Marketing Manager at OpenDNS: “Manually stitching together LinkedIn campaigns and revenue data from Salesforce took a lot of time and I wasn’t able to optimize on the fly like I wanted to since I had to export and merge two data sources in Excel and manually analyze the data.”
OpenDNS wanted a solution that could accurately track LinkedIn Sponsored Content and allow him to move out of Excel and provide him with deeper insight into revenue performance to justify their investments. The team implemented Bizible and has been optimizing campaigns for pipeline and revenue ever since. As a result of using Bizible to track revenue and pipeline for their Sponsored Content campaigns, the team has been able to make better campaign management decisions which have led to overall improved campaign results.
Joey at OpenDNS adds: “Using Bizible to measure LinkedIn is extremely helpful. I'm now able to quickly optimize creatives and report on performance at the end of each quarter. Bizible really helped us measure our LinkedIn ads down to pipeline and revenue generated.”