Case study - O'Reilly

For over 40 years, O’Reilly has inspired companies and individuals to build the innovations that propel the world forward. The O’Reilly learning platform offers exclusive live training, interactive learning, a certification experience, books, videos, and more, all designed to help technology professionals to develop the expertise they need. The USA-based company is now actively marketing in Asia Pacific, choosing LinkedIn as their preferred platform to drive leads from prospective B2B customers.

The Results

O’Reilly used a bottom-funnel, always-on strategy on LinkedIn to market to audiences in Australia, Hong Kong, India, Indonesia and Taiwan. They served tailored content to each audience segment, such as strategic thought leadership for decision makers and technical whitepapers for tech professionals, and discovered:

2-3x higher likelihood of conversion

for audiences who saw 6-10 impressions of their ads

3x Lead Gen Form completion rate

when they expanded targeting
criteria

65% reduction in average cost-per-lead

compared to previous quarter, from leveraging LinkedIn Insights

Success factor 1:
Warming up cold audiences

Adopted an always-on approach to build awareness and nurture audiences, especially in new markets
Optimised their reach by rotating a variety of creatives to increase ad frequency and impressions

Success factor 2:

Targeting broadly

Defined audiences by job seniority and member skills
Expanded targeting to include Senior Individual Contributors and saw lead volume jump by 2x with no impact on lead quality

Success factor 3:
Leveraging LinkedIn insights

Analysed peer activity on LinkedIn through Competitor Insights
Identified trending topics among audiences with Topic Analyser
Used Content Marketing Score to assess and optimise ad performance

"To build and expand our enterprise business presence in APAC, we are in a test-and-learn phase to cater to specific audiences in different market territories. LinkedInʼs insights have been very useful in helping us refine our strategy, especially given our modest budget. We are pleased with the results and gearing up to extend our efforts to grow in APAC."

Audrey Deng
Senior Manager, Demand Generation, International Markets (APAC)
O’Reilly

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Objective

As a relatively new entrant to Asia Pacific markets, O’Reilly is actively growing the business in their priority markets of Australia, Hong Kong, India, Indonesia and Taiwan.
Their demand generation team, based in the US, is responsible for filling the sales pipeline with high-quality leads on a modest budget.

Approach

For each market, O’Reilly runs campaigns with a high-value piece of content paired with other ad creatives. These are alternated to prevent ad fatigue.
This approach distils valuable insights on how different markets respond to the same messaging, allowing them to finetune and serve content and creatives that speaks best to each market, and at the same time laying the foundation for O’Reilly to double down on international marketing growth.

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O’Reilly's mission is to change the world by sharing the knowledge of innovators. For over 40 years, they’ve inspired companies and individuals to do new things—and do things better—by providing them with the skills and understanding that are necessary for success. View company page.

Headquarters: California, USA | No. of Employees: 201 - 500 | Industry: E-Learning Provider

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