With a range of new releases in the pipeline for its hero PRTG software, Paessler AG and direct interactive needed a way to scale their lead generation activities and drive new levels of awareness, while reducing cost per lead (CPL).
LinkedIn’s professional audience and unique targeting capabilities were an obvious solution. “We’d had successful campaigns on other platforms in the past, but we wanted to experiment with targeting professionals on LinkedIn,” says direct interactive’s Senior Online Marketing Manager Franziska Stöhr. “Paessler AG produces some great blog posts and really engaging content, and so we started by using this content to build awareness and sponsoring it to see where we could drive the greatest engagement. Then, after six months, we started to build on this with our lead generation activity.”
Franziska and the team experimented with a range of targeting strategies, to identify the most effective approach to engaging their audience of system administrators. “We ran several different campaigns using different targeting facets and then optimised around those that worked best,” explains Franziska. “It helped that we had some very engaging content ideas and formats. We created very useful content about what to do when an employee leaves a company, and a video about the stupid questions that system administrators get asked. We were able to drive down our cost per click (CPC) consistently, and our ‘stupid questions’ video drove a click through rate (CTR) of 2.35%.”