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Effective full-funnel strategy using LinkedIn results in 34% higher CTR and 96% lower CPL for Refinitiv
One of the world's largest providers of financial market data and infrastructure, Refinitiv, enables more than 40,000 institutions in over 190 countries make critical decisions using best-in-class data and cutting edge technology. Themselves acutely aware of the power of high-quality data and technology, they wanted to make social media go beyond just top-of-the-funnel awareness, to deliver quality leads and better conversions.
Why LinkedIn?
- Laser targeting through job title, member skills, member interests and account-based marketing (ABM)
- Platform conducive to delivering thought leadership content; multiple features and right use of data
- Enables deep-funnel engagement with Matched Audience
- Efficient and compliant lead generation forms, collecting the right amount of information from interested buyers
- Multiple ad formats allowing ads to stand out, deliver better click-through rates (CTR) and result in better conversions
Challenge:
Advanced technologies and the possibilities of data have caused B2B customers to expect higher quality, customised content and engagement online. That is why Refinitiv turned to LinkedIn to ensure that their social media strategy engages the desired audience in more comprehensive ways than just top-of-the-funnel awareness. They wanted to engage prospects with valuable thought leadership content, go on to generate quality leads and then eventually achieve a high rate of conversions.
- Establish social media as an effective way to reach high quality B2B audiences
- Generate technology and data fuelled efficiency in reaching and converting audiences
- Bring efficiency into lead generation
- Integrate messaging, audience targeting and user experience to achieve better CTR
Solution:
Refinitiv used Sponsored Content to deliver thought leadership content to wider and more relevant audiences on LinkedIn.
- Confident in the relevance and power of their messaging, the team used LinkedIn's versatile ad formats to present the messages in the most impactful way. A/B testing between video and single image, helped them make their ad stand out and deliver a higher CTR.
- Sponsored Videos and Carousel Ads helped them present their well-designed banners and informative statistics to interested audiences.
- LinkedIn's flexible combination of targeting criteria helped filter down the recipients of the message to exactly those who Refinitiv wanted to engage with.
- Refinitiv activated highly customised messaging through an ABM campaign.
- They engaged audiences in the middle of the marketing funnel by remarketing using Matched Audiences
- LinkedIn's Lead Generation Forms, by being compliant with global regulations and obtaining enough information from prospective buyers, saved Refinitiv the trouble of creating their own long contact form.
Results:
Refinitiv's sustained campaigns on LinkedIn across APAC, using rich content formats and precision targeting yielded quality conversions and sizeable cost efficiencies.
- Over 10 million impressions with 0.67% average CTR via Sponsored Content campaigns
- 96% lower CPL when using Lead Generation Forms
- One successful ABM campaign yielded 34% higher CTR than other regular campaigns on the platform
- A campaign that used Lead Generation Forms yielded 54.6% better conversion rate and 58% better CTR than a campaign that did not use Lead Gen
- Refinitiv also integrated LinkedIn Lead Generation Forms with its marketing automation platform. The tracking information feeding seamlessly from LinkedIn to their internal system which allowed the Sales team to respond to leads with right context in a timely manner
About
Refinitiv, formerly the Financial & Risk business of Thomson Reuters, is one of the world’s largest providers of financial markets data and infrastructure. Serving more than 40,000 institutions in over 190 countries, we provide information, insights, and technology that drive innovation and performance in global markets. Our heritage of integrity enables our customers to make critical decisions with confidence while our best-in-class data and cutting-edge technologies enable greater opportunity. We enable the financial community to trade smarter and faster, overcome regulatory challenges, and scale intelligently.
INDUSTRY: Financial Services
NO. OF EMPLOYEES: 10,000+
HQ LOCATION: London, England
"Personal relationships play a vital role in the Asian business culture and 2020 continues with evolution in this space. However, unique events have brought new challenges. LinkedIn Marketing Solution’s data and technical capabilities enable the same tailored client engagement with meaningful content to reinforce current connections and establish new relationships, solving challenges"
Aubrey Lin
Social Marketing Lead - APAC
Refinitiv
