Global collaborative communications leader, RingCentral was seeking smart, cost effective ways to ramp up its brand marketing activity, scale its advertising reach and connect the dots between branding and sales. With LinkedIn Audience Network, RingCentral is using LinkedIn targeting to engage more prospects, more frequently – resulting in significantly greater reach, lower costs and improved website conversions.
LinkedIn Audience Network helped RingCentral drive increased value and cost efficiencies across its entire marketing funnel. Campaigns resulted in 78x more impressions and 21x more clicks from CTOs, and 77x more impressions and 22x more clicks from IT Directors. The ability to engage targeted prospects also drove more website conversions – helping connect the dots between branding and sales activity.
increase in campaign reach
decrease in CPMs
more CTO conversions
Reach Qualified Leads
While RingCentral offers world-class cloud communications products and services, it is also competing against some of the biggest names in technology for the attention of enterprise IT decision makers and small business owners.
Historically, the business had focused on demand marketing tactics, but it wanted to ramp up brand marketing activity to build long term brand value while driving a stronger return on its online advertising investments.
RingCentral turned to LinkedIn Audience Network to extend the reach of its Sponsored Content campaigns and engage target audiences on trusted third-party websites and apps within LinkedIn’s network of publishers.
With the ability to target campaigns based on users’ job titles, job functions, and industries, RingCentral significantly boosted campaign performance. The resulting insights also gave marketers a clearer picture of the buyer journey.
Reaching more professionals, more often, across multiple touchpoints supported RingCentral in building the brand awareness it needs to compete against major technology players.
By leveraging LinkedIn’s unmatched network of decision makers, influencers, and business leaders, RingCentral could also trust campaigns were reaching the intended audience. Impressions, clicks, and conversion from target segments all increased.
As a platform, LinkedIn offers unmatched credibility with business audiences – far and above the rest. LinkedIn Audience Network only makes that offering stronger by enabling us to zero in on core audiences and engage them across other trusted sites.”
VP of Brand Activation
RingCentral, Inc. (NYSE: RNG) is a leading provider of global business cloud communications, video meetings, collaboration, and contact center solutions. Its Message Video Phone™ (MVP®) platform offers a more flexible and cost effective alternative to legacy on-premises PBX and video conferencing systems and empowers modern mobile and distributed workforces to communicate, collaborate, and connect via any mode, any device, and any location.
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