Rohde & Schwarz fills its pipeline at 80% lower cost per lead

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Pricing

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Targeting

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Lead Generation

Qualified leads come from a quality audience on LinkedIn.

Boosting

An easy way to reach new audiences by amplifying your best content.

Conversion Tracking

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Reporting & Analytics

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Objective Based Advertising

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Rohde & Schwarz fills its pipeline at 80% lower cost per lead on LinkedIn

The challenge

Founded over 85 years ago, global technology group Rohde & Schwarz is represented in Asia Pacific through its Singapore headquarters. Its regional marketing team once struggled to grow their database of prospects due to the diversity of the region and low brand awareness.

In the past few years, however, the company’s digital transformation initiatives have brought digital marketing to the fore. Now, the Asia Pacific team uses LinkedIn to drive an impressive number of quality leads at up to 80% lower cost per lead compared to industry benchmarks.

“By relying on traditional marketing channels like tradeshows, we were missing out many prospects. We grew our marketing activity to online channels where engineers hang out so that we can educate, delight and nurture them throughout the buying journey."

Sze Ming Ng
Digital Marketing, Rohde & Schwarz

Results

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Going where audiences are

When Rohde & Schwarz’s Asia Pacific team began exploring digital marketing channels in 2018, LinkedIn was the natural choice. With full-funnel objectives of growing brand awareness, nurturing prospects and generating quality leads, the team adopted an integrated organic and paid strategy on LinkedIn.

LinkedIn checks all the boxes

Direct access to a large B2B professional audience
Trusted environment that engineers already use to search for, and consume, valuable content
Robust targeting capabilities to direct relevant content to specific audiences
Rich ad format suite for optimal engagement

Going where audiences are

Rohde & Schwarz has also discovered the power of combining different LinkedIn ad formats. Recognising that Sponsored Messages offer a personalised, trustworthy alternative to traditional email, the team uses this, together with Sponsored Content, to raise awareness and nurture audiences towards conversion. Campaign Manager makes it easy to rotate multiple ad formats within a campaign, saving them significant time and resources as well.

Quick tips for better results

Combine ad formats: Rohde & Schwarz uses Sponsored Content + Sponsored Messages to nurture audiences towards conversion
Use Lead Gen Forms: The auto-fill function makes it seamless for prospects
Keep optimising: Leverage Campaign Demographics insights to understand how ads are performing

“LinkedIn offers a great balance between the quality and cost of leads.”
- Rohde & Schwarz

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Rohde & Schwarz is a Munich-based technology group that develops, produces and sells a wide range of electronic capital goods for industry and government customers with a focus on solutions that contribute to a safer and connected world. It is recognised as a world market leader in wireless communications with a business presence in more than 70 countries globally.

HQ Location: Bayern, Germany | Number of Employees: 10,000+ | Industry: Telecommunications