The enterprise software brand drove open rates of over 50% and click-to-lead conversion rates of 39% by talking directly to the needs of SMBs Size isn’t everything in business – but understanding the needs of different-sized businesses has a huge contribution to make to B2B lead generation. Investing in content to address the growth challenges of Small and Medium-sized Businesses (SMBs) generated quality leads at an exceptional rate for Sage.

Challenge

• Target key software decision-makers at Spain-based SMBs

• Generate quality leads at scale for Sage Live, the cloud-based business management solution

• Raise awareness amongst the target audience to ensure a strong conversion rate and low cost per lead (CPL)

Solution

• Campaigns targeted by company size

• eBook on the workflow changes that enable growth for SMBs

• Sponsored InMail providing a direct call-to-action to download

• Sponsored Content to raise awareness of Sage and Sage Live

Why LinkedIn:

• Building on previously successful lead generation campaigns

• Targeting capabilities to reach likely decision-makers at SMBs

• World’s leading professional content platform – and a natural environment for exchanging premium content for leads

Results

• Open rate of over 50% for Sponsored InMail

• 4.79% of those receiving InMails clicked through to Sage’s business growth eBook

• Clicks converted to leads at a rate of 39%