• To prove the effectiveness of LinkedIn as a lead generation platform
  • To raise product awareness among target audience and nurture them towards conversion as a Marketing Qualified Lead (MQL)
  • To support inside sales in turning MQLs into Sales Qualified Leads (SQLs) and Sales Accepted Leads (SALs)


  • Integrated LinkedIn Campaign Manager with LinkedIn Marketing Partners in marketing automation and CRM for seamless data flow
  • Implemented a lead scoring methodology and lead nurture programme to track lead journey
  • Ran full-funnel marketing campaigns on LinkedIn:
    • Top-funnel: Served brand awareness and product education content to a broad audience
    • Mid- and bottom-funnel: Offered actionable resources such as cyber security audit and used LinkedIn Gen Forms to capture leads
  • Ran account-based marketing (ABM) campaigns on LinkedIn for industry-specific audiences