Inspiration for Marketers

By using LinkedIn’s targeting capabilities, marketers like Heather Hildebrand can gain the most value from their Sponsored Content campaigns. “We apply both traditional digital strategies and social strategies to achieve the best results possible on LinkedIn. Here’s how: we include titles from our email database, keywords from search marketing, and Twitter handles to identify LinkedIn groups,” Hildebrand says, which increases the chances of reaching the right people. Spredfast also targets prospects in specific cities or regions for its local events: “You’ll get quality responses and it’s simple to operationalize. It's an easy win.”

Challenge

As a social media marketing company, Spredfast’s own marketers are keenly aware of the value of social for generating new, high-quality leads. However, finding social media decision makers, and using content marketing to attract their attention, proved challenging. “The titles of people who work in social media vary greatly – they might work in digital marketing, branding, or community relations,” says Heather Hildebrand, Senior Marketing Manager for Spredfast. “That made it difficult to pinpoint the right people for our campaigns.”

Solution

Spredfast sought an innovative approach that would combine traditional lead generation capabilities with more cutting-edge results – and LinkedIn Sponsored Content was the perfect solution. Spredfast targeted Sponsored Content to LinkedIn members based on job titles, LinkedIn Groups membership, and skills listed by members in their profiles.

“Skills was our most powerful targeting segment in terms of getting out content to the right people,” Hildebrand says. “This program is unique in its capability to target so precisely. It's almost like a keyword search function – but on the profiles themselves. It's incredibly powerful for marketers. We actually had a social media director call us and ask how we were able to deliver such a timely, relevant ad.”

Results

Quality: Drove qualified responses by 7X

Volume: Increased lead production by more than 500%

Engagement: Generated CTR's 4X above average

Cost: Reduced cost-per-response to 83% below average