THE CHALLENGE

When entering its priority international markets of North America and Europe as an emerging player up against established companies, Whatfix focused on pursuing ‘quick-win’ customer segments. This strategy has very been successful in enabling Whatfix to capture market share in North America and Europe. In FY21, however, the company noticed that its marketing results were beginning to plateau—an early signal that it may be exhausting its quick-win opportunities, and that a longer-term marketing strategy may be in order.

THE SOLUTION

In consultation with the LinkedIn Marketing Solutions team, Whatfix quickly took campaign-level optimisation actions in FY22. This primarily involved broadening its targeting, which had been trained on HRIS, L&D, and Sales Operations decision-makers.

Understanding that 69% of the technology buying decision in North America is now influenced by functions outside the IT department, Whatfix optimised its targeting strategy to include key buying committee member personas across the Finance, Procurement, and IT Implementation functions. This immediately tripled its audience size without compromising lead quality.

THE RESULTS

When Whatfix optimised its targeting strategy to reach the entire buying committee, it drove more leads and opportunities without compromising quality. It recorded: