WorkMotion Customer Success Story | LinkedIn Marketing Solutions

“Because we market internationally, we recognise that our audience of HR professionals deal with country-specific talent regulations and work cultures. To create localised content that is valuable to them, we listen closely to what our sales team and prospects tell us. We bring this onto LinkedIn, using the platform’s targeting capabilities and suite of ad formats to nurture our audiences from awareness to consideration and finally, conversion. We find that this strategy works much better than our previous approach of focusing purely on lead generation.”

Challenges

To support ambitious business growth plans by generating a pipeline of high-quality and high-intent leads and demo requests
To create effective, localised marketing campaigns in a growing number of new, international markets where regulatory requirements, work culture and attitudes can vary significantly

Solution

Having seen limited success with lead generation campaigns on LinkedIn, WorkMotion’s marketing team began working closely with LinkedIn Marketing Solutions to develop a structured, full-funnel approach.
They started tracking engagement metrics at every stage of the funnel, instead of looking only at bottom-of-funnel results like cost-per-lead. This helped them understand where prospects are in the customer journey and determine what content would help nurture these engaged prospects towards conversion.

1. Effective marketing localisation
When WorkMotion ran the same campaign in seven different markets with only the language localised, performance varied significantly. This signalled the importance of adapting their content to fit local market nuances, such as attitudes towards remote work arrangements.

2. Mastering LinkedIn as a marketing channel
WorkMotion uses an extensive testing framework as part of its learning journey on LinkedIn. The team regularly tests different audience targeting, ad formats, creatives and post copy to find their ‘marketing sweet spot’. In one example, they hyper-scaled a campaign and saw a 7X increase in leads generated within three weeks, thereby achieving greater budget efficiency.

Testing, learning and
succeeding on LinkedIn

Results

Challenges

Solution

Success Factors

Testing, learning andsucceeding on LinkedIn

Results

Challenges

Solution

Success Factors

Testing, learning and
succeeding on LinkedIn