Marketo captures and nurtures more leads with LinkedIn

  • Challenge

    Challenge

    Reach different audiences with unique marketing messages to generate leads

  • Solution

    Solution

    Lead Accelerator, Sponsored Updates, Sponsored InMail

  • Results

    Results

    Generated 80% more leads than standard retargeting; exceeded event registration goal by 46%

Challenge

As creators of marketing automation software, Marketo’s own marketing team is always on the lookout for the latest and smartest ways to reach prospects and generate leads. “We’re always evaluating and re-evaluating what’s out there,” explains Mike Tomita, Marketo’s Senior Manager for Web Marketing.

The company needed a way to deliver relevant content to a diverse set of audiences, and keep them engaged throughout long sales cycles. “For large companies, we have to show that our solutions are powerful enough for the enterprise,” says Tomita. “At the same time, we have to let smaller companies know that our products are easy to use. We have to send different messages to different audiences to address their unique needs.”

Solution

Marketo chose LinkedIn Sponsored Updates to engage with its target audience: marketers in industries such as healthcare, education, and financial services. The company used similar targeting with Sponsored InMail to send concise and personalized invites and drive registrations to one of its annual online events.

As Marketo refined its strategies for using targeted content to engage with prospects, the company added LinkedIn Lead Accelerator to the marketing mix. Lead Accelerator enabled Marketo to nurture its anonymous website visitors and known contacts from its database (using Marketo’s own Ad Bridge product integration), reaching them across the web with targeted display and social ads, including LinkedIn Sponsored Updates.

By using Lead Accelerator, Sponsored Updates, and Sponsored InMail together, Marketo is engaging more deeply with prospects. “Our ROI and investment-per-lead numbers already look good, but we’re gaining momentum by using all of LinkedIn’s solutions together – it’s helping us get full-funnel coverage,” Tomita says.

Results

  • Sponsored InMail: Generated 440 event registrations vs. goal of 300
  • Lead Accelerator: Generated 80% more leads at a 70% lower investment per lead compared to standard retargeting