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.