"LinkedIn is one of our most valuable channels for qualified leads. We can access the broadest possible community of professionals, and target them with precision"

Chris Bolman
Director of Growth
Percolate

Percolate generates quality leads by delivering targeted content, using LinkedIn Sponsored Updates

  • Challenge

    Challenge

    Tailor thought leadership content to different audiences

  • Solution

    Solution

    Sponsored Updates and precise targeting

  • Results

    Results

    High-quality leads, clickthrough engagement rates exceeding LinkedIn benchmarks

Challenge

As a central operating system for managing marketing and advertising campaigns, Percolate's software is used by a wide swath of professionals – everyone from marketing and digital professionals to legal and PR teams. That adds complexity to Percolate's sales cycle, says Chris Bolman, Percolate's Director of Growth. "There are many stakeholders in every sales deal, and we have to tailor messaging to multiple buyer types," Bolman says. "They all have different questions about our capabilities."

Solution

"We're content‐based marketers – we blog, we offer webinars and develop original research," Bolman says. "Sponsored Updates were a natural fit." Not only can Percolate's marketers share resources that educate and inform prospective customers, they can carefully target the updates to reach precise audiences with personalized creative from Percolate. For example, a report on "Defining the Modern CMO" won clear interest from marketing executives, while a report on "The 50 Most Important Marketing Charts of 2014" had broad appeal across Percolate's target audiences.

By testing and refining updates over time, Percolate steadily improves engagement to reach more of its target audience over the course of a campaign. "We learn from every piece of creative we develop," Bolman says. "We gain intelligence about our prospects that we're able to feed back into the campaign and our editorial process to improve our future results."

Results

  • LinkedIn is Percolate’s top generator of leads from downloaded content
  • Percolate’s average clickthrough rate is more than 91% above LinkedIn benchmarks (top‐performing campaigns exceed LinkedIn’s benchmarks by more than 4.5X)
  • Average engagement rate is more than 30% above LinkedIn benchmarks
  • More than 3X increase in Company Page followers