“With open rates as high as 48%,
LinkedIn’s Sponsored InMails knocked
the socks off our own email campaigns
– and Sponsored Updates gave
us the brand awareness we needed.”

Brett Chester
Vice President of Online Marketing
Replicon

Replicon reaches buyers at prime decision-making stage and builds quality lead pipeline

  • Challenge

    Challenge

    Reach and engage with prospects early in the buying cycle

  • Solution

    Solution

    Sponsored InMails and Sponsored Updates

  • Results

    Results

    CPL 73% lower than other channels; 48% open rate on Sponsored InMails

Challenge

Now that customers make decisions about buying software solutions much earlier in the sales cycle, the marketing team at Replicon, a SaaS workforce management solutions provider, has to reach out to prospects sooner. “We have to be engaged in buyer discussions from the beginning,” says Brett Chester, Vice President of Online Marketing for Replicon. “Then we can help shape their decisions. If we don’t reach them early enough, they’ll be choosing products based on price sensitivity, not on the value we offer.” Early conversations with prospects would also help Replicon fill its lead funnel and maintain its 40% yearly growth rate.

Solution

“Even though we have 7,800 customers, we don’t have the brand presence that some other companies in our market do,” Chester says. “We needed a combination of marketing tools that would let us expand our voice, with very little effort.” Replicon chose LinkedIn Sponsored Updates and Sponsored InMails to share individual messages with LinkedIn members, and encourage engagement on topical issues surrounding human resources and employment laws. “This gave us a one-two punch,” says Victor Lin, Replicon’s Digital Marketing Manager. “We can create a discussion on Sponsored Updates about employment laws and vacation time, and while that’s bouncing around in people’s heads, we can send them an InMail with a highly personalized message about how we can solve these problems. It’s more bang for the buck.”

Results

  • 48% open rate on Sponsored InMails
  • Sponsored InMail response rates 11X better than other social channels
  • Cost per lead 73% lower than other social channels
  • CTR on Sponsored Updates 4X LinkedIn benchmarks