“LinkedIn is keeping our sales team busy
with a steady stream of new leads.”

Trevor Dantas
Vice President of Marketing
Toshiba of Canada

Toshiba of Canada chooses LinkedIn to raise awareness of business notebooks and fill sales pipeline

  • Challenge


    Rebuild awareness of business notebooks

  • Solution


     Sponsored Updates, Display Ads, Sponsored InMail

  • Results


    Sales teams scheduled hundreds of meetings with prospects



Toshiba of Canada’s business notebooks are built to handle the performance and security demands of professional users – but since the company’s earlier marketing campaigns were mostly built around its consumer products, professional customers were not as aware of the benefits of the business lineup. Toshiba had shifted out of the consumer electronics market in Canada to focus solely on business buyers, and was gearing up for a brand awareness and lead generation campaign focusing on its B2B notebooks.

“We knew that enterprise IT professionals were our target market, since they could influence large technology purchases in their companies” says Trevor Dantas, Vice President of Marketing for Toshiba of Canada. “But since we weren’t top of mind with this audience, we had to engage them with a fresh approach and also educate them on the advantages of our notebooks.”


With guidance from 360 Leads, Toshiba of Canada’s lead generation partner, the company created campaigns positioning IT professionals as “unsung heroes” dealing with day-to-day technology challenges, and inviting them to find out how Toshiba could make their jobs easier. Toshiba and 360 Leads chose LinkedIn Display Ads, Sponsored Updates, and Sponsored InMail as part of the marketing mix to help deliver this targeted content to IT professionals.

Toshiba wanted to offer its target audience free coffee mugs reading “World’s #1 IT Guy” or “World’s #1 IT Gal” — and needed to get the word out to IT people that the mugs were available. The company began by using Sponsored Updates and fun headlines to get attention – such as, “Mr. Awesome IT Guy, your mug is ready.” Display Ads showed people holding the mugs, and used the tagline “Free mug! Show ’em you kick IT butt,” while Sponsored InMail messages invited recipients to “Become the office hero.” All of the LinkedIn solutions drove IT professionals to a landing page where they could fill out a form to receive their mugs and learn more about Toshiba’s business notebooks.


  • Sales teams scheduled hundreds of meetings with prospects
  • Delivered leads at a 25% lower cost than other channels
  • Sponsored InMail CTR 2X the LinkedIn average
  • LinkedIn drove 7% of new and qualified leads