Read this case study to know how HubSpot drives high-quality leads with Sponsored Content in the LinkedIn feed.
Sneak Peak:
Brand: HubSpot
Industry: Software
Tools Employed: LinkedIn Marketing
Outcome: 400% increase in qualified leads
Business Type: B2B
The Brand
Developer and marketer of software products for inbound marketing and sales, HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006. With its products & services the company aims provide tools for social media marketing, content management, web analytics and search engine optimization.
The Story
A pioneer in inbound marketing, Hubspot was looking to generate quality leads. In order to achieve this goal the software company used LinkedIn Sponsored Content for reaching marketing professionals with well-timed, relevant content in the LinkedIn feed. The campaign helped them with 400% more qualified leads within their target audience during the campaign period than their lead generation efforts on other platforms.
Generating traffic & Leads
With the final goal of generating traffic & leads, HubSpot wanted to target the marketing professionals in small to medium-sized businesses and engage them by sending industry-leading eBooks, webinars, and how-to guide.
Engaging the Marketing Professionals
HubSpot found LinkedIn to confer the right professional context for connecting and building relationships with marketers. The campaign helped them show their relevant content through Sponsored Content alongside organic content in members’ LinkedIn feeds. It enabled them to deliver highly visible messages to specific segment of audiences across desktop, mobile, and tablet devices.
The Sponsored Content campaign by HubSpot involved:
- Expansion of the targeted reach among the most relevant audiences for each piece of content
- Promotion of the top-performing offers in a professional context
- Strengthening of the lead generation program and capturing of the contact information
- Gaining of instant feedback on which content performed good and drove the most engagement
Campaign Screenshots
One of the largest paid lead generators during the campaign
LinkedIn Sponsored Content proved to be one of the most successful lead generation campaigns for the software solution company. It drove more qualified leads than any other paid lead generation platform during the campaign period.
- 400% more leads within their target audience than lead generation efforts on other platforms
Words by Kipp Bodnar, CMO, HubSpot
“LinkedIn’s Sponsored Content is the perfect marriage between its professional audience and our content-based approach to advertising. The tool helps surface relevant content for quality prospects in our target business-tobusiness market, effectively merging our inbound strategy with cost-effective lead generation.”
Source: LinkedIn