Read this case study to know how How RedPoints grew its turnover by 300% by distributing content in the LinkedIn feed.
Sneak Peak:
Brand: RedPoints
Industry: Software
Tools Employed: LinkedIn Marketing
Outcome: 300% increase in turnover
Business Type: B2B
The Challenge: “Change the way IP is protected online!”
The main challenges in front of the Red Points marketing team was driving awareness for their Saas solution and growing sales volume for which they wanted to integrate marketing and sales strategy in order to generate high quality leads and more opportunities for the sales team. The team also wanted its potential customer base to consider a new approach to IP protection introduced by Red Points. Their key challenge was
Strategy behind distributing distinguished content in LinkedIn Feed: By Team Redpoints
- Sponsored Content in the LinkedIn feed
- Specific content assets tailored to the IP needs of different sectors
- LinkedIn Lead Gen Forms Testing-led approach
Educating the potential customers about a solution they’re not even searching for!
It is not at all easy to protect the Intellectual Property of any major brand and that it requires a large workforce especially with teams of lawyers screening the eCommerce platform, trying to classify the counterfeit products and asking for their removal.
Red Points however had a clear idea as to how their inventive Software as a Service (SaaS) platform can change the way IP is protected online. They went ahead with LinkedIn marketing and engaged targeted audiences with customized content in the LinkedIn feed that generated appropriate awareness and consideration among those who even were not searching for the product. As a result of the campaign, they could grow turnover by 300%.
Reaching the targeted audiences online who didn’t even know RedPoints solution existed!
It was the key challenge for Red Points’ Head of Demand Generation, Marc Gassó.
“Brand protection managers already had a manual solution in place, so they weren’t searching for something new,” explains Marc. “We needed to put content in front of these audiences that could demonstrate the advantages of a different approach – and that meant being able to target them effectively.”
The credit must go to LinkedIn’s range of targeting parameters that enabled Team – Red Points and their marketing agency Magnetica in reaching their very specialist audience and that too precisely at scale.
“LinkedIn makes life a lot easier when it comes to finding your ideal persona,” says Marcel Odena, General Director at Magnetica Advertising.
“People working in brand protection don’t tend to have consistent titles, but with LinkedIn you’re able to use attributes like industry, years of experience and skills to reach the right audience at scale – and you can then tailor content specifically to them, which is one of the keys to our success in terms of qualified lead generation,” says Gordon Mcconell, Content Manager at Red Points.
Clubbing targeting and testing to drive awareness
It didn’t take much time for Marc and the team to grasp as to how helpful was the content customized according to the needs of specific sector in driving greatest engagement.
“It’s a challenge to create relevant content for each of our specific target segments, but since we’ve focused on that approach we’ve seen much higher conversion rates,” he says.
“Rolling out more segmented content means we are running up to 25 active campaigns at once – and that also enables us to switch budget to those performing best.”
The team could significantly increase the volume of leads due to the right clubbing of targeting customized content and testing the results simultaneously. This not only lead to a very productive lead generation but also contributed to an increase in turnover of 300% year-on-year.
“LinkedIn has contributed the highest quality leads that we’ve seen,” says Marcel. “We are now qualifying over half of the leads that we generate – and that’s been a major contribution to the growth of the business.”
Why LinkedIn?
- Offered rich profile targeting for reaching a specialist audience at scale
- Allowed customization of content to perform specific targeting of sectors
- Presented LinkedIn Lead Gen Forms for a more effective lead generation
Outcome:
- The campaign surpassed all lead generation targets
- Over 50% of all leads that were generated through LinkedIn marketing were qualified leads
- 300% increase in turnover
Words by Toni Perez, CMO & VP of product, Red Points
“Our customers are on LinkedIn – and LinkedIn Marketing Solutions have given us the tools for engaging them. We’ve been able to implement a successful account-based marketing and lead generation strategy, and provide a constant flow of Sales Accepted Leads to our Inside Sales Team.”
Words by Marc Gassó, Head of Demand Generation, Red Points
“LinkedIn is providing the best lead quality we’ve ever had. We will definitely continue to use LinkedIn to help us expand to new markets and new ICPs – and we’ll be looking to increase the number of campaigns that we run.”
Source: LinkedIn