Read this case study to know how a software company CA Technologies used LinkedIn Dynamic Ad campaign for delivering higher quality leads at a lower cost.
Information Technology (Software)
11.3% conversion rate; 68% lower CPL than other social channels during this campaign
The Brand & the Story
One of the largest independent software corporations in the world, CA Technologies is an American, multinational, publicly held company headquartered in New York City. The software company was formerly known as Computer Associates International, Inc. and CA, Inc. Earlier the company used to create applications software and now systems software that runs in mainframe, distributed computing, virtual machine and cloud computing environments.
The software company wanted to generate high-quality leads among technology decision-makers and boost conversion rates for which it used Dynamic Ads personalized with LinkedIn member profile pictures for driving the content downloads. The company saw 11.3% conversion rate at 68% lower cost per lead than other social channels during this campaign.
Getting leads that convert
The marketing team at CA Technologies Used LinkedIn Marketing And created relevant and downloadable content that targeted the high-level IT decision-makers for driving leads for its enterprise software solutions. The actual challenge was the conversion of these high-quality leads from the clicks.
The Challenge: Words by Andrew Spoeth, Head of Social Media Marketing, CA Technologies
“Whitepaper downloads help us capture leads for CA Technologies—but for these leads to be effective, we needed to encourage not just click-throughs to our landing page, but conversions.”
“We were getting clicks on other social channels, but people were not moving through to convert.”
“We didn’t have much flexibility to change our landing page—so we needed to find another way to attract the right leads.”
An only one of its kind ad solution
The CA team made use of LinkedIn Dynamic Ads that coalesce members’ profile images with a brand’s name and message.
The Solution: Words by Andrew Spoeth, Head of Social Media Marketing, CA Technologies
”The native ads are visually appealing and eye-catching, since they include a profile picture—they also allow us to include more ad copy, which helps us better promote our content.”
Achieving results that matter
The CA Dynamic Ads campaign results demonstrated the significance of tracking ad results beyond the click generating a huge 11.3 percent conversion rate at a cost per lead that was 68 percent less than other social channels.
The Success: Words by Andrew Spoeth, Head of Social Media Marketing, CA Technologies
“Quality leads bring us better conversions for our social campaigns—and LinkedIn’s targeting capabilities ensure that our ads get seen by the audiences most receptive to our message.”
“In fact, we’ve shifted marketing budget away from other social channels to LinkedIn because of these exceptional results.”
Words by Andrew Spoeth, Head of Social Media Marketing, CA Technologies
“Our LinkedIn campaigns succeed because we’re connecting with a professional audience with a business mindset.
And since Dynamic Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.”