Read this case study to know how HubSpot generated 400% more leads through Sponsored Content in the LinkedIn feed in comparison to any other paid media platforms.
Industry: Software & Service
Tool Used: LinkedIn Marketing
Result: 400% more leads solely through LinkedIn Sponsored Content.
Business Type: B2 B
The Brand & the Story
HubSpot is a company based in Cambridge, Massachusetts that develops and markets a software product for inbound marketing also called HubSpot. A pioneer of inbound marketing, HubSpot wanted to generate more quality leads and to reach marketing professional the brand made use of LinkedIn Sponsored Content with the well-timed delivery of relevant content in the LinkedIn feed. The software company exhibited the generation of more qualified leads through LinkedIn than any other paid lead generation platform while the campaign went on.
HubSpot’s objective behind LinkedIn Marketing
The challenge before HubSpot was to engage marketing professionals belonging to small & medium-sized businesses with the crucial goal of generating traffic and leads for which the company targeted them with how-to guides, industry-leading ebooks and webinars.
HubSpot’s strategy for LinkedIn Marketing
Through LinkedIn the right professional context was provided for HubSpot that helped it connect and build relationships with marketers. The team made sure that the Sponsored Content is posted relevantly to complement the organic content in members’ LinkedIn feeds and it delivers highly visible messages to a particular segment of audiences across desktop, mobile, and tablet devices.
As part of their Sponsored Content campaign:
- HubSpots targeted reach was expanded among the most relevant audiences for each piece of content
- Top-performing offers were promoted in a professional context
- Company’s lead generation program was strengthened and contact information was captured
- Instant feedback was gained as to which content drove the most engagement
LinkedIn Sponsored Content proved to be one of the most successful lead generation campaigns for HubSpot as the quality of leads it generated was much higher than any other paid media platforms. The company generated 400% more leads within their target audience in comparison to 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-to-business market, effectively merging our inbound strategy with cost-effective lead generation.”