The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers Find out what marketing professionals around the world have to say about LinkedIn Marketing!

1. THE PROOF
IS IN
THE ROI
LinkedIn Marketing Insights
from the Pros

2. LinkedIn has been, by
far, the best channel for
generating quality leads
that convert, helping us
exceed our revenue
goals and achieve 7X
ROI.
Lin Ling
Former Growth Marketing Lead
Spigit

3. By showing targeted user
profiles next to our brand,
Dynamic Ads allow us to
send highly-targeted
messages, introducing, and
familiarizing our business
with our audience. This has
resulted in higher
engagement and an increase
in conversion rates."
Tom Metcalfe
Senior Lead Generation Executive
In Touch Networks

4. LinkedIn has been able to reach the
right audience for us, because we’re
reaching the right decision makers
within the accounts that we care
about the most.
Suma Warrier
Manager, Customer Acquisition & Personalization
ServiceNow

5. We were able to target right
down to are you a cofounder, a
CEO, or a managing director,
and that insured that we got the
quality traffic that we were
looking for which ultimately led to
leads and helped us build brand
awareness.
One of the key metrics for us
was video completion rates for
these campaigns and what we
found is that they are 3x higher
on LinkedIn compared to other
competitive platforms.
Ashleigh Patterson
Senior Director, Global Content Marketing &
Social Media
RBC Wealth Management

6. We saw tremendous
improvements this quarter.
The quality of traffic from
LinkedIn proved to be
much higher than other
social platforms, and as a
result we are seeing our
lead generation efforts
producing significant ROI.
Craig Chappell
Global Head of Digital
FireEye

7. With it’s B2B targeting
capabilities, conversion
tracking tool, and insightful
account management team,
LinkedIn acts more like an
extension of our team.
Not only were the tools
LinkedIn offered critical to a
successful campaign, but
LinkedIn and their partners
played a pivotal role in
strengthening FireEye’s
presence.
Sean Brennan
Paid Social Manager
3Q Digital

8. We serve a lot of
different audiences.
LinkedIn is the only
platform we have,
from a digital
perspective, where
we can really get
detailed on our
targeting.
Lauren Slattery
Director of Marketing, TokBox

9. When target audiences are increasingly resistant to
advertising, you have to earn their attention – and LinkedIn
has evolved into the ideal platform for doing so. By focusing
on the issues our audiences care about, we’re able to
deliver them the right customer centric content. I see this
type of approach being increasingly important to digital
marketing going forward.
Guido Smit
Product Owner Digital Media
ABN AMRO

10. Our mission at Cotton Incorporated is to increase the demand for and
profitability of cotton. LinkedIn helps us reach decision makers along
the textile supply chain and give us the opportunity to promote our
unique suite of resources from research and development, to
marketing promotions, in an effective way.
Kim Kitchings
SVP Consumer Marketing
Cotton Incorporated

11. The unique value of LinkedIn is
that it’s more than just an
awareness building channel.
We’re not just sharing content
freely; we’re able to translate it
into lead generation. And the
targeted audience for our content
means we’re seeing a much
stronger return on investment
than we ever received from pay-
per-click search advertising.
Matthew Tainton
Product Marketing Manager
Platts Petrochemicals

12. We need every demand generation dollar
we spend to have a positive effect, and
we’ve been able to do that with LinkedIn.
James Court
Formerly Demand Generation Consultant
Development Dimensions International

13. We’ve been updating our
campaign with insights gained
from LinkedIn’s conversion
tracking. At this time, 94% of
leads generated through our
campaign are sales-accepted.
Priyank Savla
Digital Marketing Manager
NetBrain

14. We love the ability to analyze
in real time and fine tune
assets to improve their
effectiveness and pivot on
strategies while the program
is running. It is truly executing
on the concept of buyer’s
journey-based marketing.
Stella Kordonis
Senior Regional Marketing Manager
Australia and New Zealand Red Hat

15. LinkedIn conversion tracking lets
us optimize our campaigns in real
time. We’ve easily been able to
adjust our programs based on
metrics that matter most.
Divya Dutt
Formerly Senior Manager for Search,
Paid Social & Nurture
Marketo

16. Our followers have increased
more than eightfold, widening
our quality captured audience
reach. We will continue to
emphasize quality, not quantity,
in building on our audience
numbers by utilizing LinkedIn’s
targeting capabilities.
Blair Abbott
Head of Global Strategic Marketing &
Business Development Division
Mirae Asset Global Investments

17. LinkedIn conversion tracking is the
key metric I use when thinking about
how to optimize our campaigns —
and it clearly shows our LinkedIn
campaign performance is almost too
good to be true.
Rick Salmon
Senior Digital Marketing Manager
ConnectWise

18. The crux of effective marketing is twofold
— the ability to develop incisive messaging
based on consumer insight, and finding
the right communication channel to
present this messaging to the consumer at
the right time and in the right context. The
success of our campaign on LinkedIn is a
culmination of these two aspects coming
together well.
Kashyap Dalal
Co-founder & Chief Business Officer
Simplilearn

19. LinkedIn sponsored
InMail delivered a 40%
conversion rate.
Frankly, it blew every
other campaign out of
the water.
Greg Apple
Head of Marketing
HelloGbye

20. One of the extraordinary things about
our InMail campaign is that we have
students starting in August who had
never heard of this program before
they received our InMail in March. In
the history of my marketing
experience at this school, I’ve never
seen us convert that quickly.
Elizabeth Hogan
Associate Dean, Global Marketing
Fuqua School of Business
Duke University

21. We hit a 48% open
rate with sponsored
InMail. We haven’t
seen open rates that
high in a long time.
Victor Lin
Formerly Digital Marketing
Manager Replicon

22. We needed to reach the niche
audience that supports the
oilfield services industry.
LinkedIn’s ability to hyper-
target this specific segment
and find key people in the
industry was a huge draw for
us.
Nicole Baron
Formerly Marketing & Communications Manager
VistaVu Solutions

23. 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 b2b
market, effectively merging our inbound
strategy with cost-effective lead
generation.
Kipp Bodnar
CMO
Hubspot

24. The purpose of the campaign was to
reach and engage the right audience
with creative content. We focused
on past LinkedIn data to
methodically identify what content
works with the target audience. The
results vindicate
our belief in the use of data to
improve performance of creative
campaigns.
Arem Mukim
Formerly Manager, Corporate Communications &
Digital Marketing
Ricoh India Ltd

25. Attracting quality students is key to the success of our
graduate business programs. The ability to target our
marketing efforts by region, expertise, and career level
made it possible to reach and engage with the precise
audience we needed.
Eric Schulz
Co-Director of Brand Management and Strategic Marketing
Utah State University

26. This combination of a
professional, active
community, and the
ability to precisely target
our messages, delivered
unparalleled ROI at scale.
Igor Belogolovsky
CEO
Clever Zebo

27. Account targeting
enabled us to increase
the scale of how many
accounts we can target,
giving us increased
exposure to our most
important customers.
Suzanne McVey
Director of Digital Marketing & Operations
Swrve

28. Targeting on LinkedIn is as
valuable as search marketing.
For TIAS, it’s as inconceivable
not to use LinkedIn as it is not
to use Google
Job van den Wildenberg
Formerly Marketing Development Manager
TIAS School for Business and Society

29. For the first time in the history of media, you can reach
the world’s professionals all in one place. More than
550M people worldwide gather on LinkedIn to stay
connected and informed, advance their careers, and
work smarter. Together they comprise the largest global
community of business professionals. These are the
decision-makers, influencers, and the leaders of today
and tomorrow — precisely the people you want to
target.
For more information, visit
https://business.linkedin.com/marketing-solutions/content-marketing/linkedin-b2b-marketing