LinkedIn Ads · Retargeting · Premium contentPublished by HubSpot (opens in a new tab)
Devoteam
Enterprise digital consulting
Global consulting firm specializing in cloud, cybersecurity and data strategy. Devoteam’s marketing team ran this campaign with Ad’s up Consulting. The audience and budget figures below come from HubSpot’s write-up: they describe the context, not growth the campaign produced.
Campaign context
- Share of its social media budget Devoteam put on LinkedIn
- 90%
- Devoteam’s LinkedIn followers at the time of the case study
- 530K+
Measured results
3x
more LinkedIn Ads leads in 2023 than in 2022 (3,067 leads)
Challenge
Devoteam wanted qualified B2B leads from its TechRadar, a guide to 150 emerging technologies with a cloud-native focus. Its usual campaigns weren’t converting in enough volume.
My role
- Advised Devoteam’s team as their LinkedIn Account Director; putting 90% of the social media budget on LinkedIn was their own decision
- Advised on retargeting built from intent signals: webinar attendees, LinkedIn Live viewers, newsletter readers and visitors who spent more than 20 seconds on an offer page
- Recommended the TechRadar as the lead magnet, with LinkedIn Lead Gen Forms to collect the leads
- Recommended the LinkedIn Insight Tag for building and analyzing audiences of website visitors
The campaign paired a useful guide with retargeting aimed at people who had already shown intent, and LinkedIn Ads leads tripled year on year. That’s one account’s result, not a guarantee for yours.