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Marketing SolutionsChallenge• Generate demand among IT decision makers• Increase brand awareness among IT professionalsSol...
Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corpo...
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TEKsystems (Global)

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Transcript of "TEKsystems (Global)"

  1. 1. Marketing SolutionsChallenge• Generate demand among IT decision makers• Increase brand awareness among IT professionalsSolution• Combine branding and direct response in a LinkedIncampaign targeting IT decision makers and featuringboth display and text ads• Build brand awareness and generate conversions bydriving traffic to the TEKsystems website, whichoffered free downloads of white papers and casestudies highlighting the value of using staffingservices to fill critical IT positionsWhy LinkedIn?• Ability to target decision-level users in a high-attention environment• Proven effectiveness of LinkedIn Ads for directresponse• Robust demographic reporting to see the exactaudience responding to the campaignResults• An ideal audience mix: 1% company owners, 4%C-level executives, 50% senior IT decision makers• Over 1.1 million impressions delivered to 170,000+unique audience members• Click-through rate of .07% for branding-focused,well above industry average• A high level of trust in messages delivered throughthe LinkedIn environmentTEKsystems provides IT staffing solutions, IT talentmanagement expertise and IT services to help their clientsplan, build and run their critical business initiatives. Ranked#1 in the IT staffing industry by staffing industry analysts,TEKsystems provides over 80,000 technical professionals tosupport critical IT engagements at more than 6,000 clientsites each year, including 82 percent of the Fortune 500.With buying cycles that can run from a single day to muchlonger, both targeting and repetition are essential elementsof TEKsystems’ advertising strategy. The company has toreinforce awareness of both its brand and the benefits of itsstaffing services among IT decision makers throughout the year.To develop a lead generation campaign targeting Fortune500 companies, TEKsystems worked with Anvil Media, asocial media marketing agency based in Portland, Oregon.“LinkedIn is a key channel for helping our clients connectand engage with business-to-business decision makers,”says Jason Kane, Account Director at Anvil Media Inc.TEKsystemsCase StudyBuilding brand awarenessand driving demand with atargeted campaign on LinkedInThe results of our LinkedIn campaign forTEKsystems were excellent. About half of ourimpressions were from senior-level IT decisionmakers, including one percent from companyowners and four percent at C-level. It’s theperfect breakdown, and exactly whatTEKsystems was hoping to achieve.”Jason KaneAccount Director, Anvil Media Inc.“
  2. 2. Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation inthe United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.10-LCS-073-G 0512Building awareness and trust among decision makers“The results of our LinkedIn campaign for TEKsystems wereexcellent,” says Kane. “About half of our impressions were fromsenior-level IT decision makers, including one percent fromcompany owners and four percent at C-level. It’s the perfectbreakdown, and exactly what TEKsystems was hoping toachieve.” In all, the campaign delivered more than 1.1 millionimpressions to its targeted audience, including more than170,000 unique audience members. The campaign’s brand-focused banner ads achieved a click-through rate of .07 percent,nearly double the industry norm. “We also got great data toshow that we were hitting our demographic target—and weonly paid for those impressions,” says Kane.The campaign also revealed another interesting piece of insight.“Usually, adding a testimonial to a landing page will increasedownloads because it increases trust,” says Kane. “When we didthat in this case, it didn’t have nearly as much of an impact. Thattells us that people were already at a high level of trust simplybecause they’d seen the ad on LinkedIn, and that trust carriedover to the message they saw at the landing page. It’s anotherexample of the quality of the LinkedIn environment for peopleseeking to do business.”Visit marketing.linkedin.com to learn how other marketers havesuccessfully met their marketing objectives.On other platforms, you end up getting a lot of interest from lower-level managers who aren’treally going to translate into sales, but LinkedIn helps you target the CIOs and senior ITexecutives you need to drive new business. Robust tracking and reporting helps us verify thatwe’re reaching the right people.”Jason Kane, Account Director, Anvil Media Inc.“Combining direct response and brandingFor the TEKsystems campaign, AnvilMedia used a two-pronged strategythat combined direct response withbranding. “Self-service LinkedIn Adsare really strong for targeted leadgeneration, getting higher qualityleads than other platforms, andwe’ve found it especially useful fordirect response,” says Kane. ForTEKsystems, Anvil ran ads promotingTEKsystems.com, where prospectscould download free white papers,case studies, and other contenthighlighting the impact of using ITstaffing services to fill mission-criticalpositions. These ads werecomplemented with concurrentbanner ads focused on theTEKsystems brand; these also drovetraffic to the company’s website andthe free downloads available there.“Our campaign worked as a one-twopunch, putting the TEKsystemsbrand front-and-center in front ofthe same audience who was seeingour text ads.”

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