Building the business pipeline through Sponsored Updates
Sponsored Updates delivering timely content through the LinkedIn feed proved the most powerful lead generator for HubSpot’s inbound marketing business, delivering four times more leads amongst the target audience than efforts on other platforms.
HubSpot targeted marketing professionals in small and medium-sized businesses as part of an integrated campaign focused on driving qualified sales leads and capturing contact information. LinkedIn provided an ideal professional setting for engaging this audience and promoting HubSpot’s top-performing offers. And by delivering relevant content such as eBooks, webinars and how-to guides through Sponsored Updates, HubSpot was able to expand reach across all members that fitted its target audience profile – and ensure visibility across desktop, mobile and tablet devices.
The Sponsored Updates campaign proved HubSpot’s most effective paid-lead generator during the campaign, helped by instant feedback on the most engaging forms of content on the platform. The targeted nature of the updates ensured that the LinkedIn campaign generated 400% more leads than other platforms amongst the target audience.