Precise targeting and quality
leads with LinkedIn Ads
“ With LinkedIn, we’re able to truly identify our core
audience by going a step further and targeting by Challenge
company, job title, job function and groups. This • Reach a professional audience in specific industries,
gives us the unique ability to tailor messaging and companies, and job positions
• Increase quality of leads
target the exact audience segment that we need.”
• Encourage downloads of thought leadership materials
Dan Slagen, Head of Paid Marketing, HubSpot • Improve CPC rates
Reaching their core audience • Launch self-service LinkedIn Ads campaigns
HubSpot, based in Cambridge, Mass., creates marketing • Develop highly targeted campaigns for different
software that helps businesses grow web traffic, generate audiences
inbound leads, and convert leads into paying customers. • Offer free educational materials to prospects to
HubSpot’s software platform allows professional marketers capture lead information
and small business owners to manage search engine • Test and adjust campaigns to improve results in
optimization, blogs and social media channels, landing real time
pages, lead intelligence, and marketing analytics. Since its
founding, HubSpot has worked with over 6,000 companies
in 45 countries.
• Precise targeting ensures campaigns reach the
For its own lead-generation efforts, HubSpot provides right audience
white papers that demonstrate industry thought leadership • Professional members receptive to business messages
and free educational resources to attract marketing • Ad campaigns easy to launch and manage
professionals to its services. • High clickthrough rates and high-quality leads
compared to other social networks
The challenge for HubSpot, explains Dan Slagen, the
company’s head of paid marketing, is finding
advertising venues with the right mix of marketing
professionals who respond well to HubSpot’s offers of • CTRs of 1% to 3% – 60% higher than other social
free marketing materials. With LinkedIn Ads, “we create networks
ads with personalized copy for each campaign,” says • Average CPC of $3, lower than other channels for
Slagen. “The highly targeted ads speak to the pain points categories they target
for each particular audience, such as lead generation or • Higher-quality leads that convert faster
maximizing SEO.” Clickthroughs are directed to a • Valuable insights on prospect preferences for free
customized landing page, where prospective customers downloads
can supply their contact info in exchange for a free
download or a product demo.
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