With the move to a fully immersive digital experience, INBOUND by HubSpot had the opportunity to expand the reach that attracted a global audience of sales, marketing, and service professionals. However, with this global expansion came aggressive goals to double attendance year over year. Fortunately, HubSpot has invested in a deep integration with LinkedIn ads allowing the INBOUND team to easily leverage the power of HubSpot’s CRM and Marketing Hub to attract and convert a highly qualified audience only found on LinkedIn.
Working with the appeal of spotlight speakers including legendary names like Spike Lee and Oprah Winfrey, the INBOUND marketing team ran A/B tests of creative and copy in single image and carousel ad formats to attract a large audience to the event registration page.
In addition to strong ad creative and copy strategy, the team created custom lists of previous years’ attendees from HubSpot’s CRM and used HubSpot’s audience syncing capabilities for Matched Audiences, exclusions, and lookalike audiences on LinkedIn. As a key platform for professionals, the team also used LinkedIn for specific targeting by industry, company, company size, job function, and job seniority to find the most qualified audience.
After only two months of running ad campaigns on LinkedIn through HubSpot, the team not only generated exponential awareness of the event with thousands of visits to the registration page but also saw a 40% CVR from event page visits to event registration.
Having the ability to create, manage, and optimize LinkedIn ads in HubSpot, a platform the team already lives in for management and automation of marketing and sales activities provides both an efficient and streamlined operation.