In this campaign for Earth-i, personas were used to create sustainable lead generation and specific audience targeting for paid LinkedIn campaigns.
We set out to identify and create a messaging framework with a content and inbound marketing strategy for satellite mapping service Earth-i's key buyer persona, national mapping agency executives. We ran a messaging workshop with key Earth-i stakeholders to gather information to create a persona landscape. This included four key personas with messaging around who they are, what they are trying to accomplish, what goals drive their behaviour, how they think, how they buy, and why they make buying decisions. The plan was then used to create sustainable lead generation content that prospects will find more engaging across the marketing funnel. It was also used to build out very specific audience targeting for the paid LinkedIn campaigns.
Example social card from Linkedin campaign
By using LinkedIn’s two key ad formats (Standard Sponsored Updates and Sponsored Updates with in-platform Lead-gen Cards), we executed the Earth-i campaign in two different ways. While the standard Sponsored Updates drove people to a gated landing page to download/access the eGuide, the Sponsored Updates with Lead-gen cards allowed users to access the final content without leaving the LinkedIn platform. This advert format directs users to a pre-populated form and generates leads via a self-contained unit – reducing the barrier to entry for lead capture.
- 118,000 impressions and over 2,300 clicks
- Cost-per-lead (CPL) as low as £8.44
- Cost-per-click (CPC) of £1.57
- Generating over 300 leads in 20 countries
This campaign won Best B2B Brand Campaign for Small Businesses at the LinkedIn Marketing Awards.