How we Used LinkedIn Advertising to Fill our Last Event

by Paul Slack
  |  April 11, 2019  |  
April 11, 2019

LinkedIn Advertising

LinkedIn advertising doesn’t have to be as expensive as everyone thinks. Our last campaign produced leads for just $41 CPL with a sub $1 CPC.

How we Used LinkedIn Advertising to Fill our Last Event

LinkedIn has become one hot commodity in 2020. We get a lot of questions about how best to use LinkedIn for generating B2B leads, so I decided to share a quick case study on how we used LinkedIn to fill our last Lunch and Learn event in February of this year.  

LinkedIn is ideal for mid-funnel lead generation where the goal is to have a targeted prospect either:

  • Download an asset like an ebook or whitepaper
  • Attend an event
  • Register for a live or on-demand webinar

We have been using event marketing as a mid-funnel lead generation tactic for years. It has been one of our most effective strategies for adding new clients. We typically have about 15% of the companies who attend one of our events become a new client.  

Here was our plan

Desired Outcome:

Our goal was to fill our lunch and learn with at least 40 companies registered and for 50% (20+) of the registrations to come from LinkedIn.

Here is a video summary about how we ran this campaign:


Our plan included leveraging multiple digital tactics (organic and paid) during the 5 weeks leading up to the lunch and learn.  The tactics we used were:

  • Paid LinkedIn – We ran two simultaneous campaigns during the flight; an In Mail Campaign with native lead gen plus sponsored video post with native lead gen.
  • Organic LinkedIn Outreach – Our organic plan included:
    • Sending connection requests 2nd and 3rd connections  
    • Sending invitations for the lunch and learn to 1st connections  
    • 3-5 weekly social posts to keep Vende top of mind
  • Email Marketing – 1st connections were added to our CRM, and we sent 2 emails to a targeted list about the lunch and learn; one, 14 days prior and the second, 4 days prior.

LinkedIn InMail Campaign: This campaign produced the most leads. However, we always recommend seeding the market with a Sponsored Update about the mid-funnel offer.

LinkedIn Advertising

LinkedIn Sponsored Update Campaign: This campaign produced the most impressions to help grow awareness of our event.  We also choose to use a video to get more engagement.

LinkedIn Advertising


The results were fantastic! LinkedIn outperformed our expectations and produced 30 of the 39 registrations (76% of all registrations). To date, we have already landed one new client from the event with two more as active opportunities in our pipeline.

LinkedIn Advertising

In the graph below you can see that LinkedIn did a great job targeting C-levels which accounted for 55% of our total traffic.

LinkedIn Advertising

We also targeted Marketing and Business Development functions. In the chart below you will see over 80% of our traffic during the campaign included these types of individuals.

LinkedIn Advertising

For B2B’s, LinkedIn offers fantastic options to target your prospects. With the right mix of tactics and targeting, LinkedIn doesn’t have to be expensive either. Give some of these tactics a try, and you may find that LinkedIn becomes one of your favorite sources for new business.

Can we help?

Do you need help developing a successful B2B lead generation program? We offer strategic planning, social media advertising, social selling training, and sales enablement tools that can help you win in 2020. If you are interested in learning more, sign up for a complimentary initial consultation/discovery meeting. Schedule yours today and let’s see if we can help.


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