Used the LinkedIn platform to reach these highly-targeted professional audiences using a combination of targeting types: contact and account matching for past attendees and “key contacts”, company and job title targeting for “Top 40” companies.
Created several posts that highlighted key features of the event including, featured speakers, networking parties, education sessions, exhibitions, new products and more. Post images and content were pulled directly from other event marketing materials which made for a tightly integrated overall campaign that utilized multiple channels and maintained a consistent message.
The results presented below were very positive, although the number of confirmed registrations is in the single digits. The number only reflects those registrations which came directly from a LinkedIn ad and registered with the same device. In corporate settings the person being targeted and the person making the purchase are two different people, an assistant for example. Another factor is that most people use more than one device these days and may view an ad on their smartphone but register on a desktop which would not attribute their registration to the ad. Unfortunately, this challenge still persists even when implementing sophisticated tracking measures.
