Case Study: BlackLine achieves 60% of webinar registrations and higher-quality leads with LinkedIn Marketing Solutions (Sponsored InMail & Sponsored Content)

BlackLine and LinkedIn Driving Webinar Registrations with LinkedIn Sponsored InMail

BlackLine, a fast-growing cloud-based accounting and financial software provider that recently went public, wanted to expand its global digital footprint—especially in APAC—and drive top-of-funnel webinar registrations, increase content engagement, and attract qualified finance and accounting decision-makers (CFOs, CAOs, controllers).

BlackLine used LinkedIn Sponsored InMail and Sponsored Content to target audiences by title, location and industry; its PepsiCo webinar drew 500+ registrations with LinkedIn driving about 60% of sign-ups. Sponsored InMail delivered a 72% open rate and 15% CTR in APAC, Sponsored Content a 0.33% CTR, and the channel produced higher-quality leads that helped scale BlackLine’s content program and grow its LinkedIn presence.

BlackLine

Brandee Sanders

Director Digital Marketing