Case Study: HP achieves 12x more CTO clicks and 66% lower eCPMs with LinkedIn Marketing Solutions

Engaging IT decision makers at scale with LinkedIn Audience Network

HP, a global technology company offering personal systems, printers and 3D printing solutions, needed to reach time‑poor IT and cybersecurity decision‑makers at scale. Facing a fragmented digital ecosystem and declining accuracy from third‑party data and cookies, HP wanted to move from traditional tactics to account‑based marketing on LinkedIn to drive awareness and consideration among key IT audiences.

HP supplemented its successful LinkedIn Feed campaigns with the LinkedIn Audience Network to extend reach across trusted partner sites, target by professional demographics and match accounts against 13+ million LinkedIn Pages for ABM. The approach scaled campaigns 2–3x, drove a 12x increase in clicks from CTOs, cut eCPMs by 66% and eCPCs by 44%, and delivered a 107% higher view rate versus other platforms.

HP

John Marshall

Head of Global Media Investment and Innovation