Case Study: Fivetran achieves $2.4M in influenced pipeline and cuts cost-per-lead with LinkedIn Marketing Solutions

Fivetran drives millions of dollars in pipeline with authority-building content delivered via Lead Gen Forms

Fivetran, an Oakland-based data integration company (201–500 employees), needed to jumpstart top-of-funnel leads and build trust with mid-funnel prospects because simply sharing content on LinkedIn wasn’t driving sufficient engagement or conversions. The marketing team wanted higher-quality leads that would convert beyond demos and trials, so they needed a way to nurture and qualify accounts earlier in the sales cycle.

Fivetran partnered with Metadata and used LinkedIn Lead Gen Forms with dynamic targeting and gated content (whitepapers, integration guides), integrated into Marketo and Salesforce to enrich leads and improve attribution. In one quarter the campaign delivered 891 leads that influenced $2.4M in pipeline at about $70K cost, achieved a submitted-lead-to-qualified-opportunity rate of over 9% (vs. 3% average), cut CPL from $200 to $80, and strengthened thought leadership and ROI visibility.

Fivetran

Jonathan Weiss

Paid Media & SEO Specialist