Case Study: BlackRock achieves greater awareness, engagement, and lower cost-per-lead with LinkedIn Marketing Solutions

From Brand To Demand, Serve The Right Audience

BlackRock, the world’s largest asset manager, sought to raise awareness and generate demand for its alternative investments among institutional investors. Although the firm is well known broadly, it needed to reach and engage a specific professional audience on LinkedIn with more targeted messaging and content.

BlackRock used precise audience targeting (company, industry, job title, skills) and a full-funnel, multi-format content strategy—Sponsored Content, Video, Conversation Ads and Lead Gen Forms—focused on timely market commentary and thought leadership. The campaign outperformed benchmarks dramatically: 2.21% CTR vs 0.86%, 35.2% engagement vs 0.92%, 33.2% lead form completion vs 8.55%, and cost per lead of $69 vs $263, while Nielsen showed +5% aided awareness, +7% consideration and +10% recommendation.

BlackRock

Laura Tyrholm

Global Head of Alternatives Marketing