Case Study: GE Capital achieves an engaged mid‑market community and weekly warm leads with LinkedIn Marketing Solutions

GE Capital developed an active and engaged community on LinkedIn

GE Capital Australia wanted to spark a conversation with the mid-market C‑suite to raise awareness, drive consideration of its finance products, and establish the brand as a thought leader. The challenge was building a targeted, high-quality community where senior decision-makers would actively engage.

GE Capital launched the GE Capital Mid‑market Hub on LinkedIn in May 2012, recruiting customers and using LinkedIn display ads and InMails to attract the right audience, then driving discussion with executive content, event follow‑ups, live chat sessions and partner contributions. The group now has over 1,800 active members, generates several warm leads per week, sustains 8–15 discussions weekly, and shows growing engagement with member comments increasingly outpacing new threads.

GE Capital

Anthony Spargo

Director, GE’s Communication