Case Study: GitHub achieves 840 event registrations and a 5.5× conversion lift with LinkedIn Marketing Solutions Event Ads

Github drove nearly 1,000 registrations for their flagship series with LinkedIn Event Ads

GitHub launched InFocus, a three-week virtual enterprise event series (Developer Experience, DevOps, Security) to drive attendance, engagement, and sales pipeline from enterprise developers. Historically relying on Twitter and Twitch, the team needed a new, more effective channel to generate qualified leads and reach their enterprise audience.

They tested LinkedIn Event Ads (plus Sponsored Content, Message Ads, and LinkedIn Live), creating topic-specific event pages with auto-populated registration forms and adding speakers as hosts to boost social proof. The campaign drove 840 LinkedIn registrations (15% of all InFocus signups), achieved a 22% registration rate (5.5x GitHub’s sponsored-content benchmark), made LinkedIn the second-largest registration source, and saw InMail open rates up to 75%, prompting GitHub to expand LinkedIn Events and Live usage.

GitHub

Fletcher Helle

Senior Manager, Social Media