Case Study: Genesys achieves 30% higher new customer bookings and 30% lower cost‑per‑lead with LinkedIn Marketing Solutions

How Genesys Uses ABM to Break Into New Markets and Cut Through the Noise of B2B Technology Marketing with LinkedIn

Genesys, a Daly City–based computer software company with 5,500+ employees, faced a fragmented go-to-market: marketing and sales operated in silos and struggled to engage multiple stakeholders in a complex B2B buying process, limiting access to key markets and growth.

Genesys piloted an Account-Based Marketing program on LinkedIn (using Terminus for campaign management and Sales Navigator for targeting) to align sales and marketing, target the right personas, and act on real‑time account insights. The program produced strong results: digitally enabled selling sourced 3,618 deals and influenced 5,681, Sales Navigator influenced 64% of closed revenue, and Genesys achieved a 16% increase in marketing‑sourced pipeline, 30% YoY rise in new customer bookings contribution, 40% more inquiries, a 10% lift in new customer engagement score, and a 30% drop in cost per lead—earning recognition as an ABM innovator.

Genesys

Camila Cook

Head of Digital Marketing for the Americas