Case Study: Lacework achieves 6X ROI and 40% more qualified leads with LinkedIn Marketing Solutions

How Lacework drove 6X ROI by shifting to a full-funnel strategy on LinkedIn

Lacework, a data-driven cloud security platform, was driving strong volumes of content-download leads on LinkedIn but struggled with slow and low-quality lower-funnel conversions—accessing content didn’t mean prospects were demo-ready or likely to convert quickly. The marketing team needed a way to nurture buyers through awareness and consideration, not just capture top-of-funnel leads.

They moved to a full-funnel LinkedIn strategy—using Video Ads for awareness, targeted retargeting to lead gen, Conversation Ads for nurtured audiences, and brand ads even after demos—to guide buyers toward demos and close. The change delivered faster, higher-quality pipeline: 6x ROI on ad spend, 40% more qualified leads, 30% lower CPL, roughly 50% increase in sales velocity and twice as many form fills.

Lacework

Simon Chuang

Director of Digital Marketing