Case Study: Bombora achieves 41% lower cost-per-registration with LinkedIn Marketing Solutions

How LinkedIn and Bombora Provided a More Intelligent Targeting Option for IBM’s Watson Analytics

IBM’s Watson Analytics team faced a common B2B challenge: generate more qualified trial registrations at a lower cost. To do this, IBM partnered with Neo@Ogilvy and leveraged LinkedIn’s professional reach plus Bombora’s B2B intent data, which identifies companies actively researching topics like data visualization and analytics.

The team ran an account-based marketing campaign using Bombora’s lists (about 12,000 high‑intent and 40,000 moderate‑intent companies) with LinkedIn Sponsored Content and Account Targeting, layered with functional targeting for technology and marketing professionals. The approach cut cost‑per‑registration by 41% versus the prior quarter’s tactics and by 19% versus another Q4 targeting effort, and IBM plans to scale the program with geographic targeting and personalized site content.

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