Case Study: VMware achieves double benchmark engagement and lower lead costs with LinkedIn Marketing Solutions

A LinkedIn Marketing Solutions Case Study

How VMware hit the sweet spot of reach and relevance

VMware faced an urgent need to help customers accelerate digital transformation and support remote working while the tech-buying journey shifted to include more influencers and faster decision cycles. EMEA marketers partnered with agency Transmission and LinkedIn to find quicker, more relevant ways to connect IT facilitators and decision-makers with the right content across an expanded set of touchpoints.

Using LinkedIn solutions—Conversation Ads combined with mobile-optimized Lead Gen Forms, retargeting (including Adobe Audience Segments), Sponsored Content, Video and Event Ads, and bespoke CRM integration—VMware drove deeper, more tailored engagement. The campaigns delivered an open rate of over 65%, a click-to-open rate of 6.79%, a 50% Lead Gen Form completion rate, and a cost per lead of $92; retargeting produced close to 2,000 clicks, a CTR almost 3x industry benchmarks, 215 leads and a CPL roughly half of expectations.

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