Case Study: VMware doubles engagement and boosts cost-effective lead generation with LinkedIn Marketing Solutions

A LinkedIn Marketing Solutions Case Study

How VMware took control of the digital workspace conversation

VMware needed faster, more relevant ways to reach IT decision-makers, influencers and new types of tech buyers as the pandemic accelerated digital transformation and remote-work initiatives. The company faced a changing, faster tech-buying journey and wanted to surface the right content to the right people without adding friction.

Working with agency Transmission and LinkedIn, VMware tested new LinkedIn formats and integrations — notably Conversation Ads combined with LinkedIn Lead Gen Forms, retargeting (using Adobe Audience Segments), LinkedIn Events, Sponsored Content and CRM tracking. The approach doubled engagement versus benchmarks (open rates >65%, click-to-open ~6.8%), achieved 50% Lead Form completion, drove CTRs nearly 3x benchmarks, delivered hundreds of leads (215 in one campaign) at CPLs well below expectations (as low as $92), and accelerated prospects through the funnel.

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