Case Study: Info-Tech Research Group achieves 42% conversion and 90% qualified leads with LinkedIn Marketing Solutions

Info-Tech Research Group - Customer Case Study

Info-Tech Research Group, a fast-growing Canadian firm that provides best-practice research and consulting to IT executives, needed to lower costly cost-per-lead (CPL) after SEM performance declined. Because their product targets senior decision-makers, they required a reliable channel that delivered fewer low-quality or irrelevant contacts and preserved marketing’s reputation with sales.

They adopted a content-for-contact approach using executive summaries of white papers, tested AdWords, Google Display, and LinkedIn, and then split SEM spend 50/50 between AdWords and LinkedIn Sponsored Content. LinkedIn drove higher-quality, more convertible leads—90% of LinkedIn leads were marketing-qualified, LinkedIn generated more than two-thirds of SEM lead revenue despite the equal spend, LinkedIn traffic converted at 42% (vs. 20% from Google), and SEM ROI topped 200%.

Info-Tech Research Group

Liam Grue

Digital Marketing Manager