Case Study: Lincoln Electric achieves 167% of MQL goal and boosts brand awareness with LinkedIn Marketing Solutions

Lincoln Electric brings in quality leads after brand awareness campaign on LinkedIn

Lincoln Electric, a 125‑year‑old provider of welding equipment, needed to raise awareness of its welding automation solutions and debunk myths that kept small- and medium‑sized manufacturers from considering automation. The company’s goals were to educate prospects, generate quality leads, and fill the sales pipeline.

Partnering with BusinessOnline, Lincoln ran a LinkedIn full‑funnel campaign—Display Ads for awareness, Sponsored Content for engagement, and Sponsored InMail for offers—targeting executives and plant managers and driving downloads of an educational eBook. The campaign hit 167% of its MQL goal, delivered 73% of Sponsored Content clicks from manager‑level and above, produced a 77% lift on spend, and earned $7,000+ in earned media, boosting awareness and lead quality.

Lincoln Electric

Craig Coffey

U.S. Marketing Communications Manager