Case Study: O’Reilly drives quality leads in international markets with LinkedIn Marketing Solutions

O’Reilly cuts cost-per-lead by 65% with LinkedIn Marketing Solutions

O’Reilly, a US-based e-learning provider, sought to drive high-quality B2B leads in new Asia Pacific markets on a modest budget. Their challenge was to build enterprise business presence and fill their sales pipeline in territories including Australia, Hong Kong, India, Indonesia, and Taiwan. To achieve this, they partnered with the vendor LinkedIn Marketing Solutions.

Using LinkedIn Marketing Solutions, O’Reilly implemented an always-on, bottom-funnel strategy with tailored content for different audience segments. Key to their solution was warming up cold audiences, expanding targeting to include senior individual contributors, and leveraging LinkedIn's insights tools like Competitor Insights and Topic Analyser. This approach resulted in a 65% reduction in average cost-per-lead, a 3x higher Lead Gen Form completion rate, and a 2-3x higher likelihood of conversion for audiences seeing multiple ad impressions.

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