Case Study: Palo Alto Networks Improves Lead Form Completions with LinkedIn Marketing Solutions

Palo Alto Networks improves lead form completion rates by 80% with LinkedIn Marketing Solutions

The global cybersecurity leader Palo Alto Networks aimed to increase lead form completions and boost awareness for its cloud and network security solutions. To meet this challenge, they partnered with LinkedIn Marketing Solutions to pilot its CTV (Connected TV) ad functionality.

LinkedIn Marketing Solutions implemented a strategy using 15- and 30-second CTV video ads on platforms like CNN and Hulu, targeting IT decision-makers. This was followed by mid-funnel retargeting campaigns. The solution resulted in a significant measurable impact: lead form completion rates were 36-80% higher on warmed audiences, click-through rates saw a 69% lift, and CPMs were 20-32% below industry benchmarks.

Palo Alto Networks