Case Study: Pendo achieves 100% more leads and 96% lower CPL with LinkedIn Marketing Solutions

Pendo's full-funnel approach yields increased scale and efficiency

Pendo, a growing B2B product-experience and digital-adoption company, set out to supercharge its brand investment and improve both top‑of‑funnel (TOFU) engagement and bottom‑of‑funnel (BOFU) conversion. Although Pendo’s products already drove measurable customer outcomes (e.g., a 15% drop in support tickets, 30% more qualified leads and 5% higher retention), the team wanted to scale awareness and pipeline by doubling down on LinkedIn Marketing Solutions and tighter audience segmentation.

Pendo adopted a full‑funnel LinkedIn strategy—using job/skill/function segmentation, third‑party audiences, document and video ads, conversation ads and an expanded retargeting engine—which grew their TOFU audience ~300% and increased retargeting investment 122% YoY. The program lifted leads and engagement dramatically (about 100% more leads YoY), cut cost‑per‑lead by ~96% and cost‑per‑click by ~7%, and improved BOFU campaign ROI from 1:1 to 7:1.

Pendo

Megan Blodgett

Digital Marketing Manager