Case Study: ServiceMax achieves higher-quality, high-intent leads and 16% lower cost-per-lead with LinkedIn Marketing Solutions

ServiceMax engages active decision makers on LinkedIn with smart targeting tactics

ServiceMax, a Pleasanton-based provider of asset-centric field service management for manufacturers and service providers of complex, high‑value equipment, faced a common B2B challenge: there is no single buyer persona. With buying committees made up of multiple, diverse decision makers, the company needed to reach several specific roles and identify high‑intent prospects who would engage with educational content and move toward a sale.

Working with agency Metric Theory, ServiceMax ran sharply targeted LinkedIn campaigns using Lead Gen Forms, Text, Dynamic and Sponsored Content, the LinkedIn pixel for retargeting, and audience targeting based on LinkedIn Groups. The Groups-focused approach produced standout results: click-through rates roughly doubled versus the account average, form fills increased, and the campaign captured 189 leads at a cost per lead below benchmark — delivering 16% better performance and higher‑quality, lower‑cost leads that improved pipeline ROI.

ServiceMax

Shannon Jackson

Senior Digital Marketing Manager