Case Study: Shell Catalysts & Technologies achieves 50,000 followers and $20M+ pipeline with LinkedIn Marketing Solutions

Shell Catalysts & Technologies Engages a Targeted Global Audience on LinkedIn

Shell Catalysts & Technologies, Shell’s commercial arm for catalysts and process technologies based in Houston, lacked a formal digital marketing strategy and had no LinkedIn Showcase Pages for its sub-brands. Needing a way to reach a specialized, global audience of technologists, researchers, engineers and industry leaders without relying on Shell’s broad corporate channels, the team saw LinkedIn as the right targeted platform.

Digital Marketing Manager Will Potter launched a Showcase Page in 2019, developed a focused voice and organic content strategy, and ran the brand’s first LinkedIn ad campaign in October 2019. In under three years the program grew to 50,000 followers, generated more than $20M in pipeline opportunities and produced over 10 qualified leads in Salesforce, while using analytics and targeted content to reach audiences worldwide.

Shell Catalysts & Technologies

Will Potter

Digital Marketing Manager