Case Study: Exact achieves 20% more leads and transformed ROI with LinkedIn Marketing Solutions

Synchronising brand building and lead generation on LinkedIn has transformed ROI for the business software provider

Exact, a leading European business‑software provider for SMEs, needed to scale awareness and growth on a limited budget. The company’s brief was to raise brand and product visibility, improve the number and quality of leads, and track ROI so activity could be optimised across the funnel—prompting a strategy that combined brand building with performance marketing on LinkedIn.

Exact ran LinkedIn Sponsored Content using creative tied to its Max Verstappen partnership, plus retargeting via Matched Audiences, conversion tracking and LinkedIn Lead Gen Forms, inverting the funnel by converting site visitors first and then expanding reach. The program achieved a 0.6% engagement rate (142% above benchmark), a 20% increase in leads (255 direct and 308 assisted conversions), roughly 300% uplift in lead flow after adding Lead Gen Forms, a dramatic reduction in CPL, and the highest-quality traffic of any channel (longest time on site, lowest bounce rate, highest page depth).

Exact

Karsten Mosterd

Global Digital Strategy & Innovations Director