Case Study: Union Gas achieves qualified leads and nearly 2X InMail open rates with LinkedIn Marketing Solutions

Union Gas Fuels Its Pipeline with Qualified Leads through Sponsored InMail

Union Gas, a utility in Chatham, Ontario, launched a new Commercial Savings by Design program in 2017 to help builders and developers integrate energy-efficient design (targeting energy models 15% above code) through Integrated Design Process workshops. The challenge was reaching the right decision makers in specific roles, industries and geographic areas — a common and difficult B2B marketing problem.

Working with agency Sandbox, Union Gas used LinkedIn Sponsored InMail to deliver tailored messages to targeted job titles and locations, continually refining targeting and creative based on engagement. The campaign delivered an InMail open rate nearly 2X the benchmark, reached well over 50% of the targeted audience, drove increased visits to the program page and generated direct customer inquiries, producing strong ROI.

Union Gas

Roxana Andronache

Advisor, Commercial Marketing Programs