Case Study: Xero achieves nearly 250 attendees and strong SMB engagement with LinkedIn Marketing Solutions

Xero wins big with a virtual event for small businesses on LinkedIn

Xero, a Wellington-based provider of cloud accounting software for small businesses and advisors, set out to drive engagement and views for its #BehindSmallBusiness online event across EMEA and to grow its subscriber base among small and medium businesses.

Xero ran a pre‑/during‑/post virtual events strategy on LinkedIn—integrating LinkedIn Live and Events, using Polls for pre-event engagement and feedback, and combining organic and paid promotion—then repurposed content into blog and long‑form posts. In two weeks the 30‑minute livestream attracted almost 250 registrants (72% live viewers, 28% on‑demand within 10 days), 55% senior leaders, and produced 100 poll responses and 40+ comments, demonstrating stronger, higher‑quality engagement than other platforms.

Xero

Jes Lee

Social Media Manager