The challenge
They wanted to continue growing their base of qualified leads while also establishing wider credibility and thought leadership within the analytical device industry.
After experiencing success generating new leads on LinkedIn using LinkedIn Connection campaigns, Rigaku wanted to expand their LinkedIn activities with boomtime. They wanted to continue building the overall connection base for their sales managers to improve their ability to target smaller markets. Additionally, they wanted to use LinkedIn Connection campaigns to build awareness of an upcoming virtual conference and extend invitations to those connections.
How we provided value
171 quality leads with a value of $694,000
Our combination of solutions that did the job
LinkedIn provided an excellent platform for Rigaku to connect with others in the industry and build their audience. This time, they were looking to grow event awareness for an upcoming virtual conference. But first, they needed to build the overall LinkedIn connection base for four additional representatives of Rigaku.
We performed a 24-point audit of the LinkedIn profiles of four new Rigaku representatives to ensure they were optimized to attract and engage with the right connections.
Targeted LinkedIn Connection campaigns provided each campaign point person with the ability to build their overall connection base on a regional basis, which resulted in greater ability to target smaller markets for subsequent searches within Sales Navigator. The boomtime team refined LinkedIn Sales Navigator searches to ensure connections that fit the target personas.
LinkedIn Messenger campaigns gave Rigaku the right messaging language to start conversations with these target connections, helping break the ice and build relationships that led to productive conversations. Productive connections were automatically transferred to Rigaku’s CRM for further engagement and follow-up.
The outcome
Building event awareness on LinkedIn for an upcoming conference
We utilized multiple targeted campaigns to build event awareness for an upcoming virtual conference. The initial “Phase 1” campaign provided each campaign point person with the ability to build their overall connection base.
Additionally, marketing qualified leads increased dramatically as invitations to the Pharmalytical Summit 2021 were dispersed. Between September 2021 and January 2022, LinkedIn Connection campaigns across the four campaign point people’s profiles increased leads from 132 to 171 with an overall lead value of $694,000 (up from $598,000 in September 2021). The efficacy of these campaigns produced total lead value at a significantly lower cost than traditional marketing events.
Between September 2021 and January 2022, LinkedIn Connection campaigns across the four campaign point people’s profiles increased leads from 132 to 171 with an overall lead value of $694,000 (up from $598,000 in September 2021).
| Campaigns | Requests | Connections | Connection Rate | Replies | Reply Rate | Leads | Leads Value |
|---|---|---|---|---|---|---|---|
| Simon Bates | |||||||
| Phase 1 - Solid, Analyst | 1681 | 664 | 40% | 244 | 37% | 78 | $266,000 |
| Aya Takase | |||||||
| Phase 1 - Pharma | 488 | 195 | 40% | 49 | 25% | 23 | $90,000 |
| Bob Burton | |||||||
| Phase 1 - Petrochemical | 1171 | 395 | 34% | 110 | 28% | 41 | 218,000 |
| Chris Carolan | |||||||
| Phase 1 - Pharma | 1800 | 370 | 20% | 86 | 23% | 29 | 120,000 |
| Total | 5,140 | 1,624 | 31% | 489 | 30% | 171 | 694,000 |
