Rigaku’s LinkedIn campaigns built awareness for an upcoming conference and generated 171 quality leads with a lead value of $694,000

The challenge

Rigaku Analytical Devices is an industry leader in analytical and industrial instrumentation technology. In the absence of trade shows, they came to boomtime for help filling the gap around in-person networking, marketing at trade shows, and sales territory prospecting.

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

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LinkedIn Overall connection rate

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.

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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.

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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.

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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

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