Case Study
Malwarebytes is a renowned cybersecurity firm committed to providing advanced threat detection and remediation solutions. With a mission to protect businesses from evolving cyber threats, their innovative security solutions empower organizations to safeguard their digital assets effectively. Recognized globally for their excellence in cybersecurity in the consumer world, Malwarebytes sought to amplify their reach and engage with decision-makers through strategic LinkedIn lead generation in the B2B landscape.
To demonstrate LinkedIn's capabilities as a lead generation platform, despite the fact that B2B lead costs on LinkedIn are typically higher than on other platforms due to the specialized nature of the target audience
To enhance B2B brand visibility within the target audience of IT and Cyber Security professionals and guide them towards becoming Marketing Qualified Leads (MQLs)
Implement effective automation and CRM (Salesforce) integration to ensure that cold TOFU leads were nurtured effectively
Integrated LinkedIn Campaign Manager with Salesforce across APAC, EMEA, LATAM & NAM for seamless data flow for respective local marketing and sales teams
Top-funnel campaigns: Promoted brand awareness and product education content via gated content downloads and LinkedIn lead generation forms
Mid to bottom-funnel: Offered actionable resources such as cyber security audit and incentivized “book a demo” and used LinkedIn Gen Forms to capture leads
Sent users who completed the lead generation forms to a “thank you” page on the Malwarebytes website to enable full multi touch attribution and ROI tracking
Integrated LinkedIn Campaign Manager with Salesforce across APAC, EMEA, LATAM & NAM for seamless data flow for respective local marketing and sales teams
Endless testing of ad creatives, copy, assets and content to gain a fully comprehensive picture as what speaks best to their audiences which were then showcased through a custom-built dashboard with real-time data, which was then used to have conversations with the creative team to continuously improve CTR and CPL
Since partnering with us in March 2021, Malwarebytes has been able to:
Drive high volume, highly targeted leads across organizations ranging from 50 – 5000 employees, within the extremely competitive cyber security niche, across industries such as finance, higher education and health care
Achieve a lead form completion rate far better than the average: in 2024 it stands at 29.21%, the average for LinkedIn is 13%
Attain a 72% decrease in Cost Per Lead (CPL), In North America, notoriously the most expensive paid media market in the world
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