Brief
OST has run successful LinkedIn advertising campaigns for Dassault Systèmes across Northern Europe for many years using a tried-and-tested approach.
Early in 2023 we wanted to explore whether adopting an always-on approach, with a consistent awareness programme running alongside lead generation campaigns, would deliver stronger results. We decided to pilot this approach for Dassault’s Model-Based System Engineering solution (MBSE).
Approach
The MBSE campaign started in February 2023 and ran for 10 months to the end of 2023. Our primary objective was to deliver a flow of new leads from LinkedIn for Dassault Systèmes from new industry sectors in the United Kingdom, Ireland, Belgium, Netherlands, Norway, Luxembourg, Denmark, Sweden and Finland. We also wanted to increase brand awareness of Dassault Systèmes and their 3DEXPERIENCE platform within these new target audiences.
For our initial targeting we created a Client-Based Marketing campaign using data provided by Dassault Systèmes’ Sales/Marketing and Business Planning teams. This focused on senior engineers. We then worked with LinkedIn to create a beta audience from downloaded Sales Target Accounts (i.e. businesses already in their sales pipeline) using LinkedIn Sales Navigator data.
Key to our approach for this pilot campaign was identifying and testing multiple audiences from different sources. We wanted to invest extra time in segmenting and testing each audience. We would then only invest lead generation budget in re-targeting our adverts to the most relevant audiences.
Results
For a limited budget we delivered thousands of clicks and many hundreds of high quality contacts. Our headline results included:
- Leads +400% over target
- CPL -65% under target
- CTR >200% LinkedIn benchmark
- CPC <50% LinkedIn benchmark
In February 2024 the MBSE campaign was shortlisted for the UK Paid Media Awards for Best Social Campaign.
Working closely with OST on our MBSE campaign was truly transformative. Their expertise and collaborative approach were instrumental in achieving outstanding results. Through meticulous A/B testing and targeted audience segmentation, OST guided us to surpass our goals, demonstrating the power of data-driven strategies. Their contribution was pivotal in securing our campaign’s recognition as a finalist for the UK Paid Media Awards, showcasing the value of our partnership.
