CEB, the leading member-based advisory company aimed to gain new members for the organization’s unique mix of peer perspectives and research-based operational solutions. CEB partnered with LinkedIn and realized that the solution rested in the way that professionals use LinkedIn. They agreed that Sponsored InMails were the perfect vehicle for communicating with these executives about the benefits of CEB membership. Read the full story to learn more and see more success stories at marketing.linkedin.com/success-stories
CEB Case Study: Reaching Executives in Transition with LinkedIn Sponsored InMails
1. Marketing Solutions
Challenge
Reach highly-placed executives
Target executives during career transitions
Deliver relevant, personalized marketing
messages
Highlight the value of CEB thought leadership
Solution
LinkedIn Sponsored InMails
Why LinkedIn?
Executives self-identify as job changers or
leaders in transition
Targeting capabilities allow focus on key
segments such as HR or sales professionals
InMails are trusted communications and can
deliver in-depth messages
Results
InMail open rate is four times the average
Clickthrough rate is twice the average
CEB (www.executiveboard.com), the leading member-based
advisory company, markets its research in human resources,
information technology, and corporate innovation to a
rarified group of highly senior executives. To gain new
members for the organization’s unique mix of peer
perspectives and research-based operational solutions, CEB
faces a unique marketing challenge, explains Rory Channer,
Managing Director of Marketing for CEB.
“These are very busy people, and they can be hard to reach,”
Channer says. “This requires us to deliver high-impact
marketing, but it needs to be cost-effective.” CEB’s marketing
organization is relatively new, and has focused on using new
tools, such as digital and social media marketing, to reach out
to potential members. However, the problem of getting
through to highly influential executives remained – in
particular, how to convince executives to check out some of
the compelling thought-leadership materials that CEB offers.
CEB Case Study
CEB reaches executives
in transition with LinkedIn
Sponsored InMails