EIT InnoEnergy | Sustainable energy innovations
LinkedIn lead generation ads
EIT InnoEnergy offers a marketplace for sustainable energy innovations, supporting companies in achieving their net zero objectives and accelerating the energy transition. The company’s goal was to raise awareness about its energy innovations and promote a range of publications, including its catalogue of innovations and a whitepaper on industrial decarbonisation. They aimed to strengthen their thought leadership on social media and engage new companies that are working on transitioning to clean energy. The focus was on LinkedIn given its suitability as a B2B platform.
With the persona key messages at the centre, we created a range of LinkedIn lead generation ad campaigns, which included document, single image, and carousel ads. We also developed compelling landing pages for the resources we advertised. We then integrated the campaigns with the HubSpot CRM and marketing platform, ensuring effective segmentation and automated lead nurturing processes. The primary objective was to generate interest from professionals actively working on adopting energy innovations and transitioning their companies to clean energy.
Implemented through a phased approach spanning six months, the campaigns generated 400 high-quality leads at a very low cost, particularly when factoring in the potential return on investment (ROI) from these leads. Additionally, the clickthrough rate (CTR) was 0.55%, falling within LinkedIn’s global benchmark range of 0.39-0.65%. These results not only mean a significant number of qualified leads for the sales team but also serve to strengthen EIT InnoEnergy’s positioning in sustainable energy innovation.