Nutanix is a cloud computing company with over 19,500 enterprise customers worldwide, such as jetBlue Airways, Nasdaq and Volkswagen.
With the pandemic forcing more people to work remotely – and many companies now moving to hybrid working permanently – Nutanix wanted to generate more leads for its end-user computing (EUC) offering.
It commissioned comedian, Joe Wilkinson, to star in a series of videos interviewing the company’s technical experts and demystifying the benefits of EUC in a light-hearted way.
Nutanix had a budget of £15,000 to spend on LinkedIn Ads and tasked Receptional to use it, along with the video series, to generate 250 leads, with a cost per acquisition (CPA) of £60 each.
Receptional developed a strategy with two innovative approaches:
1. Audience targeting
Nutanix wanted the campaign to reach a list of specific job titles at target accounts. But these proved too niche for LinkedIn. So Receptional adopted LinkedIn’s lesser-used targeting options, such as Skills and Group Membership, to reach a broader “buying committee”.
2. Ad creative
Through a combination of teaser images and Lead Gen Forms, Receptional delivered a click-through rate almost 2.5 times higher than the LinkedIn average. This enabled users to watch the full video series quickly, while giving Nutanix enough data to qualify leads.
Nutanix set out to generate 250 leads with a target acquisition cost of £60 each. Receptional’s strategy generated 489 leads with an actual cost of £30.67 each. That’s nearly double the target with half the CPA.
More importantly, the strategy didn’t just capture email addresses, but high-quality leads. Approximately 80% of the contacts became marketing qualified (MQLs).
The overall volume of these leads greatly exceeded the client’s expectations and gave them renewed confidence in LinkedIn as a channel.
The campaign was also recognised at two awards:
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