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iPaaS LinkedIn Paid Social

45% lower cost per registration.

A LinkedIn Event Ads playbook that outperformed Single Image Ads on every metric.

45%

lower CPL vs Q1 average

77%

lower CPL vs prior year

28%

higher CTR

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The company

About SnapLogic.

SnapLogic is an integration platform-as-a-service (iPaaS) company that helps enterprises connect data, applications, and APIs across hybrid environments. The product sits inside the integration and automation category — alongside MuleSoft, Workato, and Boomi — and competes on its AI-powered approach to building integrations and its support for both data integration and application integration in one platform.

The buyer is the data and integration leadership: chief data officer, integration architect, head of IT. The sales motion is enterprise-driven with strong inbound demand from large organizations evaluating modernization of their integration stack.

The problem

The problem.

Historically SnapLogic struggled advertising virtual events with Single Image Ads on LinkedIn. Registrations were few and cost was 57% higher than the average CPL for the account. With the upcoming global virtual summit in 2024, a new strategy was needed — and the team didn't want to commit budget to a format that hadn't proven itself.

The work

What we built.

We proposed Event Ads on LinkedIn. Setup involved creating a LinkedIn event for the summit, leveraging LinkedIn Event Registration Forms, and setting up a data integration for real-time lead sync into Marketo. To properly test Event Ads as a format, we set A/B tests in three regions. The results with Event Ads were quickly proving significantly better, and most of the budget was allocated towards Event Ads.

The outcomes

What changed.

45%

lower CPL vs Q1 average.

Cost per registration came in 45% below the overall quarterly CPL benchmark.

77%

lower CPL vs prior year.

Cost per registration was 77% lower than 2023 Single Image Ad campaigns for similar events.

28%

higher CTR.

Click-through rate ran 28% higher than Single Image Ad campaigns — with 44% lower CPC.

The customer voice

In their words.

“Partnering with VertoDigital on LinkedIn Event Ads has been a game-changer for us. Their expertise helped us achieve a Cost per Lead 45.25% lower than our Q1 2024 CPL and significantly reduced our overall campaign costs. This collaboration highlights the immense value of innovative advertising strategies in driving efficient and impactful results.”

Tim White

VP, Corporate Marketing at SnapLogic

The services

Services behind the work.

Service 01

Inbound Pipeline Growth

Format experimentation and budget reallocation playbook for virtual event registration.

Service 02

LinkedIn Paid Social

Event Ads format with LinkedIn Event Registration Forms + real-time Marketo integration. A/B tested across three regions.

Free · 5 business days · No commitment

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