A robust lead-gen campaign for the rugged computing giant
When you hear the name Panasonic, you probably think of TVs and home appliances. But did you know they're also the global leader in rugged computing?
Panasonic’s Toughbook laptops are built to perform in the very harshest conditions. And they're trusted by workers in all-action environments around the world.
“We challenged Adapt to run a pan-European lead generation campaign. And they absolutely delivered, driving pre-qualified leads from across 19 European markets. I am delighted with the business impact we’ve seen from Adapt’s unique and refreshing approach to international advertising.”
Becca May | Panasonic
Toughbook's European team works across 19 markets. Their priority sectors include emergency services, utilities, aviation, defence and transportation.
Keen to strengthen their position in the region, they approached us to run a Europe-wide lead-gen campaign. Our target? Pre-qualified leads from key accounts.
Not only this, but they needed a way to move the leads seamlessly through their conversion funnel. And they wanted the full journey to be measurable – from initial engagement to final sale.
How We Solved It
Step forward, LinkedIn. Or, more specifically: LinkedIn Matched Audiences.
With Matched Audiences, we were able to target a large list of users already familiar with Toughbook. It also allowed us to add specific targeting – like job title, company name and country – to really laser in on key decision-makers.
From there we created a bespoke, GDPR-compliant ad format that mimicked a website form. This meant we could seamlessly capture all the lead data we needed in one place, while also offering the chance to opt into the client’s Toughtalk newsletter.
But the best part? All the leads captured in LinkedIn Campaign Manager fed straight into Google Analytics and the client’s own CRM. And this in turn linked to Google Data Studio, where we could create a live dashboard and track ROI in real-time.
Our account-based approach to LinkedIn marketing for Panasonic's European campaign meant we were able to deliver a high number of pre-qualified leads, with full measurability made available to the client in real-time.