1. Marketing Solutions
Challenge
• Generate demand among IT decision makers
• Increase brand awareness among IT professionals
Solution
• Combine branding and direct response in a LinkedIn
campaign targeting IT decision makers and featuring
both display and text ads
• Build brand awareness and generate conversions by
driving traffic to the TEKsystems website, which
offered free downloads of white papers and case
studies highlighting the value of using staffing
services to fill critical IT positions
Why LinkedIn?
• Ability to target decision-level users in a high-
attention environment
• Proven effectiveness of LinkedIn Ads for direct
response
• Robust demographic reporting to see the exact
audience responding to the campaign
Results
• An ideal audience mix: 1% company owners, 4%
C-level executives, 50% senior IT decision makers
• Over 1.1 million impressions delivered to 170,000+
unique audience members
• Click-through rate of .07% for branding-focused,
well above industry average
• A high level of trust in messages delivered through
the LinkedIn environment
TEKsystems provides IT staffing solutions, IT talent
management expertise and IT services to help their clients
plan, build and run their critical business initiatives. Ranked
#1 in the IT staffing industry by staffing industry analysts,
TEKsystems provides over 80,000 technical professionals to
support critical IT engagements at more than 6,000 client
sites each year, including 82 percent of the Fortune 500.
With buying cycles that can run from a single day to much
longer, both targeting and repetition are essential elements
of TEKsystems’ advertising strategy. The company has to
reinforce awareness of both its brand and the benefits of its
staffing services among IT decision makers throughout the year.
To develop a lead generation campaign targeting Fortune
500 companies, TEKsystems worked with Anvil Media, a
social media marketing agency based in Portland, Oregon.
“LinkedIn is a key channel for helping our clients connect
and engage with business-to-business decision makers,”
says Jason Kane, Account Director at Anvil Media Inc.
TEKsystems
Case Study
Building brand awareness
and driving demand with a
targeted campaign on LinkedIn
The results of our LinkedIn campaign for
TEKsystems were excellent. About half of our
impressions were from senior-level IT decision
makers, including one percent from company
owners and four percent at C-level. It’s the
perfect breakdown, and exactly what
TEKsystems was hoping to achieve.”
Jason Kane
Account Director, Anvil Media Inc.
“

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Building awareness and trust among decision makers
“The results of our LinkedIn campaign for TEKsystems were
excellent,” says Kane. “About half of our impressions were from
senior-level IT decision makers, including one percent from
company owners and four percent at C-level. It’s the perfect
breakdown, and exactly what TEKsystems was hoping to
achieve.” In all, the campaign delivered more than 1.1 million
impressions to its targeted audience, including more than
170,000 unique audience members. The campaign’s brand-
focused banner ads achieved a click-through rate of .07 percent,
nearly double the industry norm. “We also got great data to
show that we were hitting our demographic target—and we
only paid for those impressions,” says Kane.
The campaign also revealed another interesting piece of insight.
“Usually, adding a testimonial to a landing page will increase
downloads because it increases trust,” says Kane. “When we did
that in this case, it didn’t have nearly as much of an impact. That
tells us that people were already at a high level of trust simply
because they’d seen the ad on LinkedIn, and that trust carried
over to the message they saw at the landing page. It’s another
example of the quality of the LinkedIn environment for people
seeking to do business.”
Visit marketing.linkedin.com to learn how other marketers have
successfully met their marketing objectives.
On other platforms, you end up getting a lot of interest from lower-level managers who aren’t
really going to translate into sales, but LinkedIn helps you target the CIOs and senior IT
executives you need to drive new business. Robust tracking and reporting helps us verify that
we’re reaching the right people.”
Jason Kane, Account Director, Anvil Media Inc.
“
Combining direct response and branding
For the TEKsystems campaign, Anvil
Media used a two-pronged strategy
that combined direct response with
branding. “Self-service LinkedIn Ads
are really strong for targeted lead
generation, getting higher quality
leads than other platforms, and
we’ve found it especially useful for
direct response,” says Kane. For
TEKsystems, Anvil ran ads promoting
TEKsystems.com, where prospects
could download free white papers,
case studies, and other content
highlighting the impact of using IT
staffing services to fill mission-critical
positions. These ads were
complemented with concurrent
banner ads focused on the
TEKsystems brand; these also drove
traffic to the company’s website and
the free downloads available there.
“Our campaign worked as a one-two
punch, putting the TEKsystems
brand front-and-center in front of
the same audience who was seeing
our text ads.”