B2B marketing is like cooking a delicious homemade meal. You can’t just magically produce the final dish — first you’ll need to gather the ingredients and actually prepare the food. For some of us, that’s the fun part!
Right now, marketers know that C-suite leadership is hungry for results demonstrating clear impact and ROI. With the right tools and techniques, we can deliver. This won’t happen on its own, but getting there is the fun part. Top brands on Linkedin are showing how a well designed full-funnel strategy can meet the rising demands of B2B by drastically improving lead volume, quality and cost efficiency, all at once.
Let’s take a look at how LSEG, SoSafe and BMW Group Malaysia cooked up something special with full-funnel marketing on LinkedIn.
Thought leadership feeds into Lead Gen Forms for 96% drop in CPL
LSEG is a global financial markets infrastructure and data provider formerly known as Refinitiv. The company's marketing leadership knew they needed to move past brand awareness and increase conversions for high-value audiences.
The recipe? Delivering visually compelling thought leadership across LinkedIn's Video Ads and Carousel Ads. A robust A/B testing strategy helped the team understand what was working and optimize around performance insights quickly.
Retargeting through Matched Audiences helped usher prospects who'd become familiar with the Refinitiv brand into considering their services, with Lead Gen Forms implemented to capture high-quality leads and advance pipeline.

This full-funnel campaign was a hit! The use of rich content formats and precision targeting led to sizable cost efficiencies with major bottom-line implications:
96% lower CPL when using Lead Gen Forms
64.6% increased conversion rate with Lead Gen Forms
"LinkedIn Marketing Solutions' data and technical capabilities enable the same tailored client engagement with meaningful content to reinforce current connections and establish new relationships, solving challenges." - Aubrey Lin, Social Marketing Lead APAC, Refinitiv
Boosting leads by 79% while maintaining a steady acquisition cost
SoSafe is a leader in cybersecurity, helping turn employees into a critical line of defense through training and simulations. To grow awareness of their product, SoSafe rolled out a series of full-funnel and ABM campaigns. They used brand and product content to generate awareness, then followed with actionable resources (such as a cybersecurity audit) to capture and convert leads via Lead Gen Forms.
Naturally, these are complex campaigns with a lot of moving parts. SoSafe didn’t go it alone — they integrated Campaign Manager with marketing automation and CRM tools to streamline their LinkedIn lead gen, allowing data to flow seamlessly for lead scoring and nurturing.Tip
Explore LinkedIn Marketing Partners that can boost your campaign management and lead generation.
The marketing team at SoSafe wasn't just focused on driving revenue with these LinkedIn campaigns. They wanted to come away with incontrovertible evidence of success to convince business leadership that LinkedIn was worthy of a central place in their marketing investments. And they did just that. Over nine months, SoSafe achieved these awesome results:
79% increase in leads with a steady CPL
213% increase in share of Sales Accepted Leads generated from LinkedIn
"We set out to prove the effectiveness of LinkedIn as a lead generation platform. Within nine months, we were able to show the business that we were reaching the right people, getting more leads, and maintaining a reasonable cost per lead." - Felix Jung, Performance Marketing Manager, SoSafe


Sponsored Content and Sponsored Messaging form a winning full-funnel combination
They go together like peanut butter and jelly, rice and beans, pasta and sauce … Sponsored Content on the LinkedIn feed to develop familiarity and interest, followed by personalized Sponsored Messaging to break through with high-intent audiences directly.
BMW Group Malaysia recognized the power of this pairing as they sought to launch the new BMW 330Li M Sport. Partnering with their agency Entropia, they worked to curate a campaign audience that aligned with BMW's ideal customer profile. The ultimate goal: encourage qualified leads to book a test drive.

Receptive audiences saw eye-catching creative on the feed, received highly relevant messages in their inbox, and were able to book through Lead Gen Forms. Entropia methodically refined the campaign's targeting audience by testing attributes like seniority and job functions. As a result, BMW Group Malaysia became increasingly confident that their ads were reaching the right people — and the numbers backed it up. With this full-funnel LinkedIn campaign, BMW Group Malaysia and Entropia unlocked:
160K reach across BMW's ideal customer profile
42% lower CPM
42% lower CPL
"LinkedIn's accurate, first-party data and precise targeting capabilities allowed us to be creative in translating the ideal customer profile into campaign audiences based on different professional attributes and interests." - Qaid Johar, Performance Marketing Director, Entropia

Tips for Cooking Up Full-Funnel Marketing Success on LinkedIn
The stories above show that full-funnel marketing isn’t just theory, but a proven recipe for stronger results. Here are a few practical ways to put it into action on LinkedIn:
Start with awareness ingredients: Use Video Ads, Carousel Ads, or Thought Leadership to get in front of the right audiences and spark curiosity.
Simmer with consideration tactics: Retarget engaged prospects through Matched Audiences, and provide deeper resources like events, guides, or audits.
Finish with a conversion garnish: Use Lead Gen Forms, Sponsored Messaging and precise targeting to make it easy for high-intent buyers to take the next step.
Measure and adjust seasoning: Test creative, audiences and formats to find what delivers the best flavor — then optimize.
Serve Up Amazing Results Across the Funnel
Just like preparing a great meal, full-funnel marketing takes patience, planning, and the right mix of ingredients. When brands treat awareness, consideration, and conversion as part of one connected recipe, they’re able to serve up real business impact.
On LinkedIn, the results speak for themselves: lower CPLs, higher-quality leads, and proof that bold, creative full-funnel strategies can deliver exactly what the C-suite wants to see. You can explore our latest measurement tools here: Maximizing ROI on LinkedIn with Advanced Full Funnel Metrics.

B2B marketing is like cooking a delicious homemade meal. You can’t just magically produce the final dish — first you’ll need to gather the ingredients and actually prepare the food. For some of us, that’s the fun part!
Right now, marketers know that C-suite leadership is hungry for results demonstrating clear impact and ROI. With the right tools and techniques, we can deliver. This won’t happen on its own, but getting there is the fun part. Top brands on Linkedin are showing how a well designed full-funnel strategy can meet the rising demands of B2B by drastically improving lead volume, quality and cost efficiency, all at once.
Let’s take a look at how LSEG, SoSafe and BMW Group Malaysia cooked up something special with full-funnel marketing on LinkedIn.
Thought leadership feeds into Lead Gen Forms for 96% drop in CPL
LSEG is a global financial markets infrastructure and data provider formerly known as Refinitiv. The company's marketing leadership knew they needed to move past brand awareness and increase conversions for high-value audiences.
The recipe? Delivering visually compelling thought leadership across LinkedIn's Video Ads and Carousel Ads. A robust A/B testing strategy helped the team understand what was working and optimize around performance insights quickly.
Retargeting through Matched Audiences helped usher prospects who'd become familiar with the Refinitiv brand into considering their services, with Lead Gen Forms implemented to capture high-quality leads and advance pipeline.

This full-funnel campaign was a hit! The use of rich content formats and precision targeting led to sizable cost efficiencies with major bottom-line implications:
96% lower CPL when using Lead Gen Forms
64.6% increased conversion rate with Lead Gen Forms
"LinkedIn Marketing Solutions' data and technical capabilities enable the same tailored client engagement with meaningful content to reinforce current connections and establish new relationships, solving challenges." - Aubrey Lin, Social Marketing Lead APAC, Refinitiv
Boosting leads by 79% while maintaining a steady acquisition cost
SoSafe is a leader in cybersecurity, helping turn employees into a critical line of defense through training and simulations. To grow awareness of their product, SoSafe rolled out a series of full-funnel and ABM campaigns. They used brand and product content to generate awareness, then followed with actionable resources (such as a cybersecurity audit) to capture and convert leads via Lead Gen Forms.
Naturally, these are complex campaigns with a lot of moving parts. SoSafe didn’t go it alone — they integrated Campaign Manager with marketing automation and CRM tools to streamline their LinkedIn lead gen, allowing data to flow seamlessly for lead scoring and nurturing.Tip
Explore LinkedIn Marketing Partners that can boost your campaign management and lead generation.
The marketing team at SoSafe wasn't just focused on driving revenue with these LinkedIn campaigns. They wanted to come away with incontrovertible evidence of success to convince business leadership that LinkedIn was worthy of a central place in their marketing investments. And they did just that. Over nine months, SoSafe achieved these awesome results:
79% increase in leads with a steady CPL
213% increase in share of Sales Accepted Leads generated from LinkedIn
"We set out to prove the effectiveness of LinkedIn as a lead generation platform. Within nine months, we were able to show the business that we were reaching the right people, getting more leads, and maintaining a reasonable cost per lead." - Felix Jung, Performance Marketing Manager, SoSafe


Sponsored Content and Sponsored Messaging form a winning full-funnel combination
They go together like peanut butter and jelly, rice and beans, pasta and sauce … Sponsored Content on the LinkedIn feed to develop familiarity and interest, followed by personalized Sponsored Messaging to break through with high-intent audiences directly.
BMW Group Malaysia recognized the power of this pairing as they sought to launch the new BMW 330Li M Sport. Partnering with their agency Entropia, they worked to curate a campaign audience that aligned with BMW's ideal customer profile. The ultimate goal: encourage qualified leads to book a test drive.

Receptive audiences saw eye-catching creative on the feed, received highly relevant messages in their inbox, and were able to book through Lead Gen Forms. Entropia methodically refined the campaign's targeting audience by testing attributes like seniority and job functions. As a result, BMW Group Malaysia became increasingly confident that their ads were reaching the right people — and the numbers backed it up. With this full-funnel LinkedIn campaign, BMW Group Malaysia and Entropia unlocked:
160K reach across BMW's ideal customer profile
42% lower CPM
42% lower CPL
"LinkedIn's accurate, first-party data and precise targeting capabilities allowed us to be creative in translating the ideal customer profile into campaign audiences based on different professional attributes and interests." - Qaid Johar, Performance Marketing Director, Entropia

Tips for Cooking Up Full-Funnel Marketing Success on LinkedIn
The stories above show that full-funnel marketing isn’t just theory, but a proven recipe for stronger results. Here are a few practical ways to put it into action on LinkedIn:
Start with awareness ingredients: Use Video Ads, Carousel Ads, or Thought Leadership to get in front of the right audiences and spark curiosity.
Simmer with consideration tactics: Retarget engaged prospects through Matched Audiences, and provide deeper resources like events, guides, or audits.
Finish with a conversion garnish: Use Lead Gen Forms, Sponsored Messaging and precise targeting to make it easy for high-intent buyers to take the next step.
Measure and adjust seasoning: Test creative, audiences and formats to find what delivers the best flavor — then optimize.
Serve Up Amazing Results Across the Funnel
Just like preparing a great meal, full-funnel marketing takes patience, planning, and the right mix of ingredients. When brands treat awareness, consideration, and conversion as part of one connected recipe, they’re able to serve up real business impact.
On LinkedIn, the results speak for themselves: lower CPLs, higher-quality leads, and proof that bold, creative full-funnel strategies can deliver exactly what the C-suite wants to see. You can explore our latest measurement tools here: Maximizing ROI on LinkedIn with Advanced Full Funnel Metrics.