Dynatrace Case Study | LinkedIn Marketing Solutions

Dynatrace is the leader in unified observability and security. The Dynatrace platform combines broad and deep observability and continuous runtime application security with the most advanced AI and analytics, enabling innovators to modernize and automate cloud operations, deliver software faster and more securely, and ensure flawless digital experiences.

Every year, Dynatrace runs a flagship conference called Perform – a thought-leadership event where tech professionals network and learn about the latest industry trends. At the latest Perform event in February 2023, keynote speakers included Kelsey Hightower, Hannah Fry, and Tony Hawk (yes, the legendary skateboarder and business leader), and online registrations were higher than ever.

Dynatrace takes an always-on approach to marketing, with campaigns running throughout the year. Beyond Perform, the other initiatives include campaigns for the Dynatrace Innovate event series, brand awareness as well as for the Gartner Magic Quadrant – Dynatrace is Named a Leader and Positioned Furthest for Vision and Highest in Execution in the 2023 Gartner® Magic Quadrant™ for APM and Observability.

Use learnings from previous event campaigns to create high-conversion marketing for Dynatrace’s flagship conference, Perform.

Increase awareness of and registrations for the conference within key target audiences.

Dynatrace’s marketing team approached their Perform 2023 LinkedIn campaign with a data-first mindset. They analyzed the results from previous LinkedIn campaigns promoting corporate events and applied their learnings to this campaign, by:

Using an account-based approach that targeted key organizations using sponsored content and sponsored messaging
Leveraging the precise LinkedIn targeting capabilities to reach the right audience
Enticing the audience with high-profile keynote speakers

10k+ registrations
51% more registrations than their paid social goal
41% lower cost-per-lead year over year

Compared to other marketing channels, LinkedIn enables Dynatrace to:

Target key accounts with specific ads
Run account-based marketing campaigns at scale
Generate brand awareness and capture demand

“We were really smart this year. We analyzed our best-performing content from previous event promotions, and we went to marketing with that from the start.”
“Our combined professional experience and our understanding of the core initiatives at Dynatrace has helped us to build a really strong foundation for paid social, particularly on LinkedIn.”

Dynatrace exists to make the world’s software work perfectly. Our unified platform combines broad and deep observability and continuous runtime application security with the most advanced AI to provide answers and intelligent automation from data at an enormous scale. This enables innovators to modernize and automate cloud operations, deliver software faster and more securely, and ensure flawless digital experiences. That’s why the world’s largest organizations trust the Dynatrace® platform to accelerate digital transformation.

Dynatrace Beats Event Registration Goal by 51% Using LinkedIn Ads

The world’s largest organizations trust the Dynatrace platform to accelerate digital transformation.

The Challenge

The Dynatrace Methodology

Campaign Results

The LinkedIn Edge