How we generated 50x ROI for the F5’s NGINX Business Breakfast

F5 is a global company specialising in application services and application delivery networking (ADN). As with most technical solutions, the best way to educate them while creating opportunities for sales is in an intimate face-to-face environment. For this reason, F5 invites potential clients to Business Breakfasts where they can receive value and have questions answered by specialists in real time.

F5 & NGINX_628

The Challenge

In order for the F5 & NGINX Business Breakfasts to stimulate F5’s pipeline and increase net new accounts, the exact right people needed to be there. Attendees don’t just need to be recruited from target accounts, they also need to be conversation-ready, senior decision makers from these target accounts.

The Solution

Based on our experience marketing internal corporate events, we implemented a highly targeted, ABM-focused social recruitment campaign via LinkedIn. Not only does LinkedIn allow us to target the right audience, it also gives us the opportunity to personalise the messaging to the audience.

Owing to the niche audience and personalization potential, the campaign required a strong indication of interest, we took an agile approach to ensure that our messaging adequately communicated F5’s industry expertise and firmly established the event as a valuable opportunity to network, connect and gain valuable insight around multi cloud solutions.

Our Tactics

  • LinkedIn Social Selling
  • Persona-based Messaging
  • Agile Project Management

The Results

The campaign was a resounding success, generating over $200,000 worth of potential business for F5 and a return over 50 times their digital marketing investment. Besides the direct return on investment, there was an abundance of positive sentiment and brand awareness generated through the campaign.While some prospects were not able to attend the event itself, they have been made aware of F5’s presence in the region and others have even signed up for updates on future events.

F5 Business Breakfast

  • Attendees acquired - 8 (50% of total attendees) 50% 50%
  • Potential business generated - Over $200,000 98% 98%
  • Value per attendee - $25,000 15% 15%

Thank you for all your hard work and efforts this year to make each campaign a success! It’s been a great year yet again and I would not have been able to do what I do without my digital marketing superheroes! I can truly say that your team is an extension of our team and a great business partner to work with. (Plus the fact that you guys are just genuinely nice people makes my job even easier).


Chriselna Welsh

Field Marketing Manager for SSA Region at F5



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