IRIS · Case study

LinkedIn Lead Generation for IRIS

ExtraDigital helped hospitality software provider IRIS increase LinkedIn campaign leads by 71% by switching budget to the better‑performing content offer.

Discuss your LinkedIn lead generation See the results

Client: IRIS
Sector: Hospitality
Services: Lead Generation Social Media

Key results

Increase in leads: 71%Increase in leads

Overview

IRIS provides cloud platforms and apps that help hotels deliver digital guest experiences. ExtraDigital introduced LinkedIn advertising to reach hospitality decision-makers and grow the company’s sales database.

IRIS logo

The challenge

IRIS needed to reach hospitality professionals responsible for choosing hotel technology, including directors, managers, owners and executives. The challenge was to identify content that would attract relevant prospects and generate leads for the sales team to nurture.

The solution

Reaching hospitality decision-makers

We proposed LinkedIn advertising as a new lead-generation channel for IRIS, focusing on the professional audience relevant to its hotel software.

Testing the content offer

We tested campaigns promoting case studies and food and beverage marketing eBooks. The eBooks resonated more strongly with the audience, so we switched budget to the better-performing offer and gave the campaigns a clearer focus.

IRIS food and beverage ordering software

The results

The test data showed that an eBook generated just over six times as many leads as a case study. Switching budget to the better-performing offer increased lead numbers by 71%.

LinkedIn developed from a test into an important lead-generation channel for IRIS. Campaigns promoting eBooks grew the company’s database with relevant contacts for its sales team to nurture.

Client feedback

Working with Extra Digital has really helped us maximise our online presence. The team's expertise in digital marketing (& design) has helped us boost the effectiveness of our website, drive high-quality traffic, and generate valuable leads. From optimising our Google Ads campaigns to refining our overall digital strategy, nothing is too much trouble for the team and they're helpful with new ideas and inspiration to help us elevate our online marketing efforts!

Kate Fuller — Five-star Google review

What’s next

Our paid social team manages LinkedIn campaigns from audience research and ad creation to ongoing testing. Explore our hospitality marketing services for support reaching hotel decision-makers.

Frequently asked questions

How can LinkedIn Ads reach hospitality decision‑makers?

LinkedIn’s professional targeting lets campaigns focus on relevant industries, job titles and seniority levels. For hotel technology providers, this can help reach the owners, managers and directors involved in purchasing decisions.

What content works for B2B software lead generation?

Content should address a specific problem the buyer needs to solve. Practical guides, eBooks and case studies offer different reasons to enquire, so test the offer rather than assuming one format will work best. For IRIS, food and beverage marketing eBooks generated stronger lead growth than case studies.

How do you assess the quality of LinkedIn leads?

Look beyond the number of downloads. Review whether contacts match the intended buyer profile and work with the sales team to track which leads progress to meaningful conversations and opportunities. Use that feedback to refine targeting and the content offer.