How OMR Generates More Leads with XING Mailings

„As a marketing channel, XING has brought us a very high-quality audience over the years—for both the OMR Festival and OMR Education. Even just a few touchpoints a year can make a big difference. It’s especially worth giving XING a try for B2B, because there are so many possibilities there.“

Isabelle Gardt

Head of Marketing and Managing Director
OMR

The Challenge

With 67,000 attendees, the OMR Festival is a must-attend event for Hamburg’s marketing, digital, and tech communities. In the final stretch leading up to the event, the goal is to engage decision-makers and industry professionals in a targeted way: selling tickets, announcing speakers and the program, and raising awareness of limited-capacity masterclasses.

At the same time, the goal is to build reach and demand for OMR Education’s reports and professional development offerings (reports, professional development offerings) and to attract new listeners to the OMR Podcast with Philipp Westermeyer through Podstars by OMR.

The common thread: reach in a business context plus targeted outreach by industry, role, and job title.

How OMR Generates More Leads with XING Mailings

OMR has been using XING for many years as an integral part of its marketing mix to precisely reach B2B target audiences. Targeting is based on industry, career level, field of work, job titles, and skills.

Building on this, a media mix planned for the entire year was implemented. The campaign combined:

Multi-stage XING email campaigns (intensified leading up to the festival)
A/B tests and personalized subject lines for continuous optimization
Reminder emails to reactivate leads when the sales opportunity is right
Complementary XING Content Ads in industry newsletters to boost reach and frequency between waves
For the first time, ads in XING AdManager to specifically promote the OMR Festival

By integrating XING Mailings, Content Ads, and XING Ads, a consistent full-funnel communication strategy was created, rather than isolated, one-off measures. This allowed OMR to build awareness, deepen interest, and measurably support the goals of OMR Festival, OMR Education, and Podstars by OMR.

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XING Mailing

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XING Content Adsin the industry newsletters

XING Ads

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Results

OMR Festival & OMR Education Mailings:

Over 600,000 deliveries
Average open rate: 43%
Average CTR: 0.50%
Best mailing: 0.88% CTR (2.2× higher than the XING benchmark)

Podstars by OMR Mailings:

Over 450,000 recipients
Average open rate: 49%
88% open rate for the reminder mailing
ust under 900 landing page views – about 46% clicked through to the promoted OMR podcast with Philipp Westermeyer (e.g., Spotify, YouTube)

In addition, the content ad delivered a click-through rate of 1.21% (4.8 times higher than the XING benchmark).

The ads, which were used for the first time in XING AdManager, also showed click-through rates significantly above the XING benchmark.

„I was pleasantly surprised by the performance of the email campaigns and content ads. The best-practice brainstorming sessions with the XING team really helped us—especially when it came to image selection, email layout, and CTAs.“

Hanna Gillwald

Senior Marketing Managerin
Podstars by OMR

Conclusion & Outlook

With XING Mailings, Content Ads, and XING Ads, OMR employs an integrated full-funnel approach. In this way, OMR combines targeted engagement, repeated visibility, and a continuous presence for festival tickets, masterclasses, educational offerings, and podcast reach.