Therapedic International Advances B2B Strategy with Targeted LinkedIn Marketing

Therapedic International has expanded its B2B marketing strategy through a targeted LinkedIn initiative aimed at increasing digital engagement and brand visibility. The approach, launched in fall 2024, marked a shift in the company’s efforts to optimize platform-specific outreach to business audiences.

During the campaign’s initial phase, Therapedic reported significant growth in performance metrics, including a more than 4,000% increase in post impressions and a more than 5,000% rise in click-through rates, incorporating both organic and paid strategies. These early results prompted the company to continue its efforts with an ongoing digital program.

“Complementing our traditional promotion and outreach, we’re now using this platform-specific approach to concentrate resources where they would generate the greatest impact. It also allows our licensees domestically and abroad to collaborate and contribute content, adding value to the group as a whole,” said Susan Mathes, executive vice president of Therapedic International.

Key objectives of the strategy included cultivating an engaged LinkedIn following aligned with business goals, attracting retail partnership interest, and reaching potential international licensees. To support these efforts, Therapedic worked with California-based marketing agency Well Connected Brands to develop a content strategy that reflects the company’s brand identity, product offerings, and business priorities. The campaign was implemented within a defined monthly budget.

One example of campaign performance came from a video post featuring Matthew Hollis, CEO of Mattress Resources Australia, which generated more than eight times the typical impression volume with a modest promotional investment. Similarly, a video featuring Adam Weinman of Sleep International, Therapedic’s Southeast licensee, reached 15,000 additional impressions and 11,000 views through paid support, following strong organic performance.

“We learned that we don’t need a massive budget or complex strategies to achieve significant social media results. By selecting the right platform and setting clear objectives, creating relevant content, and making targeted investments, we dramatically improved our digital B2B presence and created a new page in our marketing playbook,” said Mathes.

In addition to corporate marketing efforts, Therapedic has encouraged its licensees to use LinkedIn as a tool for business development—strengthening connections with customers, prospects, and partners while reinforcing brand relevance and authority across its global network.

About Therapedic

Therapedic has over 65 years of experience as a mattress and sleep products manufacturer. Operating on six continents, with over 50 licensees’ products under the Therapedic brand label, it is a recognized top 10 mattress brand. In addition to key channels of distribution including Top 100 retailers, Therapedic top-of-bed products are now available at key retailers in each tier of the retail environment. For more information, visit therapedic.com.