207 Highly-Targeted B2B Leads Generated

Client Overview

SixtySixTen, a software development firm specializing in custom business process software, faced significant challenges in scaling their sales pipeline. Despite having a strong product offering, they struggled to generate new leads and secure sales deals, limiting their revenue growth. To address this, they aimed to leverage LinkedIn Ads to generate Marketing Qualified Leads (MQLs) and nurture them into Sales Qualified Leads (SQLs) and booked sales calls.

Strategy

Tom’s first step was to conduct a deep dive into SixtySixTen’s business and the unique customer problems they solve. Through in-depth discussions with SixtySixTen’s CEO, he identified two ideal customer profiles (ICPs) that were critical to target: CEOs and COOs in the professional services and manufacturing industries.

Tom’s research focused on understanding the language, pain points, and benefits that would resonate most with these audiences. Tom identified a growing interest in generative AI within these sectors and developed a holistic strategy that leveraged this trend. The strategy centered on promoting an eBook about using AI to automate business processes, which served as a compelling offer to draw in potential leads.

Execution

The execution phase involved a series of well-coordinated tactics designed to maximize lead generation and optimize ad performance. Tom developed multiple ad variations featuring tailored messaging and compelling imagery, all adhering to SixtySixTen’s brand guidelines. A key element of his execution was A/B testing these variations to identify the most effective combinations of ad copy and visuals.

To ensure precise targeting, Tom set up audience parameters that focused on CEOs and COOs within the identified industries, specifically targeting companies with 10-200 employees and high revenue potential. The ads were further optimized through manual bidding strategies to maintain a low cost per lead (CPL) and avoid overspending.

Tom continuously monitored the performance of the campaigns, turning off underperforming ads and iterating on successful ones to enhance their effectiveness. Additionally, Tom integrated the lead generation process directly with SixtySixTen’s CRM, ensuring that leads were promptly delivered to their sales team for follow-up. Regular analytics reporting and monthly update calls kept the client informed and involved in the process, allowing for agile adjustments to the strategy as needed.

Achieved Results

Tom’s strategic and meticulous approach yielded outstanding results for SixtySixTen. Over the course of the campaign, Tom achieved the following:

• Generated 207 highly-targeted B2B leads
• Optimized down the average cost per lead to just $32
• Booked 31 booked sales calls
• Grew sales pipeline by 37%

This case study exemplifies Tom’s ability to drive high-quality lead generation through tailored LinkedIn Ads strategies, providing measurable ROI and contributing directly to my clients’ business growth.