90% Drop in B2B Lead Costs

Overview

GoodUnited, a company focused on helping nonprofits build relationships with their donors through social media fundraising, was struggling to convert lukewarm prospects into high-value customers. Despite substantial investment in LinkedIn Ads, their middle funnel had stagnated. The key decision-makers they were targeting had engaged with past campaigns but weren’t progressing to the final stages of their sales funnel. GoodUnited’s primary goal was to leverage LinkedIn Ads to convert these warm leads into product demos, drive down costs, and ultimately increase their sales volume.

Strategy

Tom developed a tailored LinkedIn Ads strategy that focused on a high-impact approach: leveraging LinkedIn Sponsored Messaging Ads to directly engage warm leads. Understanding the unique challenges of B2B marketing for nonprofit tech companies, Tom conducted extensive research to refine the audience segments based on GoodUnited’s pricing models (Premium, Standard, Emerging, and Enterprise). These segments allowed for personalized messaging that spoke directly to the needs of each group, particularly decision-makers at nonprofit organizations.

A key component of the strategy was leveraging LinkedIn’s Sponsored Messaging platform. Tom chose messaging ads over traditional in-feed ads due to their higher engagement potential with warm audiences. Tom crafted targeted messaging designed to encourage booking a demo with GoodUnited’s sales team. By utilizing the data and insights gathered from previous campaigns, Tom was able to design a strategy that maximized engagement and minimized ad spend.

Execution

Tom’s execution centered on launching a LinkedIn Sponsored Messaging campaign segmented into four tiers aligned with GoodUnited’s pricing structure. Each message was crafted to speak directly to the pain points and opportunities relevant to the decision-makers at nonprofit organizations. Tom prioritized scheduling demos with high-value prospects, focusing on engagement metrics that mattered: open rates, click-through rates (CTR), and conversion to product demos.

Within the first 48 hours of the campaign’s launch, GoodUnited had secured demo calls with 6 qualified nonprofit organizations. Tom’s precise targeting, personalized messaging, and use of LinkedIn Messaging Ads led to highly effective engagement, far outperforming previous efforts.

Achieved Results

The LinkedIn messaging campaign exceeded GoodUnited’s expectations and significantly outperformed previous advertising efforts. Tom’s strategic approach led to:

• 120% growth in lead volume
• Cost per click (CPC) reduced by 90%
• 6 product demos booked
• 57% open rate
• 51% click-through rate (CTR)

This campaign not only demonstrated Tom’s expertise in optimizing LinkedIn’s platform but also helped GoodUnited reduce costs while increasing high-quality conversions. Tom’s approach proved that with the right data-driven strategy, even stagnant marketing efforts can be revitalized into successful campaigns.