A mid-market client was investing heavily in LinkedIn ads targeting C-level decision makers. The targeting was sound, and the engagement metrics were promising — but the form conversion rate was disappointing, leaving the sales team with no clear follow-up path.
Overview
Challenges
- Strong ad engagement but low form fills
- No visibility into which companies were engaging
- The sales team had no handoff or actionable data
- The company’s LinkedIn presence lacked authority and consistency
What we did
We restructured the campaign from the ground up. This included:
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Controlled A/B tests
Running controlled A/B tests across creative and messaging
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Tightening targeting
Tightening targeting criteria to reflect the most relevant ICP subsets
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Revamping ad creative
Revamping the ad creative with high-conversion copy and visual formats
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Mining engagement data
Mining engagement data through LinkedIn campaign analytics and third-party tools
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Mining decision maker data
Cross-referencing ad engagement with firmographic data to build "Top 100" company engagement lists
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Direct outreach to engaged decision makers
Delivering full decision-maker contact information (name, title, email, LinkedIn URL) from engaged accounts directly to the sales team
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Cadence-based outreach
Initiating cadence-based outreach from the sales team to follow up
Want these types of results?
REACH OUT TO SALESResults
- Form conversions increased by 42% after two rounds of creative and targeting optimization
- Sales pipeline was enriched with 100+ warm decision-makers from companies that had never submitted a form
- Several high-value meetings were booked directly from engagement follow-ups
- Sales and marketing alignment dramatically improved — with data flowing both ways