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Here's the 7-step framework we implemented for SafetyWing (B2B tech startup, $20k ASP) to book 90 demos in 10 months and generate $178k in net new revenue from LinkedIn ads & 21k in ad spend (8.4 ROAS).
1. Pick the most suited Subject Matter Expert (SME) in the company
- Usually that's the founder/CEO
- In this case it was their Head of Revenue, Lona Alia
- Why? She has a lot of experience in the nomad and remote work space, which is where their product is situated
2. Develop content framework that drives demand
- We focused on 2 main content pillars: Product & Thought Leadership
- Product: What are the main pain points the product solves? Have Lona speak to each of them and how their product solves it -> create demand
- Thought Leadership: What topics do your customers care about? Have Lona share her perspective, key lessons & insights -> build trust & credibility
- We sprinkled in some Company & Personal content to build rapport
3. Create a content engine to churn out weekly content
- We prepared questions for Lona around our content pillars
- We interviewed her every 2 weeks for 1 hour to extract her insights
- Turned the recording & transcript of that interview into bite-sized LinkedIn posts
- Repeat bi-weekly for 2-3 posts/week or 8-12/month
4. Determine best-performers
- Do monthly analysis with Shield to determine which posts/messages resonated most with buyers
- Main metric: "total weighted engagements (TWE)" = likes + 2*comments + 4*shares
- Best-performer = any post with TWE > 1 standard deviation above the average (you can use other thresholds or just subject feeling)
5. Feed best-performers into targeted LinkedIn ad campaign
- Run towards 3 cold targeting groups
1. Top-down: target decision-makers with job title-based targeting (for them: Heads of HR of a remote company with 10-200 emp)
2. Bottom-up: target influencers with job function-based targeting (for them: anyone in the HR / Ops department of a remote company with 10-200 emp)
3. ABM: target a list of 50-1,000 hand-picked target accounts
- Retargeting layer: any website visitor, any LinkedIn company page visitor and anyone who engaged with the ads in the cold layer (50% video viewers)
6. Objective: in-feed consumption + wait for inbound
- LinkedIn campaign objective: Engagement
- CTA: Learn more
- Landing page: their product page (not a lead gen form, not a demo page)
- Tracking conversions: LinkedIn Insight Tag + UTMs + self-reported attribution
- We want to drive high-intent demo requests ONLY, not leads: by sending people to the homepage, we get people who are REALLY interested
7. Convert & optimize
- Total ad spend: $21,458
- Number of demos booked: 89
- Number of closed deals: 9
- Total revenue from closed deals: $178,972
- 38% of the demo requests were generated by just 1 ad
- Outliers driving most of the conversions is a common pattern, that's why you need a content engine to test new messages/creatives all the time
Proof:
