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Connectd unlocks 2x revenue gains by shifting to a full-funnel, insight-led strategy on LinkedIn
Challenge:
Connectd is a people-first platform that helps startups and scaleups unlock growth by matching them with experienced fractional executives and strategic advisors. Powered by AI-driven insights and smart matching technology, their mission is simple: match early-stage businesses with the fractional leaders they need to grow at the right time.
As the team prepared to expand into the US, they knew their marketing engine needed to scale alongside their ambition. But gaps in measurement and attribution - rooted in inconsistent conversion tracking in HubSpot and a heavy reliance on a single ad format - limited their visibility into performance and slowed optimisation. To unlock their next stage of growth, Connectd needed a more robust measurement approach and a more diversified mix of formats to reach, engage and convert their audience with confidence.
Solution:
To tackle these challenges, Connectd strengthened their LinkedIn foundation by implementing the Conversions API through HubSpot, syncing CRM data to unlock richer insights, additional optimisation levers, and clearer visibility into conversion performance.
With this infrastructure in place, the team expanded beyond Conversation Ads and adopted a more diverse mix of formats - including Document Ads, Thought Leadership Ads, and boosted posts around key brand moments - to engage their audience across the full customer lifecycle.
They also used LinkedIn Insights to identify high-value industries, job titles, and priority US regions. These insights informed both targeting and broader go-to-market planning, resulting in a streamlined campaign structure designed to efficiently reach their highest-value audiences.
Results:
- ↑2x YoY increase in ARR
- ↓10% decrease in cost per conversion
The impact went beyond performance metrics - Connectd’s revamped strategy helped earn them the No. 5 spot on the 2025 LinkedIn Top Startups List.
About Connectd
Connectd empowers startups and senior leaders to thrive in the era of flexible, high-impact work. Powered by AI insights and smart matching technology, Connectd ensures the right leaders are placed in the right businesses - driving growth, clarity, and scale at the moments that matter most. As the future of work shifts toward agility and insight over headcount, Connectd provides the platform where fractional leaders and forward-thinking companies come together to shape what’s next.
INDUSTRY: Technology
NO. OF EMPLOYEES: 100+ employees
HQ LOCATION: London, UK
“LinkedIn has played an integral part in our growth journey. We’re now at $15m in ARR—when I joined five years ago, that sat at $50k.”
Oliver Tarpey
CMO
Connectd