How LinkedSelling Achieves Consistent Volume and Reliability with LinkedIn Lead Gen

Challenge

LinkedSelling is an agency that helps B2B companies generate high-quality leads and appointments through social media and email. What better place to attract the right clientele for such services than LinkedIn, the leading social network for B2B lead gen? Trouble is, LinkedSelling hadn’t achieved stellar results through LinkedIn’s advertising platform by simply mirroring ad campaigns from other platforms. So, when LinkedIn released an array of new marketing products earlier this year, the LinkedSelling team decided to revamp its approach and restructure campaigns specifically for LinkedIn.

Solution

Seeking to align its LinkedIn marketing strategy with the sales funnel, LinkedSelling started using different products for different stages of the buying cycle. Their team had identified that beyond engagement or opt-ins, what really drives their business forward is appointments. They structured each of their campaigns around a simple process to get more qualified prospects to book a phone call with their sales team.

For colder prospects who were actively seeking out lead gen solutions or were not yet familiar with their brand, LinkedSelling ran Sponsored Content to drive awareness and engagement. With warmer audiences, the team would reach out directly through Sponsored InMail to spark conversations, or with highly targeted follow-up messaging via Text Ads and Dynamic Ads. “We just want to be in every location,” says Pat Henseler, LinkedSelling’s Director of Products. He adds that collaborating with sales reps to identify their most desirable audiences and building custom follow-up campaigns for new leads have been key to this fruitful approach.

Results