For B2B founders, CEOs & Heads of Marketing:

How we generated $102k revenue for our B2B offer in 30 days from 1 ad and $3,500 in ad spend using this 6-step Founder-Led Marketing process

Founder-Led Marketing - Process Flow Chart

Last month, we booked $102,000 in net new revenue from 1 ad. Here's the exact 6-step system we used:

1. Create a content engine to post weekly on Linkedin

- Ideate questions around our product, company, and expertise (b2b marketing & demand gen)
- Weekly recording session with Tobias to answer the questions in a conversational way
- Turn the recording & transcript of that conversation into bite-sized video, text and image Linkedin posts
- Repeat weekly for 2-5 posts/week or 8-20/month

2. Determine best-performers

- Do monthly analysis using Shield to determine which posts & messages resonated most with our audience
- Main metric: "total weighted engagements (TWE)" = likes + 2*comments + 4*shares
- Best-performer = any post with TWE greater than at least 1 standard deviation above the average for that data set (you can use other thresholds or just subject feeling)

3. Feed best-performers into targeted Linkedin ad campaign

- Run towards 3 cold targeting groups
1. Targeting ICP based on job titles, geography and company size for top-down approach (for us: any Founder or Head of Marketing of a software business with 10-100 employees)
2. Targeting broad ICP based on job function/department for bottom-up approach (for us: anyone working in the Marketing, Sales, or Biz Dev department of a software business with 10-100 employees)
3. ABM/account-level targeting: I created a list of 200 target accounts who are our dream customers
- Retargeting layer: any website visitor, any Linkedin company page visitor and anyone who engaged with the ads in the cold layer (50% video viewers)

4. Objective: in-feed consumption of the content + drive interested people to website

- Linkedin campaign objective: Engagement
- CTA: Learn more
- Landing page: our website homepage (not a lead gen form, not our demo page)
- Tracking conversions: Linkedin Insight Tag with 30-day "Last touch - Last campaign" attribution

5. Wait for inbound

- We want to drive high-intent demo requests ONLY, not leads
- By sending people to the home page, rather than a lead gen form or a call booking page, we only get people who are REALLY interested
- Installing self-reported attribution: most demo requests are not tracked by Linkedin Insight Tag, so make sure you have a qualitative way to attribute

6. Convert & optimize

- Current cost per qualified demo from ads: $200-300
- In our case, 80% of the demo requests were generated by 1 outlier ad
- Outliers driving most of the conversions is a common pattern we see, that's why you need a content engine to test new messaging & creatives all the time, to find your next outlier
- Total ad spend here was $3,500, so that's a 30x ROI on revenue
- $102,000 revenue generated is just the initial contract value, LTV is higher

➡️ Btw, this is the exact system we implement for customers at Project 33.

Philipp Ströhemann

Co-founder & CEO, ComX

“We are measuring that we are generating between 3-4 demos per week from LinkedIn”

B2B SaaS
Employees: 11-50
ACV: $60k

Lona Alia

Head of Revenue, SafetyWing

90 demos in 10 months from Linkedin and $178,000 net new revenue from $21k ad spend

B2B tech
Employees: 11-50
ACV: $20k

Kevin Bobowski

CMO, Siteimprove

“When we started, we had about five $100k deals in pipeline, right now it's over 50 or 60”

Enterprise Software
Employees: 51-200
ACV: $100k

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