Last month, we booked $102,000 in net new revenue from 1 ad.
Here's the exact 6-step system we used:
- Create a content engine to post daily on my 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 5 posts/week or 20/month - daily post
- 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 + 2comments + 4shares
- 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)
- Feed best-performers into targeted Linkedin ad campaign
- Run towards 3 cold targeting groups
- 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)
- 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)
- 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)
- 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
- 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
- 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. We like eating our own dog food.