- Headline result: Demos booked from LinkedIn up 3.8 times
- Industry
- B2B SaaS (HR and people software)
- Market
- USA, Canada, UK and Australia (B2B composite)
- Duration
- 90 days
- Type of client
- SaaS businesses
- Services used
- LinkedIn Ads, account-based targeting, lead forms, CRM sync, creative
- Evidence type
- Illustrative composite
Results after 90 days
Demos booked from LinkedIn up 3.8 times
Cost per booked demo down 34%
Leads that booked a demo up from 9% to 21%
62% of leads came from the target account list
Challenge context
Campaigns targeted anyone with HR in their title, and a gated whitepaper collected many leads from students, consultants and very small firms. Sales stopped following them up.
Starting point
- Job-title targeting that ignored company size and industry
- A generic whitepaper as the only offer
- Leads exported by hand to the CRM days later
- No feedback from sales on which leads were good
Implementation phases
- Phase 1Target account list built with sales, by size, industry and region (Weeks 1-2)
- Phase 2New offer: an HR benchmark report plus a short product video (Weeks 2-5)
- Phase 3Instant CRM sync and a same-day follow-up sequence (Weeks 3-6)
- Phase 4Weekly lead-quality review and budget moved to the best audiences (Weeks 4-13)
Use the framework, not just the headline number.
- On LinkedIn, the cheapest leads are rarely the right leads.
- Offer something a busy buyer actually wants, such as data about their peers.
- Speed to follow-up decides how many leads become demos.
How this applies worldwide
Target named accounts, offer something buyers actually want, and follow up fast. Adjust audience size and follow-up channels to your market.
Context and limitations
Illustrative composite built from common Axzora Solutions engagements across our markets (USA, Canada, UK and Australia (B2B composite)). Figures are representative of this type of project; results vary with budget, competition, seasonality and how quickly recommendations are implemented.
Case study FAQs
Why not just run demo-request ads?
Most buyers were not ready to book a demo on first contact. The benchmark report started the conversation, and the follow-up sequence moved the right people to a demo.
How was lead quality measured?
Sales scored every lead weekly against the agreed account profile, and those scores were fed back into targeting decisions.
Does LinkedIn lead generation work for B2B companies worldwide?
Yes, wherever your buyers are active on LinkedIn. We size the account list for your market, since smaller countries need broader targeting to keep enough reach.
Want a similar rollout?
Share your current baseline and we will map a phased execution plan to your growth goals.
