Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your premium feature launch for your team collaboration hub and how paid ads can drive adoption within large enterprises.
It sounds like you've got a good product to take to market, so let's break down a strategy to get this in front of the right people and make sure you have a solid approach.
We'll need to look at industry segmentation...
First off, segmenting your targeting by industry will be crucial. What works for a manufacturing company won't necessarily resonate with a financial institution. The needs of each enterprise will vary greatly, and the messaging needs to reflect that.
I remember working with a cloud storage provider who initially adopted a one-size-fits-all approach. They spent a considerable amount of budget without seeing the desired results. It wasn't until we tailored the ad copy and landing pages to speak directly to the pain points of specific industries that we saw a significant improvement in conversion rates. Different messaging really shifted the numbers.
I'd say you should be nailing LinkedIn targeting...
LinkedIn is likely your best bet for reaching specific enterprise roles. The key here is to nail your targeting. Think about the specific job titles of the decision-makers and champions you want to reach within these organizations.
Consider using job titles such as "Innovation Manager," "Head of Digital Transformation," or "Chief Technology Officer," combined with seniority levels like "Director," "VP," or "Executive." You want to ensure you're reaching individuals who have the authority to influence decisions and drive adoption.
Also, don't underestimate the importance of testing different ad formats. Sponsored Content can be effective for sharing thought leadership content and building brand awareness. However, direct response ads might be more suitable for highlighting the specific features and benefits of your premium product line. What you wanna do is find the best way to make it connect.
You probably should be setting up conversion tracking...
Setting up conversion tracking right from the outset will be very important. Don't just track leads; track which roles within each organisation convert into paying customers. This data will be invaluable in refining your targeting and messaging over time.
You'll probably wanna use this data to optimise your campaigns and allocate your budget effectively. I'm talking full funnel tracking as well, not just a simple lead form submission. See where the drop-off is in the process. That way, you can focus on improving the quality of your leads.
You'll need to review case studies and results...
Let's delve into how you can leverage paid ads, and particularly social media advertising, to meet your objectives. The foundation of any successful paid advertising campaign lies in understanding which platforms resonate most with your target audience.
For your B2B enterprise focus, LinkedIn is indeed a frontrunner due to its precision in targeting specific professional roles. I recall that we achieved a cost per lead of $22 for B2B decision makers on LinkedIn Ads. This approach is really powerful for precision targeting.
However, consider augmenting this with other platforms depending on the industries you are aiming at. I think it would be good to create multiple campaigns to test the platform's performance. It's all about testing, testing, testing.
You also want to create a good follow up strategy, and retarget people who didn't convert into leads.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Industry Segmentation | Tailor ad copy and landing pages to address the specific pain points of different industries. |
| LinkedIn Targeting | Target specific job titles and seniority levels within enterprise organisations. |
| Ad Format Testing | Experiment with different ad formats, such as Sponsored Content and direct response ads, to determine what resonates best with your audience. |
| Conversion Tracking | Track which roles convert into paying customers to refine targeting and messaging. |
| Full Funnel Tracking | Set up full funnel tracking to review the drop offs in your funnel. |
Implementing this strategy will help you make informed decisions, optimise your ad spend, and drive adoption of your premium feature set within large enterprises.
Ultimately, the right agency can bring a lot to the table, especially when it comes to optimising complex campaigns like this. Someone with expertise in scaling software campaigns can be really helpful. I remember we helped a software client get 3,543 new users at a cost of £0.96 per user with Google Ads. We also helped another software client gain 5082 Software Trials at $7 cost per trial using Meta Ads.
It may be worth booking in a free consultation, the link is in my bio. We can review your current strategy and account together, which usually provides a taste of the expertise you'll see if you decide to work with us.
Regards, Team @ Lukas Holschuh
