Hi there,
I'm happy to give you some initial thoughts and guidance on your LMS lead generation strategy, especially after you've had some less-than-ideal experiences with LinkedIn campaigns. It's really quite normal to get irrelevant enquiries, especially in the B2B sector. There are definitely a few things we can tweak to hone in on the right audience and improve lead quality. I've run quite a few campaigns for SaaS including for edtech, and there are a few things that tend to be universal across the board when it comes to getting good leads.
We'll need to look at refining your LinkedIn Targeting...
First off, LinkedIn can be a bit of a mixed bag, can't it? You often find loads of educators who are curious but don't have the budget or the authority to make a decision. What we did for a similar LMS client was to really laser-focus on specific job titles. We're talking "Head of Curriculum," "Director of Technology," and even "Principals" for smaller schools. Targeting private schools and smaller school districts can also make a big difference. The key here is to think about who actually signs the cheques and tailor your targeting to reach those people directly. You may have to do some digging to find the actual list of schools to target but it's worthwhile.
Geographic targeting is another thing to keep in mind. If your LMS is primarily designed for schools in a specific region or country, make sure your LinkedIn targeting reflects that. It's no use getting leads from schools on the other side of the world if you can't realistically serve them. Consider using LinkedIn's location filters to narrow down your audience to your target area.
I'd say you should focus on ad copy that speaks to specific pain points...
Your ad copy is super important. Don't just reel off a list of features; talk about how your LMS solves specific problems schools face. Think about things like improving student engagement, streamlining administrative tasks, or making it easier for teachers to track student progress. What are the biggest headaches your target schools are experiencing, and how does your LMS alleviate them?
For example, I remember working on a campaign where we highlighted saving teachers time on grading. It resonated well because it addressed a common frustration. Use strong verbs and clear, concise language to communicate the benefits of your LMS in a way that resonates with your target audience. You can also highlight unique selling points or differentiators that set your LMS apart from the competition. A/B testing different ad copy variations can help you identify the messaging that performs best.
You probably should explore lead gen forms on LinkedIn...
It's definitely worth looking into lead generation forms on LinkedIn, as they can be a great way to pre-qualify leads and gather important information upfront. Instead of sending people directly to your website, you can use lead gen forms to collect their contact details, job title, school name, and any other relevant information that will help you determine whether they're a good fit for your LMS.
Lead gen forms also allow you to ask qualifying questions, such as "What are your biggest challenges with your current LMS?" or "What are your key priorities for improving student outcomes?". The answers to these questions can give you valuable insights into the needs and pain points of potential customers, allowing you to tailor your sales approach accordingly. Make sure your lead gen forms are mobile-friendly and easy to complete, and always follow up with leads promptly to keep them engaged.
You'll need a solid follow-up strategy...
Once you've generated some qualified leads, it's important to have a solid follow-up strategy in place. Don't just send a generic email and hope for the best. Instead, take the time to personalize your follow-up communications based on the information you've gathered from their lead gen form responses and LinkedIn profiles. Mention specific pain points they raised or challenges they're facing, and explain how your LMS can help them overcome those obstacles.
Consider using a multi-channel approach to follow-up, including email, phone calls, and even LinkedIn messages. The key is to be persistent but not pushy, and always provide value in your communications. For example, you could share relevant case studies, blog posts, or webinars that demonstrate the benefits of your LMS in action. You could also offer a free demo or trial of your software to give them a firsthand look at its capabilities.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| LinkedIn Targeting | Refine your targeting to focus on specific job titles (e.g., "Head of Curriculum," "Director of Technology") at private schools and smaller school districts. |
| Ad Copy | Craft ad copy that speaks directly to the pain points of schools, such as improving student engagement or streamlining administrative tasks. Highlight how your LMS solves these specific problems. |
| Lead Gen Forms | Utilize LinkedIn lead generation forms to pre-qualify leads and gather important information upfront, such as their job title, school name, and key priorities for improving student outcomes. |
| Follow-Up Strategy | Develop a solid follow-up strategy that includes personalized communications, multi-channel outreach (email, phone, LinkedIn), and valuable content to keep leads engaged. |
The B2B sales cycle can often be a longer process. If this sounds like a lot to take on yourself, it might be worth considering expert help. For what it's worth, we offer a free initial consultation where we review your strategy and account together. Feel free to book in a time in my bio if you'd like some extra help.
I remember one campaign we ran for a B2B software client where we achieved a cost per lead of $22 using LinkedIn Ads.
Regards,
Team @ Lukas Holschuh
