Solved: Structuring Ad Campaigns for Enterprise HR Leaders

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance regarding your AI-powered ATS feature launch. It sounds like you have a really interesting product on your hands, and it's great that you're dedicating a decent budget to getting it off the ground. Let's get right into it.

We'll need to look at LinkedIn Sales Navigator...

First things first, I reckon you should take a proper look at LinkedIn Sales Navigator. I know it can be a bit pricey, but honestly, for what you're trying to do – reaching very specific HR leaders at Fortune 500 companies – it's probably going to be your best bet. The level of granular targeting you get with Sales Navigator is pretty unmatched. You can drill down based on job title (think "VP of HR," "Chief People Officer," etc.), company size (Fortune 500 is a great starting point), industry, and even specific skills that people list on their profiles. It's not just throwing ads into the ether; it's more like a guided missile to your ideal customer.

It's worth remembering that we've helped B2B software companies reach decision makers using LinkedIn. I recall one campaign where we achieved a cost per lead of $22 targeting B2B decision makers.

I'd say you really should look at account-based marketing (ABM)...

Next up, let's talk account-based marketing (ABM). I know, I know, it sounds like a bit of a buzzword these days, but trust me, it can be seriously effective, especially for high-value targets like Fortune 500 companies. The basic idea is that you identify the specific companies that are most likely to be interested in your AI DE&I feature. Do some digging and figure out which ones have publicly stated DE&I goals, which ones have recently faced DE&I related scandals, and which ones just seem like a good fit for your solution. Once you've got your list of target companies, you need to identify the relevant HR leaders within those companies, you can use Sales Navigator to do this and you might be able to use data enrichment tools like Apollo.io too.

From there, you can start targeting those people with highly personalised ads, content, and even email outreach. Think about creating content that speaks directly to the challenges those specific companies are facing when it comes to DE&I. Show them how your AI-powered ATS can help them achieve their goals and improve their workplace culture. The more personalised you can make it, the better.

You probably should measure and optimise...

Now, here's where things get really important: you absolutely have to keep a hawk-like eye on your ad spend and results across different platforms and campaigns. With a significant budget, it's alarmingly easy to burn through cash if you're not careful. Make sure you're tracking everything meticulously. Which platforms are actually driving leads? Which campaigns are converting those leads into qualified opportunities? Which keywords are performing best? Which ad creatives are resonating most with your target audience? You need to know this stuff inside and out.

If you see that a particular platform or campaign isn't performing well, don't be afraid to pull the plug. It's better to cut your losses early and reallocate your budget to something that's actually working. Google Analytics is your best friend here, so make sure you've got it set up properly and you're tracking all the key metrics. If you aren't tracking everything, then you'll be in the dark and it's a gamble.

You'll need to prepare for long sales cycles...

One final thing to keep in mind is that sales cycles in the enterprise market can be notoriously long. You're not selling a packet of crisps here; you're selling a complex software solution that requires buy-in from multiple stakeholders. Don't expect to see immediate results. It might take months, even years, to close a deal with a Fortune 500 company. That's just the nature of the beast.

You need to be patient, persistent, and prepared to nurture your leads over the long haul. This means staying in touch with them regularly, providing them with valuable content, and building a strong relationship. Think of it as a marathon, not a sprint.

I've detailed my main recommendations for you below:

I hope this has been helpful! Launching a new feature to enterprise clients can be a bit of a daunting task, but with the right strategy and execution, you can definitely achieve your goals.

Given the scale of your budget and the potential complexity involved, you might want to consider getting expert help. We've run quite a few campaigns for B2B SaaS clients, and we have a good understanding of what works and what doesn't. We offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

Regards,
Team @ Lukas Holschuh