Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your LinkedIn ad campaigns for your email marketing platform. I understand you're targeting marketing managers at companies between 50-200 employees, and the cost per lead is high, but the biggest problem is that these leads aren't converting into demos.
Let's break down some areas where we can improve.
We'll need to look at the targeting criteria...
First off, let's address the targeting. As you mentioned, you're currently targetting 'Marketing Managers' at companies with 50-200 employees. The trouble with job titles on LinkedIn is that they can be incredibly broad, and 'Marketing Manager' is a prime example of that. It could mean a recent graduate managing social media accounts, or it could be someone with decades of experience overseeing entire marketing strategies. This lack of specificity means you're likely casting too wide a net, and capturing leads who aren't actually in a position to make decisions about purchasing a new email marketing platform.
Actionable Solution: Refine your targeting by incorporating seniority levels. Instead of just 'Marketing Manager,' try targeting titles like 'Senior Marketing Manager,' 'Head of Marketing,' 'Marketing Director,' or even 'VP of Marketing.' These individuals are more likely to have the authority and budget to evaluate and implement new marketing tools. Also, have a think about focusing your budget on retargeting.
I'd say you need to refine your audience...
Consider narrowing your audience to specific industries or sectors where your email marketing platform offers a distinct advantage. For example, if your platform has unique features tailored for e-commerce businesses, focus your targeting on marketing managers within that sector. Alternatively, consider using LinkedIn's 'Matched Audiences' feature to upload a list of existing customers or prospects. LinkedIn can then match these contacts to profiles on its platform, allowing you to target individuals who are already familiar with your brand or who fit a specific customer profile.
I remember one campaign we ran for a software company where we needed to reach B2B decision makers. We used LinkedIn ads and achieved a cost per lead of $22. This was achieved by focusing on a narrow audience that targeted their specific Ideal Customer Profile (ICP).
Actionable Solution: Experiment with different audience segments and closely monitor the performance of each one. Pay attention to metrics like cost per lead, demo booking rate, and lead quality to identify the most promising audiences.
You probably should review your ad copy and creative...
Your ad copy and creative play a crucial role in attracting the right type of leads. If your ads are too generic or don't clearly articulate the value proposition of your email marketing platform, you're likely to attract unqualified leads who are simply curious but not genuinely interested in booking a demo. Similarly, if your visuals are unappealing or don't effectively showcase the platform's features, you'll struggle to capture the attention of your target audience.
Actionable Solution: Review your ad copy to ensure it's clear, concise, and compelling. Highlight the unique benefits of your email marketing platform and address the specific pain points of your target audience. Use strong calls to action that encourage users to book a demo. Experiment with different ad formats, such as video ads or carousel ads, to showcase your platform's features and capabilities. Consider including customer testimonials or case studies to build trust and credibility.
You'll need a compelling landing page...
The landing page experience is another critical factor influencing demo booking rates. If your landing page is cluttered, confusing, or doesn't provide a seamless transition from the ad, you're likely to lose potential leads. Similarly, if the demo booking process is cumbersome or requires too much information upfront, you'll deter users from completing the process.
Actionable Solution: Ensure your landing page is visually appealing, easy to navigate, and optimised for conversions. Clearly articulate the value proposition of your email marketing platform and highlight the benefits of booking a demo. Streamline the demo booking process by minimising the number of steps required and requesting only essential information. Consider using a tool like Calendly to allow users to schedule demos directly from the landing page.
Don't forget to optimise your demo booking process...
The demo itself is a critical touchpoint in the sales process. If your demos are poorly structured, unengaging, or don't effectively showcase the platform's capabilities, you'll struggle to convert leads into paying customers. Similarly, if your sales team isn't properly trained to handle demos or doesn't follow up with leads in a timely manner, you'll miss out on valuable opportunities.
Actionable Solution: Ensure your demos are well-structured, engaging, and tailored to the specific needs of each lead. Highlight the platform's key features and benefits and demonstrate how it can solve the lead's specific pain points. Provide ample opportunity for leads to ask questions and address any concerns they may have. Train your sales team to effectively handle demos and follow up with leads promptly. Consider offering a free trial or pilot program to allow leads to experience the platform firsthand.
I've detailed my main recommendations for you below:
| Area | Recommendation | Why |
|---|---|---|
| Targeting | Refine targeting by seniority level and industry. | Broader targeting captures unqualified leads. Specificity improves lead quality. |
| Ad Copy & Creative | Ensure clear, concise, and compelling ad copy. Use visuals that highlight platform features. | Effective ads attract qualified leads and showcase value. |
| Landing Page | Optimize landing page for conversions. Simplify demo booking process. | Seamless experience encourages demo bookings. |
| Demo Booking | Tailor demos to specific needs. Train sales team for effective handling and follow-up. | Engaging demos convert leads into paying customers. |
These are just a few initial thoughts. As you can see, there are quite a few elements that'd need to be reviewed. I remember one campaign we ran for a B2B Software company where we generated 4,622 registrations at $2.38 Cost Per Registration using Meta Ads. It can take a while to optimise though, that's for sure. A lot will depend on your offer and the sales process.
If you'd like to discuss this in more detail or if you'd like an expert to take a look at your campaigns and give you some guidance, feel free to book in a free consultation, I'd be happy to help.
Regards,
Team @ Lukas Holschuh
