Client Overview
Our client is a B2B SaaS platform providing project management and collaboration tools for enterprise teams. Operating in a competitive market with established players like Asana and Monday.com, they needed a strategic approach to generate high-quality leads from decision-makers at mid-size to enterprise companies.
Industry: B2B SaaS (Project Management Software)
Target Audience: IT Directors, Operations Managers, CTOs at companies with 100-1000+ employees
Campaign Duration: 12 months
Total Investment: $84,000 ($7,000/month)
The Challenge
When the client approached IMJD, they were struggling with:
- Low lead volume: Generating only 15-20 demo requests per month through their website and cold outreach
- Poor lead quality: 70% of leads were from SMBs who couldn't afford enterprise pricing
- Long sales cycle: Average time to close was 6-8 months with high drop-off rates
- Limited brand awareness: Unknown in the market compared to established competitors
- No content strategy: Generic website copy with no thought leadership or educational content
Their previous digital marketing efforts focused heavily on Google Ads, which was expensive (CPC $12-18) and attracted mostly tire-kickers rather than qualified enterprise buyers.
Our Strategy
IMJD developed a comprehensive B2B lead generation strategy combining LinkedIn advertising, content marketing, and marketing automation:
Phase 1: LinkedIn Ads Foundation (Months 1-3)
- Created targeted LinkedIn ad campaigns focusing on job titles (IT Director, VP Operations, CTO) at companies with 100+ employees
- Developed 5 high-value lead magnets: "Enterprise Project Management Buyer's Guide," "ROI Calculator," "Security Compliance Checklist," "API Integration Guide," and "Team Productivity Benchmark Report"
- Implemented LinkedIn Lead Gen Forms to reduce friction and increase conversion rates
- A/B tested ad creative focusing on pain points vs. solution benefits
Phase 2: Content Marketing Engine (Months 4-8)
- Published 24 long-form blog posts (2,500+ words each) targeting bottom-of-funnel keywords like "best project management software for enterprise" and "Asana alternatives for large teams"
- Created 12 case studies showcasing successful implementations at enterprise clients
- Launched a weekly LinkedIn newsletter "Enterprise Productivity Insights" with 3,200+ subscribers
- Developed comparison pages (Client vs. Asana, vs. Monday.com, vs. Jira) ranking for high-intent keywords
Phase 3: Marketing Automation & Nurture (Months 9-12)
- Implemented HubSpot marketing automation with 7-touch email nurture sequences
- Created personalized email journeys based on lead magnet downloaded and company size
- Developed retargeting campaigns on LinkedIn for website visitors who didn't convert
- Launched LinkedIn InMail campaigns for high-value accounts (ABM approach)
- Integrated Salesforce CRM with marketing automation for seamless lead handoff to sales team
The Results
After 12 months of execution, the client saw transformative results:
520%
Increase in Qualified Leads
18.7%
Lead-to-Customer Rate
340%
ROI on Marketing Spend
4.2
Months Avg. Sales Cycle
Key Performance Metrics:
- Demo requests: Increased from 20/month to 124/month (520% growth)
- Cost per lead: Decreased from $215 to $68 (68% reduction)
- Lead quality: 82% of leads now qualify as enterprise prospects (vs. 30% before)
- Sales cycle: Reduced from 7 months to 4.2 months (40% faster)
- Closed deals: 23 new enterprise customers generated $1.2M in ARR
- Content traffic: Organic blog traffic grew from 850/month to 12,400/month
- LinkedIn presence: Company page followers grew from 340 to 8,900
Key Takeaways
- LinkedIn outperforms Google for B2B: For enterprise software, LinkedIn's targeting capabilities (job title + company size + industry) delivered 3.2x better ROI than Google Ads
- Lead magnets are essential: High-value downloadable resources converted at 28% vs. 3% for direct demo requests
- Content builds trust: Prospects who read 3+ blog posts before demo requests had a 2.4x higher close rate
- Marketing automation scales nurture: Automated email sequences achieved 42% open rates and 12% click rates, keeping leads engaged until they were sales-ready
- ABM works for enterprise: Account-based marketing (ABM) targeting 50 high-value accounts delivered $480K in pipeline with personalized LinkedIn InMail campaigns
- Quality over quantity: Focusing on enterprise-qualified leads (not just any leads) improved sales efficiency and reduced wasted sales time by 65%
"IMJD completely transformed our lead generation. We went from struggling to fill our demo calendar to having a 2-week waitlist. More importantly, the leads are actually qualified-our sales team is closing deals at nearly 20%, up from 8% before. The content strategy has also positioned us as thought leaders in our space. Best marketing investment we've ever made."
- Sarah Chen, VP of Marketing at ProjectFlow (SaaS client)
Tools & Platforms Used
- LinkedIn Ads: Campaign Manager for sponsored content, InMail, and lead gen forms
- HubSpot: Marketing automation, email sequences, and lead scoring
- Salesforce: CRM integration for seamless lead handoff and pipeline tracking
- SEMrush: Keyword research and competitive analysis for content strategy
- Hotjar: Website heatmaps and user recordings to optimize conversion paths
- Clearbit: Lead enrichment to score and prioritize high-value accounts
- WordPress: Blog platform with Yoast SEO for technical optimization