We’ve successfully used Linkedin as a B2B lead-generation platform by generating the leads that were more likely to convert into valuable customers, and delivering sustainable growth in the process.
Sano is a leading detergent manufacturer in Israel, providing toiletries and hygiene products to a broad worldwide market.
The company produces a wide range of affordable laundry products for the household, industrial and institutional sectors.
Sano’s vision is to be part of every household across the globe, just as they are an inseparable part of everyday life in Israel. They are constantly expanding their operations to international markets, looking to partner with distributors and retailers within the FMCG sector in Europe and the US.
Generate leads of distributors and retailers outside Israel interested in Sano’s products
Increase brand awareness and deliver a strong message related to the value of Sano’s products
Test Linkedin as a reliable platform for future lead-generation campaigns
Expand our audience and target prospects who don’t know about the brand yet, but could be potential buyers in the future
Generate a database of quality distributors and retailers looking to collaborate with Sano within the FMCG sector in Europe and the US
Get quality leads on a tight budget
No prior customer data available for Linkedin
Lead generation works more efficiently when you also tell people who you are and formulate strong brand and product USPs to run along with your campaigns.
We approached the task at hand from two different but complementary perspectives. First, there’s the awareness element where a business has to showcase its core values. Secondly, there’s the minutious targeting and continuous A/B testing that can make the leads come in.
In terms of audience, we didn’t have much data, so we started with the easy wins, targeting the prospects who had already showed interest in the brand and products and worked to expand our audience group based on geo-location, job function and seniority-level. By targeting “job function” and “seniority” as opposed to “job title”, we managed to expand our audience without losing relevancy.
Overall, our CTR was outperforming LinkedIn benchmarks by 550%, which demonstrated the creative and targeting was ideal, and the message was strongly resonating with the target audience.
Simply put, we generated more leads without breaking the bank.
We drove awareness of what Sano has to offer through ideal creatives and copywriting, and combined them with direct, personalised CTAs that brought in high-quality leads. By running a continuousl A/B testing process, we made the most of our limited budget.
The campaign has generated 34,485 impressions vs an audience of 710,000, and the potential is there for more leads and engagement in the future campaigns.