186 demo leads at $353 each.
The target was $1,000.
How Kiin rebuilt LinkedIn Ads for an AI-native employee relations and HR case management platform, on a $10K a month budget, and turned an account full of engagement into demo leads and pipeline.
A B2B HR tech company with a $30K customer.
The client sells employee relations software to HR teams: case management, workplace investigations, anonymous reporting and the analytics behind them. We're keeping the name private until they sign off.
Plenty of engagement. Not enough demos.
The existing LinkedIn campaigns got likes, clicks and comments, but they weren't producing enough demo leads, conversions or pipeline for a product with a $30K lifetime value.
A full-funnel rebuild, from audit to sales follow up.
Start with the ICP, the sales process and the rest of the ad spend.
A full review of structure, targeting, formats and tracking in the existing account.
Sessions with the team to pin down the ICP, how sales qualifies and closes, and the wider advertising mix.
A LinkedIn Ads strategy with clear jobs for top, middle and bottom of funnel, and a budget for each.
New cold audiences, and retargeting to catch them.
A named list of target accounts that fit the ICP.
Companies already on the website, identified with a deanonymisation tool and turned into a second ABM list.
People connected to competing HR and employee relations tools.
Video viewers, ad engagers and site visitors, so every cold impression feeds the bottom of the funnel.
A job for every stage of the funnel.
Thought Leader Ads, single image ads and short videos to reach the ICP and grow the retargeting audiences.
Thought Leader Ads, guides, testimonials and other formats served to retargeting audiences.
Conversation Ads and other demo campaigns, with an incentive added to lift demo requests.
Fix what happens after the form.
We suggested improvements to how sales followed up demo leads, so more of them turned into meetings and pipeline.
Copy, creative and campaign settings were changed continuously based on what the data showed.
186 demo leads at $353 each, against a $1,000 target.
At the target cost, 186 demo leads would have cost about $186K. They cost $68K.
| Bottom of funnel campaign | Spend | Demo leads | Cost per demo lead |
|---|---|---|---|
| Cold · ABM company list | $28,069 | 89 | $302 |
| Retargeting | $17,601 | 41 | $408 |
| Cold · Frontline ICP | $7,833 | 26 | $301 |
| Cold · Tech | $7,784 | 24 | $324 |
| Three smaller tests | $7,019 | 6 | $1,170 |
| All seven campaigns | $68,306 | 186 | $354 |
Source: LinkedIn Campaign Manager, the seven bottom of funnel demo campaigns.
Three in four demo leads came from cold audiences, at about $300.
How Kiin reads itA tight ABM list asked straight for a demo beat retargeting on cost. That only works when the list is the real ICP and the offer is worth the click, which is why the audience work and the incentive came first.
$2.1M of LinkedIn-influenced pipeline from $30K of spend.
Fibbler matches LinkedIn ad engagement to the accounts that enter the CRM pipeline. Over the last 90 days it attributed 118 deals to LinkedIn influence.
A note on influenceFibbler reports pipeline as LinkedIn-influenced when an account engaged with the ads before entering the pipeline. It is an influence metric, not proof that LinkedIn was the only source of each opportunity.
What this account taught us.
A $30K customer can carry a $1,000 demo. Knowing that let us spend on the bottom of the funnel with confidence.
The ABM list made 89 demo leads at $302, nearly half the total, at the lowest cost per demo.
Deanonymised site traffic gave a second ABM list of companies already looking.
Top of funnel grows the pool, middle warms it, bottom asks for the demo. Judge each on its own job.
Adding an incentive to the bottom of funnel offer gave busy HR buyers a reason to book now.
The account had engagement before. What changed is that it now shows up in the CRM.
Want demo leads under target?
Kiin audits and rebuilds LinkedIn Ads accounts for B2B tech: audiences, full-funnel structure, offers and the follow up behind the form. Book a free call and leave with your benchmark, a business case and your first three fixes.