Building a Predictable LinkedIn Demand Generation Engine

We started working with FISCAL Technologies in October 2022.

When they came to us, LinkedIn wasn't operating as a predictable lead generation channel. Performance was inconsistent, lead volume was extremely low and some leads were costing around £300 each.

The challenge wasn't simply generating more leads. FISCAL sells into large organisations, typically targeting businesses with revenues between approximately £150 million and £1 billion.

Their ideal buyers include:

• Heads of Accounts Payable
• Accounts Payable leaders
• Heads of Finance
• Finance Directors
• Senior finance decision-makers

These are senior people inside large organisations — a relatively small and highly valuable audience. The goal was to create a LinkedIn system capable of reaching these people consistently and generating measurable demand.

In the early stages of the campaign, we focused heavily on lead magnets.

Rather than immediately asking a cold audience to book a meeting or speak to sales, we gave FISCAL's target buyers useful content that addressed the problems they were already dealing with.

This allowed us to start generating predictable engagement and leads while simultaneously building a much larger audience of relevant finance professionals.

As more data came into the account, we were able to understand:

• Who was engaging
• Which messages resonated
• Which content generated leads
• Which audiences ultimately converted

That became the foundation for the wider demand generation strategy.

Over the following years, the campaign developed significantly.

We've tested and promoted multiple different types of content across the entire buyer journey. Rather than relying on one advert or constantly chasing cold leads, FISCAL now has a full LinkedIn demand generation funnel.

• Cold campaigns introduce FISCAL to new accounts and decision-makers
• Educational content and lead magnets create engagement
• Middle-of-funnel campaigns continue to build trust and familiarity
• Retargeting allows us to stay visible to people who have already shown interest
• Conversion campaigns capture demand when those prospects are ready to take the next step

We've continued refining that system throughout our relationship with FISCAL.

The scale of the campaign is particularly significant when you consider how narrow and senior FISCAL's target audience is.

From £86,173 in advertising spend, the campaigns have generated more than £226,000 in tracked conversion value. That's approximately 2.63× tracked return on ad spend.

Alongside the direct lead generation activity, the campaigns have achieved a 33% conversion rate and an average £11.51 cost across tracked conversion actions.

The number we're particularly proud of is 493 leads.

Generating hundreds of leads is one thing. Generating them when your audience consists of Heads of Accounts Payable, Heads of Finance, Finance Directors and other senior finance professionals inside £150m–£1bn organisations is something very different.

LinkedIn has allowed FISCAL to consistently put its brand, content and solutions directly in front of the people most likely to influence or make purchasing decisions.

And because the campaign has been running for years rather than months, we've been able to continually use performance data to improve targeting, messaging, creative and conversion.

When we started working together, FISCAL had no established LinkedIn demand generation system. Lead volume was minimal. Some leads were costing approximately £300. There was no mature funnel supporting prospects throughout the buying journey.

Today, LinkedIn has become a long-term acquisition and demand generation channel for the business.