Case study: LinkedIn Ads

Challenge: 

At Mixmax, I oversaw the LinkedIn ads strategy, managing a mix of brand awareness ads aimed at increasing reach and lead generation ads. Our challenge was identifying which ad strategy would yield the best results for the channel. 

Solution: 

We conducted a comprehensive analysis of existing ad types and their results. This included evaluating in-platform metrics such as CPM (cost per thousand impressions) and CPC (cost per click), as well as downstream metrics like pipeline contribution and revenue generation.

Based on the findings, we reallocated the budget away from lead generation ads and focused on thought leadership initiatives. To strengthen this shift, we collaborated with influencers who actively used our software. These influencers created highly relevant, real-world examples of how our product could address the needs of our ideal customer profile (ICP).

Results: 

By prioritizing thought leadership ads and partnering with influencers, we saw a significant improvement in ad performance and overall channel effectiveness.