Project overview
Our client sells HR software to UK businesses with 20–200 employees. Cold email had been their main channel, but replies were falling.
They wanted inbound demo requests from the right companies, built on the founder's expertise.
Outbound fatigue
Three problems limited growth:
Falling email replies
Cold outreach was getting fewer responses each quarter.
An invisible founder
The founder had deep expertise but rarely posted.
Untested LinkedIn Ads
A previous ads test used generic creative and targeting.
What success looked like
- Build a steady flowof inbound demo requests.
- Grow the founder's audienceamong HR decision-makers.
- Make LinkedIn Ads profitablefor demos.
Our approach, step by step
- 1
Positioning Weeks 1–2
Rewrote the founder's profile and planned content pillars around HR challenges for growing businesses.
- 2
Founder content Ongoing
Three posts a week drafted from short interviews with the founder, plus a monthly carousel guide.
- 3
LinkedIn Ads Months 2–5
Lead gen form campaigns targeting HR and operations leaders at the right company sizes.
- 4
Follow-up Ongoing
Leads went straight to the CRM with an instant reply and booking link.
Before and after: key metrics
LinkedIn performance before we started vs month five.
| Metric | Before | After | Change |
|---|---|---|---|
| Demo leads per month | 6 | 37 | ▲ 6x |
| Founder profile views | 410 | 2,480 | ▲ 6x |
| Cost per demo (ads) | £240 | £86 | ▼ 64% |
| Followers (founder) | 1,900 | 6,300 | ▲ 3.3x |
The results
Demo leads grew steadily as content built trust and ads reached the right buyers.
“LinkedIn went from something we ignored to our best source of demos.”