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Funding Stage
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Campaign Duration
Campaign Type
No of SDRs
Aironworks, a cybersecurity company specializing in protecting businesses against phishing attacks, partnered with us to increase their sales pipeline and enhance brand awareness. The project spanned 25 weeks and focused on LinkedIn outreach as the primary channel for engaging potential clients.
Limited initial traction with the original Ideal Customer Profile (ICP).
Transition from one LinkedIn automation tool (Leadhives) to another (Meet Alfred), which led to data loss and measurement gaps.
Budget constraints that precluded the integration of supplementary outreach methods, such as a fractional SDR approach or phone-based campaigns.
ICP Refinement
After early campaigns underperformed, the ICP was adjusted to better align with target audience behavior, significantly improving connection rates and booked meetings.
LinkedIn Campaigns
Focused efforts included:
A/B Testing of Messaging
Adjusted outreach messaging to identify what resonated most with the audience, transitioning from casual conversations to concise, value-focused messaging.
Enhanced Brand Awareness
Optimized LinkedIn profiles, expanded content visibility, and encouraged more interaction with posts to establish Aironworks as a recognizable brand in their niche.
Meeting Bookings:
Initially, campaigns underperformed with the KPI of 2-3 meetings per month. However, after ICP adjustments, significant improvements were observed:
September: 5 meetings booked (24% meeting-to-connect rate).
October: 9 meetings booked (22% meeting-to-connect rate).
Engagement Metrics:
Over the course of the campaign, Aironworks' visibility grew:
Event Outreach Impact:
Event-related messaging proved effective as a conversation starter, leading to meaningful interactions aligned with Aironworks’ core objectives.
Maintaining clear communication was vital throughout the campaign. Regular strategy sessions and monthly reporting ensured alignment and allowed for adjustments based on real-time data.
The partnership with Aironworks demonstrates the value of a structured approach to LinkedIn outreach in driving both immediate pipeline results and broader brand awareness. Future efforts could build on these insights with a multi-channel approach and deeper initial audience analysis.
Solutions
Ensure robust data tracking before making platform changes to avoid future gaps.
While LinkedIn was the sole channel, combining it with other tactics (e.g., phone outreach) could have amplified results.
Measuring beyond booked meetings, such as profile engagement and connection rates, provides a broader view of campaign value.
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