Unlocking Growth with a Tailored LinkedIn Strategy

We began by laying strong campaign foundations, ensuring precise segmentation between RE100 and non-RE100 companies, filtering by job title (e.g. sustainability leaders, energy managers), and setting clear performance benchmarks for impressions, engagement and CTR. This created the structure needed to track and evaluate results meaningfully.

The campaign followed a dual-strand approach. At the top of the funnel, we ran awareness campaigns to build visibility among a cold but relevant audience. Alongside this, conversion campaigns initially focused on demo bookings but evolved to promote a downloadable guide — a softer entry point for a highly technical and niche product. Mid-campaign, we refined targeting based on feedback from SEL’s sales team, adjusting job titles and industry filters to align more closely with the audiences showing genuine interest.

The campaign successfully positioned LinkedIn as a demand generation channel for SEL. Between December 2024 and March 2025, it generated over 200,000 impressions and had a measurable impact on website performance. Early tracking challenges were overcome, and results exceeded initial expectations.

• 28% year-on-year increase in engagement time
• 8% year-on-year increase in page views
• 15% year-on-year decrease in bounce rate
• Positive campaign performance unlocked additional budget to expand lead magnet-focused tactics

The success of this campaign demonstrated that tailored strategies are essential for niche B2B products. By combining educational content with sales-aligned targeting, SEL was able to build awareness, deepen engagement, and establish LinkedIn as a platform for future growth.