B2B LinkedIn Marketing Case Study: How an International Software Company Stayed Visible Across Every Target Market
Key success factors
The challenge
What did the client want?
The client already had a clear outreach strategy. They had defined target account lists for each market. They were doing cold outreach. What they needed was a presence that kept them front of mind between those touchpoints.
The challenge with ABM-focused LinkedIn marketing is this: audience sizes vary. Some markets have a large pool of relevant contacts. Others are tight, with only a few hundred decision-makers. A single targeting approach does not work across both.
They also needed brand engagement, not just clicks. Follower growth, post interaction, and sustained visibility across the buying cycle mattered. A campaign that runs for two weeks and disappears does not serve an ABM strategy.
How Exponential delivered the results
We structured the LinkedIn campaigns into three distinct targeting segments, applied depending on the market and the size of the available audience.
- ABM + ICP targeting. When account lists were large and audiences broad, we targeted specific decision-making roles within those companies. This kept spend focused on the people who actually matter.
- ABM + ICP manager-level targeting. When account lists were smaller, we widened the role targeting to include IT managers and product development managers within those accounts. Smaller audience, broader role capture.
- Industry and ICP targeting. When a campaign message was relevant beyond the account list, we targeted the most relevant industries and larger companies within those industries, combined with ICP roles.
This way, we had a targeting approach that fit regardless of the market.
For creative, we led with single-image ads. These attract immediate interest and are simple to test. We layered in carousel and document ads to build engagement and give audiences more to interact with.
One detail that made a consistent difference: we added the client’s relevant organic LinkedIn posts to the active campaigns. This kept engagement visible on posts over time, rather than letting them drop after a few days of organic reach. It also helped build followers as a byproduct of the paid activity.
All campaigns ran on manual bidding. We manage every campaign this way. Automated bidding optimises for platform goals. Manual bidding optimises for results.
Engagement campaigns consistently outperformed traffic campaigns. They drove more followers, more post interactions, and delivered additional value beyond the click.
Key results
- Campaign-influenced contacts delivered 2 to 3x ROI
- Results tracked and attributed through HubSpot
- Consistent visibility maintained across multiple target markets simultaneously
- Engagement campaigns generated follower growth as a secondary benefit
Summary
A well-structured ABM LinkedIn strategy does not look like one campaign targeting everyone. It is three targeting layers, applied based on the reality of each market. Manual management. Creative that fits the stage of the buyer journey. The result is a strategy that does not just generate clicks. It builds the kind of sustained visibility that supports both cold outreach and long sales cycles.
Who is the Client?
The client is an international software development company operating across multiple markets. They serve enterprise and mid-market clients and use a structured ABM approach to sales and marketing. They combine direct outreach with digital marketing to engage decision-makers throughout the buying cycle.
Services provided
B2B LinkedIn marketing strategy
Account-based marketing (ABM) campaign setup and management
Ad creative deployment (single image, carousel, document ads)
Manual LinkedIn campaign management and bidding
HubSpot attribution and ROI tracking
Our approach was the key to success. Target only the people already planning to outsource or nearshore. Support their long decision cycle with steady retargeting. Then keep improving the landing pages, messaging, and keyword strategy until the system runs clean and predictable.
Urmet Seepter
Partner, Exponential
More cases
FAQ
How soon can we expect to see tangible results from a growth campaign?
While every industry varies, we structure our sprints to deliver “quick wins” within the first 30 days—usually by optimizing existing low-hanging fruit in your funnel. However, creating a predictable, scalable lead generation engine typically requires a 90-day ramp-up period to gather sufficient data, iterate on creative testing, and stabilize your cost-per-acquisition (CPA).
How is “Growth Marketing” different from the traditional digital marketing we are already doing?
While every industry varies, we structure our sprints to deliver “quick wins” within the first 30 days—usually by optimizing existing low-hanging fruit in your funnel. However, creating a predictable, scalable lead generation engine typically requires a 90-day ramp-up period to gather sufficient data, iterate on creative testing, and stabilize your cost-per-acquisition (CPA).
Our B2B product is highly technical and niche. Can you actually reach our specific decision-makers?
While every industry varies, we structure our sprints to deliver “quick wins” within the first 30 days—usually by optimizing existing low-hanging fruit in your funnel. However, creating a predictable, scalable lead generation engine typically requires a 90-day ramp-up period to gather sufficient data, iterate on creative testing, and stabilize your cost-per-acquisition (CPA).
Do you work on a project basis or a monthly retainer?
While every industry varies, we structure our sprints to deliver “quick wins” within the first 30 days—usually by optimizing existing low-hanging fruit in your funnel. However, creating a predictable, scalable lead generation engine typically requires a 90-day ramp-up period to gather sufficient data, iterate on creative testing, and stabilize your cost-per-acquisition (CPA).
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