Reaching public-sector IT decision-makers
For a B2B company serving the public sector, we focused on universities and public healthcare. The first phase recorded 30 leads in 21 days, with an average advertising cost per lead of €39.29.
- leads in 21 days
- 30
- average advertising CPL
- €39,29
- impressions
- 41.359
The challenge
The audience was narrow and procurement complex. We identified around 2,600 decision-makers across IT management, CIO and procurement roles, separating university and healthcare needs rather than using one public-sector message.
The work
We created two sector-specific whitepapers reviewed by the client’s public-sector specialists and tested copy/visual combinations. LinkedIn Ads, InMail and email connected specialist content with sales conversations; Document Unlock offered a preview before the download request.
Reading the results
The 30 leads are contacts generated in the first phase, not signed contracts. CPL refers to reported advertising spend, not total project cost. The six-month sales target is separate from observed results.
Results relate to the project described and do not guarantee outcomes for other campaigns.