B2B SaaS Company

About This B2B SaaS Company

This B2B SaaS company provides enterprise resource planning (ERP) software for mid-market manufacturing companies. Founded in 2016, they've grown to serve 200+ clients but struggled to scale their marketing efforts to match their product capabilities.

The Challenge

Despite having a strong product, the company faced significant marketing challenges:

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Long Sales Cycle

• Average deal close time: 6 months

• Low brand awareness in target market

• Prospects requiring extensive education before purchase

• Limited touchpoints during the consideration phase

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Weak LinkedIn Presence

• Company page had only 1,200 followers

• Posts getting 10-20 engagements at best

• No employee advocacy program

• Thought leadership content published sporadically (1-2x monthly)

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Lead Generation Struggles

• Marketing qualified leads (MQLs) stagnant

• High cost per lead ($450+ per MQL)

• No attribution between social content and sales pipeline

• Sales team skeptical of marketing efforts

The Solution

The company implemented a comprehensive B2B social strategy:

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Phase 1: LinkedIn Foundation (Week 1-2)

• Audited and optimized company page

• Set up employee advocacy program for sales team

• Created content pillars for thought leadership

• Integrated AMP with HubSpot CRM

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Phase 2: Content Engine (Week 2-4)

• Launched daily thought leadership content

• Created industry trend commentary series

• Set up case study and testimonial promotion

• Implemented lead magnet promotion campaigns

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Phase 3: Employee Advocacy (Week 4-6)

• Onboarded 15 employees to advocacy program

• Created personal brand content for executives

• Set up content suggestions for sales team

• Implemented gamification for employee engagement

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Phase 4: Lead Nurturing (Week 6-8)

• Created content sequences for different buyer personas

• Set up retargeting content for website visitors

• Implemented LinkedIn conversation ads integration

• Built attribution reporting between social and pipeline

Results After 60 Days

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LinkedIn Growth

• Company followers increased by 340% (1,200 → 5,280)

• Average post engagement: 450+ (previously 15)

• Thought leadership reach: 125,000+ monthly impressions

• Employee advocacy posts generating 3x company page engagement

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Lead Generation

• Marketing qualified leads increased by 89%

• Cost per MQL reduced from $450 to $180

• Social-attributed pipeline value: $2.4M

• LinkedIn became #2 lead source (behind Google Ads)

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Sales Impact

• Sales cycle reduced from 6 months to 4 months

• Deals influenced by social content: 67%

• Sales team social selling adoption: 80%

• Average deal size increased by 23%

Key Features That Made the Difference

1. LinkedIn Automation: Optimal posting times and format recommendations for B2B 2. Thought Leadership AI: Generated industry commentary and trend analysis content 3. Employee Advocacy: Easy content sharing for sales team with engagement tracking 4. CRM Integration: Attribution tracking between social engagement and sales pipeline 5. Lead Magnet Promotion: Automated promotion of whitepapers, webinars, and guides

Content Strategy

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Thought Leadership Pillars 1. Manufacturing industry trends and insights 2. Digital transformation best practices 3. ERP implementation success stories 4. Operational efficiency tips 5. Leadership and management insights

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Content Mix (Weekly)

• 3x Industry commentary/trends

• 2x Educational content (tips, how-tos)

• 2x Company updates/culture

• 1x Customer success story

• 1x Lead magnet promotion

• 1x Employee spotlight

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Employee Advocacy Content

• Pre-approved content library for easy sharing

• Personal brand templates for executives

• Sales enablement content for prospect engagement

• Industry news commentary suggestions

Long-Term Business Impact

One year after implementation:

• LinkedIn following reached 18,000

• Social-attributed revenue: $8.7M

• Marketing became profit center (4.2x ROI)

• Successfully launched in 2 new markets using social insights