For paid, everything had to be built from scratch. 

We took time to understand the target audience by conducting research and getting insights from Workist's sales team. Furthermore, we utilized creative testing and iteration to determine what resonates with the target audience, refining the Ideal Customer Profile (ICP) fit based on these insights. Subsequently, we established a demand generation framework, implemented the relevant processes, and moved to execution.

‍

Part of the demand generation framework is to design a variety of creatives tailored to different stages of the funnel, including engaging awareness ads, educational videos, social proof ads and direct response ads. In contrast to conventional B2B ads, these creatives are characterized by creativity and an understanding of the target group, which is clearly reflected in their performance. For this reason we introduced a variety of initiatives to continually enhance and sustain high performance.

‍

Among them are: 

• regular creatives tests - beyond simple color tests, we are testing various messaging approaches that are based on prior research and are established in close partnership with the client 
• audience tests - next to the core ICP of Sales Managers and Leaders, we tested different other personas in order to reveal untapped potentials - in particular, we tested IT, BizDev and Leaders (C-Level) audiences. 
• country test - early market tests in the US (stopped for now, will be taken on again early next year) 
• campaign tests, such as testing the newly launched AI campaign type (also not successful) 

‍

In collaboration with Workist, we also aim at positioning them as thought leader in their field. To accomplish this, we regularly produce interview-style videos at the YOYABA office, which are shared on personal LinkedIn channels and integrated into the paid strategy.

‍

In summary, two approaches have proven particularly effective for Workist:

• Direct lead generation campaigns: These campaigns have enabled us to generate demo leads at an efficient cost of €500 per LinkedIn lead. The high conversion rate to actual demo bookings has allowed us to consistently and reliably generate a high volume of high-quality leads per month.
• Subject matter expert videos and engaging awareness ads: These content-driven campaigns are instrumental in educating the audience and creating demand by positioning Workist as a knowledgeable leader in their industry.

‍

This results in a) direct demo conversions within LinkedIn and b) inbound demo requests via the website that reference LinkedIn as “self-reported source”. 

For paid, everything had to be built from scratch. 

We took time to understand the target audience by conducting research and getting insights from Workist's sales team. Furthermore, we utilized creative testing and iteration to determine what resonates with the target audience, refining the Ideal Customer Profile (ICP) fit based on these insights. Subsequently, we established a demand generation framework, implemented the relevant processes, and moved to execution.

‍

Part of the demand generation framework is to design a variety of creatives tailored to different stages of the funnel, including engaging awareness ads, educational videos, social proof ads and direct response ads. In contrast to conventional B2B ads, these creatives are characterized by creativity and an understanding of the target group, which is clearly reflected in their performance. For this reason we introduced a variety of initiatives to continually enhance and sustain high performance.

‍

Among them are: 

• regular creatives tests - beyond simple color tests, we are testing various messaging approaches that are based on prior research and are established in close partnership with the client 
• audience tests - next to the core ICP of Sales Managers and Leaders, we tested different other personas in order to reveal untapped potentials - in particular, we tested IT, BizDev and Leaders (C-Level) audiences. 
• country test - early market tests in the US (stopped for now, will be taken on again early next year) 
• campaign tests, such as testing the newly launched AI campaign type (also not successful) 

‍

In collaboration with Workist, we also aim at positioning them as thought leader in their field. To accomplish this, we regularly produce interview-style videos at the YOYABA office, which are shared on personal LinkedIn channels and integrated into the paid strategy.

‍

In summary, two approaches have proven particularly effective for Workist:

• Direct lead generation campaigns: These campaigns have enabled us to generate demo leads at an efficient cost of €500 per LinkedIn lead. The high conversion rate to actual demo bookings has allowed us to consistently and reliably generate a high volume of high-quality leads per month.
• Subject matter expert videos and engaging awareness ads: These content-driven campaigns are instrumental in educating the audience and creating demand by positioning Workist as a knowledgeable leader in their industry.

‍

This results in a) direct demo conversions within LinkedIn and b) inbound demo requests via the website that reference LinkedIn as “self-reported source”.