Driving High-Impact Lead Generation for a B2B product in EMEA!

Customer Background

Our client, a B2B enterprise software firm in the EMEA region, specializes in serving highly regulated industries. The Head of Sales and Commercial Relations, who initiated the RFP, sought a more structured digital marketing approach.

Nopea’s mandate was two-fold:

Improve visibility

Increasing the firm’s visibility among target accounts to appear as market leaders

Capture leads

Generating sales-qualified leads (SQLs) to fill pipeline of the commercial team

Situation and challenges

The client did not have a dedicated digital marketing team with deep expertise in B2B marketing.

The company’s LinkedIn presence was inconsistent, lacked reach, and ad spending failed to deliver the expected results.

Along with this, on-going lead generation and revenue growth relied heavily on expanding existing accounts, cold outreach, mass emails, and industry events, highlighting the absence of a well-defined marketing strategy.

Despite their best efforts, ROI remained underwhelming. The leadership team was skeptical about whether things could turn around. They knew they needed a clear, strategic approach to attract and nurture leads but did not have the right team and framework to execute it effectively.

Solution

After performing the usual audit of the company’s existing sales and marketing collateral, we proposed (and later implemented) a two-phase LinkedIn marketing strategy:

Phase 1: Building awareness & visibility

Our team prioritized developing a structured monthly LinkedIn content calendar for consistent publishing. It helped solve the ‘content’ problem.We then started top-of-the-funnel (TOFU) awareness campaigns targeting ideal customer profile (ICP) accounts. The foundational work we did by collaborating with the client’s leadership team helped us design and code high-conversion landing pages tailored to target personas.

Phase 2: Lead Generation & Retargeting

We focused on increasing visibility within key accounts using LinkedIn’s targeting capabilities. Ads were shown to C-level executives and senior managers in fintech, regtech, and govtech roles. We launched LinkedIn lead generation campaigns optimized for conversions. As part of our strategy, we created cornerstone content at key touchpoints, then hit a home run with compelling ad creatives that turned engagement into conversions.

Audience attributes

Our team utilized a ‘custom audience’ approach to retarget users from Phase 1.

We used a retargeting strategy to move audiences from awareness (TOFU) to mid-funnel and end-funnel ads, increasing engagement and conversion rates.

Results

Quality Leads

Increased high-quality leads by 38% within three months of launching the lead-gen campaigns.

Engagement

The campaign achieved 2.5x higher engagement compared to industry benchmarks.

Market Dominance

Captured over 74% of the market share across all competitors in terms of leads captured

Spend Optimization

All leads were captured with 67% less ad spend than the market benchmarks and competitors.

Future strategy

The client plans to refine the retargeting strategy further, expanding audience segmentation and testing additional LinkedIn ad formats to drive even stronger results.

The goal is to maximize qualified lead generation and optimal cost per lead (CPL).