Challenges Faced by the Company

Lack of Experience in LinkedIn Marketing

Despite previous marketing efforts, Sacher CNC had not utilized LinkedIn as a customer acquisition channel. This platform, however, is crucial for B2B industries as it gathers professionals and business decision-makers.

Need for a Digital Marketing Strategy Development

The company required an analysis of LinkedIn's effectiveness and the design of appropriate subpages on its website that could attract potential customers.

Diverse Target Markets

Key target audiences included industrial companies from Poland and international markets such as Sweden, Denmark, Germany, the Netherlands, the United Kingdom, Austria, and Switzerland. Each of these markets has different expectations and needs, which required tailored content.

High Customer Acquisition Costs

One of the main problems was defining and monitoring the Cost Per Lead (CPL). The company sought an effective campaign that would generate specific sales inquiries at the lowest possible cost.

Strategic Goals of the Campaign

Utilizing LinkedIn as an Effective Tool for New Customer Generation.

LinkedIn is one of the most important social media platforms for companies operating in the B2B model. It gathers decision-makers and professionals looking for new suppliers, business partners, and specialized services.

Using LinkedIn in a marketing campaign enables:

Directly reaching individuals responsible for purchases and business decisions.
Building an expert image in the industry by publishing valuable content.
Creating precisely targeted advertising campaigns that reach specific companies and positions.
Using tools like Direct Messaging to establish business relationships.

Creating Tailored Marketing Content and Dedicated Subpages (Landing Pages) for Various Audience Groups.

In a LinkedIn campaign, content personalization is crucial—different industries have different needs, so preparing a uniform message for all recipients is ineffective. For this reason, Sacher CNC decided to create dedicated subpages (landing pages) tailored to individual customer segments.

Why is this important?

Greater campaign effectiveness – When a user lands on a page that meets their specific needs (e.g., medical or automotive industry), they are more likely to decide to make contact.
Higher conversion – Specially designed landing pages contain specific information about the company's capabilities and present its competitive advantages in the context of a given industry.
Better results analysis – Thanks to dedicated pages, it's easier to monitor campaign effectiveness and measure which customer segments generate the best results.

Optimizing the Campaign for CPL, or the Cost of Acquiring One Valuable Lead.

Cost Per Lead (CPL) is one of the key indicators of campaign effectiveness. It represents the average cost a company incurs to acquire a valuable business contact. A high CPL can make a campaign unprofitable, so its optimization was necessary.

How was the campaign optimized for CPL?

Better ad targeting – Precisely defining the target audience (e.g., positions, industries, locations) reduced the number of unnecessary ad impressions to people who were not potential customers.
Ad content testing – A/B testing of various ad and post versions was conducted to see which messages generated the most valuable leads.
Direct message segmentation – Direct Messaging was aimed at carefully selected decision-makers, increasing campaign effectiveness.
Regular results analysis and optimization – The campaign was continuously monitored and modified based on the results obtained.

Thanks to these actions, a CPL of 700 PLN was achieved, making the campaign profitable and effective.

How was the campaign implemented?

To achieve these goals, Sacher CNC partnered with our agency, which has extensive experience in LinkedIn campaigns for B2B companies. Our agency's experts prepared a comprehensive strategy, adapted to the specifics of the market and customer expectations.

The key activities within the campaign included:

Instead of general messages, content was created that was precisely tailored to different industries and countries. Each market had its specific needs; for example, automotive companies looked for precise components, while medical companies paid attention to quality of execution and compliance with standards.

Attractive informational materials were prepared, including photos of CNC machines, infographics, and detailed service descriptions. Such content helped potential customers better understand Sacher CNC's offer and encouraged them to make contact.

Each target group had a dedicated subpage on the website, containing specific information about the company's technological capabilities and examples of implementations.

Over 30 educational posts were published in Polish and English, showcasing the company's capabilities and providing valuable information about CNC technology. This helped Sacher CNC build its position as an industry expert.

Messages were sent to carefully selected decision-makers, presenting the company's offer and inviting them to a conversation.

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Results of our collaboration

0101marketing < > Sacher CNC

40

Sales
Opportunities

The campaign generated interest in the company's offer, which translated into valuable conversations with potential clients.

12

new
clients

Sacher CNC acquired new business partners from both Poland and international markets.

300K

PLN in
Quote Value

The campaign contributed to generating potential transactions of significant value.

700 zł

CPL
(Cost Per Lead)

The campaign achieved its financial goal, demonstrating that the strategy was cost-effective.

Thanks to these results, LinkedIn became one of Sacher CNC's key channels for acquiring B2B clients.

Thanks to an effective LinkedIn campaign, our company was able to reach new clients both in Poland and abroad. The cost per lead was only 700 PLN, which allowed us to effectively grow our business.

Production manager, Sacher CNC

Conclusions and Key Lessons from the Campaign

Before the campaign, Sacher CNC wasn't leveraging LinkedIn as a sales tool. After implementing the strategy, the platform became a key element for acquiring business clients.

Tailoring messages to different audience groups (e.g., pharmaceutical vs. automotive industry) increased campaign effectiveness and potential client engagement.

Creating specific landing pages for individual industries and markets allowed for more effective lead capture and improved the quality of sales inquiries.

Precise ad targeting, content optimization, and CPL monitoring allowed the campaign to achieve profitability while increasing its overall effectiveness.

Regularly publishing valuable posts, building an expert position, and engaging in direct conversations with clients increased the campaign's effectiveness.

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dr Wojciech Idzikowski

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+48 660 000 464

Case study

Effective LinkedIn Campaign — How Sacher CNC achieved over 300,000 PLN in potential transaction value

Sacher CNC is a Polish company with over 30 years of experience in the metal processing industry.

Challenges Faced by the Company

Lack of Experience in LinkedIn Marketing

Need for a Digital Marketing Strategy Development

Diverse Target Markets

High Customer Acquisition Costs

Strategic Goals of the Campaign

Utilizing LinkedIn as an Effective Tool for New Customer Generation.

Using LinkedIn in a marketing campaign enables:

Creating Tailored Marketing Content and Dedicated Subpages (Landing Pages) for Various Audience Groups.

Why is this important?

Optimizing the Campaign for CPL, or the Cost of Acquiring One Valuable Lead.

How was the campaign optimized for CPL?

Thanks to these actions, a CPL of 700 PLN was achieved, making the campaign profitable and effective.

How was the campaign implemented?

The key activities within the campaign included:

01_Content Personalization

02_Lead Magnets

03_Landing Pages

04_Content Marketing

05_Direct Messaging

Leverage Our Experience

Results of our collaboration

0101marketing < > Sacher CNC

40

12

300K

700 zł

Production manager, Sacher CNC

Schedule a free strategy session

Conclusions and Key Lessons from the Campaign

01_LinkedIn as an Effective B2B Channel

02_Content Personalization is Fundamental

03_Dedicated Landing Pages Increase Conversion

04_Campaign ROI Was High

05_LinkedIn is More Than Just Ads — Organic Activities are Also Important

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