How Rivery Generated a 3X Return on Ad Spend & Added $250,000 of Potential Revenue to Their Pipeline in 7 Months

The Problem

Rivery specializes in helping companies build complex, end-to-end ELT data pipelines, fast. ELT stands for Extract, Load, Transform and is the process of transferring raw data from a source server to a data system (such as a data warehouse).

Before they came to us, Rivery had been testing a content lead strategy that focused on building their brand and building demand to a refined target market but they weren’t getting the results they had hoped for.

They knew they needed to shift their strategy to include lead generation in order to get the right kinds of results for their business. They needed the additional manpower and a proven, comprehensive system to reach out to the right prospects but they just didn’t have the time or expertise to do it on their own.

That’s When They Reached Out To LinkedSelling

Before we determined the exact strategy that we would use for this campaign, we first had to dive deep into the types of people we would be targeting. We ran a deep analysis of their existing web traffic and current client lists and found areas of opportunity that had not been targeted before.   

Together, we decided to target the following job titles within companies with 50–1000 employees:

• Senior Business Intelligence Analyst

• Data Operations Manager

• Data Quality Manager

• Director Technology Solutions

• Data Architect

• Data Scientist

• Data Engineer

• VP of Analytics

• Senior Data Manager

The Solution

After identifying Rivery’s target audience, it was time to figure out the strategy.

For this campaign, we utilized a “full-funnel” LinkedIn ads campaign that mixed brand, content, social proof, and lead generation to capture prospects at every stage of the funnel. The marketing mix and $30k monthly budget allocation looked something like this: 

• Lead generation to gated, value-based content. Leads from here would be funneled to their sales team (35% of spend).
• Content: We use a Top/Middle/Bottom strategy mixed with vertical-specific materials to meet the buyer where they are in the buying journey (45% of spend).
• Social Proof Layers: Using case studies, testimonials, and videos to retarget those who engage with materials to build social proof (20% of spend).

We also set up multiple forms of attribution to paint a picture of what’s working. This includes UTMs, CRM data, direct integrations with LinkedIn, your standard conversion events, and the all-powerful LinkedIn Revenue Attribution report.

This multi-attribution model is something most people miss and they end up not seeing the full value of their campaigns.

Here are two examples of lead generation ads that we ran on LinkedIn over the course of the campaign:

The Results

Over the course of 7 months, this campaign generated a 3X return on Rivery’s spend, just from LinkedIn ads. Our team was also able to add over $250,000 in potential revenue to their pipeline. Within 1 year, there was over $1.1 million dollars of supported, influenced, and direct revenue generated from these LinkedIn ads. 

With the number of new leads that were generated from this campaign, they now have the potential to add even more revenue in the future with the right follow-up sequence in place.

LinkedIn Noticed Our Work With Rivery and Wrote a Case Study On It!

In mid 2023, LinkedIn noticed the work we were doing for Rivery and were so impressed with the results, they decided to write a case study about it!

The case study had a huge focus on this statement, “enhanced granularity in tracking funnel metrics and campaign ROAS has provided Rivery with deeper insights into LinkedIn’s comprehensive impact on revenue and pipeline”.

They also noted that this campaign yielded these results:

– 36.8% Shorter Deal Cycles (AKA an increase in pipeline velocity, AKA deals close faster when exposed to our LinkedIn ads compared to other media)
– 36.6% Higher Win Rates from deals exposed to LinkedIn Content compared to other traffic sources.
– 3.29x return on spend

Because of these results, Rivery’s confidence in this strategy was unmatched and it convinced them to raise their budget nearly 60% and “justified this investment to their c-suite.”

Quotes from Tanner Stolte, Lead Strategist of the LinkedSelling Ads Division, and Alexander Nelson, Rivery’s Director of Marketing, were also featured in the case study:

This was no “quick win”. This work took months of testing and optimizations (and still does) You can see early signals of what is working but you need persistence and time to see the bigger effect of your strategy. The key is to have a veteran team that can roll out these playbooks for you and guide you through the process. 

If you know your organization needs help breaking through on LinkedIn, be sure you reach out to us here to schedule a quick call or a free audit.