Social Media Campaign Examples

11 days ago, I took over as interim CMO at Directive. Since then, form fills are DOWN 10%, but Strategy Calls held are UP 127%. And… we’re already out of sales capacity. Here are the 3 changes I made to our ad campaigns: 1. Asked the TWO Most Important Marketing Questions What I’ve learned from managing 100+ marketers is that media buyers can lose track of 2 core drivers of B2B SaaS performance: A. What % of our budget is going to what size companies? I found 81% of budget was going to orgs with <250 employees. I then analyzed our intro calls and found that SaaS companies with fewer than 200 employees did not have enough ad spend to hit our monthly minimums for our retainer. B. What % of budget is going to what titles? When you run a campaign it’s best to separate managers from Directors and up. This allows you to have large audiences + test buying authority in the vertical you target. It also lets you pause manager campaigns for enterprise, but keep live for mid-market, for example. 2. Reset the Employee Size of Tiers in our TAM I use employee size targeting instead of revenue when advertising. Revenue is a guess in data platforms because revenue is not reported by private companies. We have three core segments at Directive: - Startup: 51-199 - Mid-Market: 200-999 - Enterprise: 1000+ A few months ago we opened up our startups segment to 50 employees instead of 100. And, unfortunately, companies with under 100 employees were gobbling up ad spend due to their volume. The solution? Pause ads in the Startup sector, reset tiers so that startups was 100-199 (instead of 50-199), and reallocated budget into the Mid-Market and Enterprise segment. 3. Inspect, Inspect, Inspect I held a 1.5 hr marketing all hands where we reviewed every single active ad + copy we were running. Here were the takeaways we wrote up: Ad's moving forward need to have all the following included: - Hook - Directive (not Directive Consulting) - Exclusively for SaaS (not B2B SaaS) - Be clear about 2 things “Marketing Agency, Biggest in the space” - Using active and direct language, no more passive sentences Areas of improvement: - Test different subject lines - Capitalize and trademark Customer Generation™️ - Use customer logos and names in ad copy and imagery - Adjust the Ad copy to speak TO Enterprise, NOT startups - Run drastic Macro tests, not micro test (AZ tests not AB test) - Refresh convo ad copy + Sponsored Content on a monthly basis - Include numbers from benchmarks, NSMs goals achieved, etc in copywriting TAKEAWAYS: If you don’t add a layer of firmographics to your media buying you could be spending your budget on prospects who can’t actually buy from you. If you don’t tier out your TAM your budget can not be optimized for impact. Marketing is art, not science. Make sure you are in love with what your brand is communicating. Take a breath, follow this process for yourself, and reap the rewards of a sales team with a fully booked out calendar.

Over the last 6 months at Triangle, we’ve reviewed the performance of dozens of our Executive and Founder LinkedIn posts across all sectors. We pulled together reach, engagement, and story-type metrics, and three consistent patterns emerged. (1) Cultural hooks drive visibility. Posts that lead with a recognisable figure or big event attract high impressions. By tying in to these topics, you get broad distribution and big numbers. Then insert your idea, offer, company within this. Example: A tech leader building in the AI space opened with “Mark Zuckerberg wanted to buy Google.” The post reached 3.2M impressions. (2) Use proof points to build credibility. Executive posts that point to a real outcome (a campaign delivered, a deal closed, a client story) bump engagement rates significantly. Fewer eyeballs, but more meaningful interaction. That’s the kind of peer-recognition that moves you from “someone who talks” to “someone you want to buy from.” Example: A founder of a UK-based speaker bureau shared that they booked an Olympic gold medalist for a client. The post generated 26k impressions with 15 qualified MQLs. (3) Personal narrative and spotlighting others deepen the connection to your readers. When executives share a lived experience, like hardship, change, lessons learnt or they deliberately make someone else the hero, engagement spikes. You build trust at scale and deepen the connection with your audience. Example: A founder reflecting on 8 years of building their company reached 3.7k impressions with 1.57% engagement. Another spotlighting a client’s book launch hit 2.5k impressions and achieved 5.86% engagement. Actions you can take • Use a mix of formats rather than a single style. • Use a cultural hook when you need to amplify reach. • Use proof posts when you want to underpin your capability. • Use personal stories when you want to humanise your brand and deepen trust. • Track not just impressions but meaningful engagement: comments from peers, ICP engagement, follow-ups, profile views, DMs initiated. The difference between executives who get seen or not – is down to having a system in place. At Triangle, we build that system. Turning your ideas, proof points, and stories into a consistent flow of credibility, reach, and opportunity.

Not getting engagement on LinkedIn? Give this a try. If your posts aren’t getting the traction you want, it’s not because people don’t care—it’s because they don’t feel compelled to engage. Try one of these 7 content ideas this week to change that: 1. Share a success spotlight. Feature a client, partner, or leader who is making an impact. → What’s a creative solution they implemented? → How is their work shifting the industry forward? → What can others learn from them? 💡 Example: “How [Org/Person] is tackling [Industry Challenge] in a way we should all be paying attention to.” 2. Speak to a pain point. Your ideal audience should read your post and think: “Wow, they really get me.” → What’s a challenge your clients or partners struggle with? → What’s a small but meaningful shift they could make? 💡 Example: “Struggling to secure new corporate partnerships? Here’s what actually works.” 3. Tell a story with a lesson. People remember stories more than facts. Bring us into a moment that shaped you. → What’s a mistake you made that others can learn from? → What was a turning point in your career? 💡 Example: “The mistake that almost cost me [Lesson]—so you don’t have to make it.” 4. Share a bold take on an industry norm. Engagement thrives on fresh perspectives. Challenge conventional wisdom. → What’s something you believe about social impact, fundraising, or LinkedIn that others might push back on? → Where do most people get it wrong? 💡 Example: “We need to stop saying [Common Phrase]—here’s why.” 5. Offer an industry insight. Break down a common misconception or complex topic in your space. → What’s a strategy or approach that’s often misunderstood? → What’s an easier, more effective way to tackle it? 💡 Example: “Most people think the biggest challenge in solving the global water crisis is access to clean water. But the real issue is _____." 6. Show behind the scenes. People connect with people. Share something personal or vulnerable. → What’s a struggle you’ve faced in running your business? → What’s a challenge you’ve helped a client overcome? 💡 Example: “I used to believe [Old Belief]—until this moment changed everything.” 7. Give a quick, actionable tip. People love practical takeaways they can apply today. → What’s a simple, effective tip that can make a difference? → What’s the #1 thing you wish more people in your industry understood? 💡 Example: “If you want to [Achieve Goal], try this one simple shift.” If your LinkedIn content isn’t landing, try one of these ideas this week. And if you do—tag me! I’d love to see what you create. 🔖 Save this post so you never have to stare at a blank page again.

Want your LinkedIn posts to stand out and spark real engagement? Most people scroll. Few stop. Even fewer engage. Here’s your cheat sheet to flip the script. 1. Know your audience: Your post isn’t for everyone. Who’s it really for? Speak to their challenges, goals, and interests. 2. Nail your core message: If someone remembers just ONE thing from your post, what should it be? Keep it clear. Keep it focused. 3. Hook ‘em fast: The first line matters more than you think. Use bold statements, surprising facts, or ask questions that make people stop scrolling. 4. Share personal stories: Your experiences make your posts relatable. Authentic stories build trust and keep people coming back. 5. Keep them reading: Use cliffhangers, open-ended questions, and break up text with bullet points or short sentences. 6. Get emotional: Emotion drives engagement. Share how you felt—whether it’s a win, failure, or lesson learned. 7. Deliver the takeaway: Every story needs a point. What’s the insight, lesson, or action you want your audience to walk away with? 8. End with a bang (call to action): Want comments? Ask a question. Want shares? Give them a reason. Engagement doesn’t happen by accident. Pro tip: People don’t read, they scan. Short sentences. Simple words. White space. Which of these tips will you try in your next post? Drop your favorite in the comments #linkedIntips #contentcreation #copywriting #personalbranding #professionalgrowth #employerbranding

Controversial take: Stop trying to do more marketing. Start eliminating the 60% of activities draining your resources. Here's the prioritisation framework I use with my clients to make every marketing dollar count: 1. For Strategic Direction: Impact/Effort Matrix Stop treating all marketing activities equally. Plot everything on this grid: → High Impact, Low Effort: Growth Accelerators (Must prioritise NOW) → High Impact, High Effort: Strategic Investments (Schedule with dedicated resources) → Low Impact, Low Effort: Quick Wins (Batch process when possible) → Low Impact, High Effort: Resource Drains (Eliminate or automate) The most successful CMOs spend 80% of their time on high-impact activities. Yet most marketing teams spread resources evenly across all quadrants. 2. For Campaign Selection: The 3C Framework Before launching any campaign, run it through these filters: → Check alignment with business goals: Does this directly support our primary objective? → Calculate potential ROI: Estimate returns using: Reach × Conversion × Value → Consider resource constraints: Rate campaigns by resources needed vs. available I've watched founders chase trendy channels with terrible ROI while ignoring proven channels simply because they weren't exciting enough. 3. For Budget Allocation: The 70/20/10 Rule Smart marketers divide their budget following this simple ratio: → 70%: Core marketing activities with proven returns → 20%: Emerging channels showing early success → 10%: Experimental initiatives with learning potential If you are just getting started, flip this model, pour all resources into experiments until you find green shoots. 4. For Daily Execution: The Eisenhower Matrix for CMOs Your time is your most valuable marketing asset. Protect it fiercely: → Urgent & Important: Campaign emergencies, key stakeholder requests aligned with objectives  → Important, Not Urgent: Strategy development, team coaching → Urgent, Not Important: Most emails, status meetings (Delegate these!) → Neither Urgent Nor Important: Vanity metrics, unfocused competitor research (Eliminate) The best marketing leaders I know spend most of their time in the "Important, Not Urgent" quadrant. The struggling ones live in "Urgent, Not Important." The startups I've seen scale fastest don't have bigger budgets or better tools. They're just ruthlessly disciplined about prioritisation. Which of these frameworks would have the biggest impact on your marketing efforts? Share below 👇 ♻️ Found this helpful? Repost to share with your network. ⚡ Want more content like this? Hit follow Maya Moufarek.

𝐁𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠 𝐈𝐬𝐧’𝐭 𝐚 𝐌𝐚𝐭𝐡 𝐏𝐫𝐨𝐛𝐥𝐞𝐦. 𝐈𝐭’𝐬 𝐚 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐢𝐧𝐝𝐬𝐞𝐭. For this #MarketerinTech: 𝑼𝒏𝒔𝒄𝒓𝒊𝒑𝒕𝒆𝒅 episode, I wanted to tackle a topic that’s rarely glamorous but always crucial—𝐛𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠. Every planning cycle, we talk about ambitions—growth, retention, customer love. But where the rubber hits the road is budget. If your marketing dollars don’t reflect your strategy, then you don’t have a strategy. As a B2B marketer, I look at allocations through three lenses— 1. 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬  is about brand, trust, and mindshare. 2. 𝐕𝐨𝐥𝐮𝐦𝐞 is about generating more clients—even if they’re smaller ticket—to create consistent pipeline. 3. 𝐕𝐚𝐥𝐮𝐞 is focused on large clients and complex deals where trust, customization, and long-cycle engagement matter. Each annual planning cycle, plan against these three pillars, commit budget % accordingly, and pressure-test it against business goals. The trick is to revisit and refine quarterly—because any changes you make today will likely only show up 3–6 months later. You need clarity, not panic. And what about experimentation? I recommend reserving 10–15% for bold bets—AI pilots, creative formats, unconventional channels. These aren't wildcards; they're structured experiments that we measure, learn from, and scale if they work. But none of this sticks unless you have full alignment with sales and business stakeholders. Transparency and joint ownership turn budget from a cost to a growth engine. ----------------#𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒊𝒏𝑻𝒆𝒄𝒉: 𝑼𝒏𝒔𝒄𝒓𝒊𝒑𝒕𝒆𝒅 𝑺𝒏𝒂𝒄𝒌𝒑𝒂𝒄𝒌------------- ✅ Anchor budgets in 3 pillars: Awareness, Volume, and Value ✅ Commit upfront, but revisit quarterly with a realistic lens ✅ Ringfence 10–15% for experiments—but measure, don’t guess #B2BMarketing #MarketingPlanning #MarketingROI #BudgetPlanning #MarketingBudgets #GrowthMarketing #PerformanceMarketing

Maximizing Results with a Low Ad Budget: A Strategic Approach Think you need a big budget to achieve meaningful results with your ads? Not necessarily. Here’s how to make the most of a modest budget through strategic planning and careful analysis: 1. Set Clear Objectives: • Start by defining your target Cost Per Lead (CPL). This gives you a clear goal to work towards and helps guide your strategy. 2. Reverse Engineer Your Strategy: • Work backwards from your desired CPL to determine the budget and resources needed. This reverse engineering ensures you stay focused on achieving your goals within budget constraints. 3. Understand Your CPM (Cost Per 1,000 Impressions): • Analyze your average CPM to gain insights into where your money is going. This data is crucial for optimizing your campaigns and ensuring you’re getting the most bang for your buck. 4. Strategic Targeting: • Focus your ad spend on the most relevant audience segments. It’s more effective to target a smaller, more engaged audience than to spread your budget too thin. 5. Test and Optimize: • Even with a low budget, regular A/B testing can help you identify what works best. Use these insights to continuously refine your approach and improve performance. 6. Optimize for Efficiency: • Ensure that every dollar is spent wisely by creating ads that are designed to capture attention and convert effectively. Remember, success in advertising isn’t about how much you spend—it’s about how strategically you spend it. With the right approach, even a limited budget can deliver strong results. Let’s connect if you want to explore strategies to maximize your ad spend and achieve your marketing goals! #DigitalMarketing #AdStrategy #LowBudgetAds #MarketingROI #LeadGeneration #CPL #coachingniche #coaches

How we generated $1.1M in direct pipeline with Paid Search in 6 months Here’s the exact Google Ads strategy we used with a $15K/month budget. Context: Company: Series A B2B SaaS Segment: Midmarket ACV: $20K+ Goal: Demo Requests Budget: $10-15K/month Channel: Paid Search Strategy: 1/ High-Intent Keywords Our primary focus was on bottom-of-funnel keywords. Campaign set-up: - Keywords: Category + "software" or "tool" - Match Types: Started with Exact Match, Phrase Match - Bidding: Manual CPC, Switched to tCPA with conversions - Landing Pages: Simple, direct “Book a Demo” CTAs, no distractions - Device Targeting: Desktop only Results: Low volume, High conversion to pipeline 2/ Generic Keywords We tested generic variants of high-intent keywords. It generated some demo requests but was not as efficient and cut most due to poor conversion rates. What worked: - Some keywords converted - We paused all broad terms that didn’t convert - Excluding irrelevant search terms consistently - Smart Bidding strategy improves performance What didn’t work: It drove more traffic, not SQLs. Intent matters more than volume in B2B. 3/ Competitor Campaigns We targeted competitor brand names and "alternative" modifiers. Campaign Setup: - Match Types: Exact Match, Phrase Match - Bidding: Manual CPC with higher CPCs to remain competitive. - Ad Copy: Highlighted differentiators, pricing advantages, and social proof. - Landing Pages: Comparison pages with clear CTA. Results: Higher CPL, highest return. 4/ Dynamic Search Ads (DSA) We ran DSA campaigns to expand targeting. Campaign Setup: - Landing pages: Homepage & key product pages. - Exclusions: Brand terms + irrelevant pages. - Bidding: Maximize conversions. Results: Found new high-intent keywords that we added to campaigns. 5/ Retargeting Since B2B deals don’t convert on the first visit, we retargeted high-intent visitors to bring them back. Campaign Setup: - Targeted visitors who visited the website. - Demand Gen and YouTube Ads - Feature / Benefit, Capabilities, Product explainers Primary goal: Brand presence and nurturing. Reporting: - HubSpot CRM integration → Imported lead & deal data. - UTM tracking → Traced pipeline back to specific campaigns. - Google Data Studio Dashboard → Full-funnel tracking (Lead -> CW) Results: - $1.1M in direct pipeline in 6 months - Scaled from 0 to over 20 demos per month - Generated 3.55 ROAS Summary: We focused on high-intent search and competitor campaigns, testing MOFU terms but cutting those that didn’t convert. DSA campaigns helped uncover additional high-performing keywords while retargeting nurtured, engaged visitors. As conversion data increased, a shift in bidding strategies improved performance. --- If you’re a marketer in B2B SaaS, spending around $15k+/month, and need help with a Google Ads strategy Book a time, and let's chat about how we can grow your pipeline. https://lnkd.in/edUWuUfN #b2bsaas #paidads #googleads

What’s actually working right now on LinkedIn for B2B founders? Here are 11 specific tactics I’m seeing across the 150+ posts we have going live every week across our clients (you can use these this week). (1) Text-only posts are making a comeback: Long-form, well-researched text posts are crushing. A great example of someone doing this exceptionally well is Gala Aga, CEO of Aligned. (2) Lead magnet posts still work (when done right): The "comment X for access" format still gets huge engagement…but only if your lead magnet is genuinely valuable. I’d recommending aiming for once per month max to avoid burning out your audience. (3) Short-form video is still prioritized: I’ve been getting slammed with ads from LinkedIn sharing how video is growing 2X faster than other formats. Look…it’s not the automatic viral hack it was in Q4 last year, but the algorithm still rewards it heavily. And regardless, getting on camera in front of your audience is a great way to fast track trust building. (4) Test boosting organic posts with thought leader ads: Organic reach is down across the board. One way to combat this is to your best-performing posts and put some spend behind them as "thought leader ads." This ad unit looks almost identical to organic content in-feed. (5) Filter outbound connections by recent activity: When building your network in Sales Navigator, toggle "posted on LinkedIn" to only target people active in the last 30 days. Your acceptance rates will be wayyy higher. (6) The first 30 minutes of engagement is EVERYTHING. Posts that go viral almost always have massive engagement in the first half hour. For important announcements, coordinate with your team to drive immediate engagement. (7) Use specific numbers in your hooks. "70 demos per week," "$30M ARR" -- these specific figures grab attention instantly. Specificity drives content performance. (8) Leverage AI in your content workflow. AI is here. It drafts content pretty damn well if you have strong source material. You should be incorporating Claude, GPT, Bluecast, etc into your workflow. I also love Wispr Flow for dictation. It’s cracked. (9) Build a content ecosystem with multiple team members. Companies crushing it have 2-7 team members all posting consistently. Use your personal profiles to create an echo chamber on LinkedIn. (10) Use scrappy, real-life media over branded graphics. Polished corporate graphics look like ads and get scrolled past. In-the-moment photos from events or office life perform significantly better. (11) Use Featured Links in your bio to drive profile visitors to the next obvious step in your funnel. Set 1-2 links going to: home page + one relevant case study. You can also do a lead magnet if you have one to put here. You want to make it as EASY as possible for a follower to become a buyer. I go into more detail in today’s video. It’s a longer one, so bookmark it to watch during your next content session. 🫡

Subscriber engagement isn't a vanity metric –– it's an influential factor that can make or break your email deliverability. Want to boost your open rates, improve inbox placement, and supercharge your email ROI? Here are 5 proven strategies to increase subscriber engagement and improve your email deliverability: 1. Optimize For Subscriber Quality, Not Quantity Having a large list email list means nothing if they are all low quality subscribers. Subscribers who come from questionable sources, or who don’t have a real interest in your content, are far more likely to disengage or mark your emails as spam. This hurts your reputation with ISPs and decreases your inbox placement. You’ll see better open rates, more engagement, and improved deliverability when you focus on QUALITY over QUANTITY in list-building. 2. Segment Your Audience Subscribers aren't numbers in a spreadsheet, they're real people. Group your audience based on factors like demographics, purchase history, and engagement level. Then, create targeted campaigns that are tailored to the specific needs and interests of each segment. This allows you to deliver hyper-relevant content that resonates –– and resonance is great for your engagement KPIs. 3. Personalize Your Messages Generic "email blasts" are a thing of the past. Use subscriber data to tailor your content, offers, and sending frequency to each individual's preferences and behaviors. The more relevant and personalized your emails are, the more likely subscribers are to open them, read them, and take action. 4. Nail Your Timing The timing of your email sends can dramatically influence engagement metrics. Sending a discount code immediately after someone leaves your site with a full cart can be the perfectly timed offer that seals the deal. Sending a discount immediately after someone just PURCHASED a product from you is a great way to ruin an otherwise positive experience. Use data to optimize send times based on email category and subscriber behaviors. 5. Continuously Test And Optimize Contrary to what some marketers would have you believe, email isn't a "set it and forget it" strategy. You need to constantly be testing different elements like subject lines, content, offers, and calls-to-action. More importantly, you need to ANALYZE those tests and use them to continually refine your approach. These five tactics are the most effective way to kickstart a virtuous cycle: More emails hitting inboxes → More engagement on those emails → Stronger sender reputation → Improved deliverability Implement these strategies, and you'll show ISPs that your emails are not only wanted, but valued.