Case overview
Sigma is a leading cloud analytics and business intelligence platform that empowers teams to explore and visualize data at scale. Their goal was to drive more demo requests from qualified prospects through LinkedIn advertising.
Based on our expertise in LinkedIn advertising and understanding of B2B buyer behavior, we identified that implementing in-platform lead generation forms would streamline the user journey and reduce drop-offs.
We were confident this shift would remove a major point of friction while maintaining lead quality, and the results quickly proved it.
Involvement
The Brief
Sigma wanted to drive more demo requests from their ideal prospects while keeping acquisition costs efficient.
The key goals were to increase demo volume month over month, reduce drop-offs in the funnel, and provide cleaner lead data for the sales team. At the same time, the campaigns had to remain scalable, aligning with Sigma’s rapid growth goals in the B2B SaaS space.
We identified the need for:
- In-platform lead generation forms.
- Use of dynamically updating audiences, both in terms of inclusions and exclusions.
- Optimized creative choices for retargeting ads.
Our Approach
We identified two primary levers for improvement. First, we continuously optimized Sigma’s campaigns through data-driven refinements, from adjusting targeting parameters to refreshing creative and testing ad formats.
This ongoing optimization ensured campaigns remained efficient and consistently hit the right audience segments.
Second, we recommended implementing LinkedIn’s in-platform lead gen forms to reduce friction in the conversion process. By removing the extra step of sending prospects to an external landing page, we streamlined the journey and made it easier for decision-makers to request a demo directly within the platform.
This approach not only improved conversion rates but also standardized the data being collected, making the sales handoff smoother.
The Results
In the first month of adopting this strategy, Sigma achieved a 33% increase in demo requests month over month. The cleaner, standardized data captured through LinkedIn lead gen forms gave the sales team faster, more actionable insights, while the continuous optimization compounded over time to make campaigns increasingly cost-efficient.
Together, these efforts demonstrated how a mix of strategic optimization and platform-native solutions can drive measurable, scalable growth for B2B SaaS companies.