LinkedIn Ads success story · Sales training company

How a small sales training company got leads at 86% below the industry’s cost per lead.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

NowToBizness, founded in 2020, needed experienced sales professionals who wanted to get better. It defined that audience precisely on LinkedIn, won attention with a brand film, then offered a free training session through a form that filled itself in.

Business: NowToBizness
Market: Alicante, Spain
Goal: Quality leads for sales training programs

Person studying an online course on a laptop at a desk

The results.

Both figures compared with industry benchmarks, as published by LinkedIn.

86%lower cost per lead
1.75XLead Gen Form completion rate

Always-on campaign results compared with industry benchmarks. LinkedIn does not state a time window. Self-reported by the advertiser and published by LinkedIn; results for other businesses will differ.

The challenge.

NowToBizness is a young training company that teaches sales, negotiation and business skills. Founded in 2020, it had no long track record to lean on and needed quality leads for its programs.

Its ideal customer is narrow: experienced sales professionals who actively want to upskill. Reaching them anywhere else meant paying for a lot of people who were not a fit.

What they did.

Lead Gen Forms · Brand film · Skill and experience targeting

Defined the audience many ways: Using LinkedIn targeting, the team combined job function, skills, years of experience, groups and openness to education, and tested combinations to find the best performers.
Invested in a brand film: A high-quality film at the top of the funnel set the company apart and gave a young brand credibility.
Offered something useful: At the bottom of the funnel it offered a free training session, captured with Lead Gen Forms that pre-fill from the member’s profile.
One experience from ad to sale: The team kept the message consistent from the ad to the consultation call to enrollment, so prospects never felt a bait and switch.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

LinkedIn knows the skills: Few platforms can find "sales professionals with years of experience who are open to learning". LinkedIn can, which kept spend on the right people.
Value before the ask: A free session is easy to say yes to and shows the product in action, so the leads that came in were genuinely interested.
Brand made the offer credible: The film did the trust-building before the form appeared, which helps explain the higher completion rate.
Always on: Running continuously gave the campaign time to learn and kept the brand in front of prospects between decisions.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our linkedin ads management.

Describe your buyer precisely: We translate your best customers into LinkedIn targeting: functions, skills, seniority, industries and company size.
Lead with a useful offer: A consultation, assessment, guide or trial that gives value first, delivered through a short pre-filled form.
Build credibility up front: Short video and proof content run ahead of the offer, so the brand is familiar when the form appears.
Keep the experience consistent: We align the ad, the landing page, the follow-up emails and the sales call so the promise holds all the way through.