Company Overview
- Industry: Advertising Services
- Company Size: 51-200 employees
- What They Do: Fractional marketing team providing multi-channel marketing for B2B companies
Our Approach
We implemented a strategic testing methodology to measure the impact of scheduled delivery on Thought Leader ads:
Test Structure:
- One thought leadership campaign targeting top-of-funnel prospects
- A/B test comparing standard delivery vs DemandSense ad scheduling
- Maximum delivery bidding strategy to establish performance baseline
- Test period: 2 weeks
Strategic Scheduling Approach:
- Scheduled ads to run from 5 AM to 6 PM on weekdays (Monday through Thursday)
- Avoided overnight and early morning hours when engagement is historically lowest
- Concentrated budget during peak professional hours (9 AM to 3 PM)
- Avoided weekend periods when LinkedIn engagement typically drops by 30-45%
- Aligned delivery with time zones of target audience for maximum relevant exposure
The Results
The scheduled campaign demonstrated remarkable performance improvements across all key metrics:
Performance Metric | Improvement with Strategic Scheduling |
Impressions | +66.9% |
Click-Through Rate | +19.8% |
Cost Per Thousand Impressions | -47.6% |
Cost Per Click | -56.1% |
Key Findings Explained
1. Dramatically Expanded Reach
With a 66.9% increase in impressions, the thought leadership content reached a significantly larger audience of potential clients without increasing the overall budget. This expanded visibility established the agency as a more prominent voice in the B2B marketing conversation.
2. Superior Engagement Quality
The 19.8% improvement in click-through rate was particularly notable for thought leadership content. This indicated that strategic scheduling connected content with audiences when they were most receptive to in-depth professional insights.
3. Exceptional Cost Efficiency
The economic impact was substantial:
- Cost per thousand impressions decreased by 47.6%
- Cost per click dropped by an impressive 56.1%
These efficiency gains essentially allowed the agency to achieve twice the results from their existing advertising budget.
Key Takeaways for B2B Marketers
This case study reveals critical insights for B2B companies promoting thought leadership on LinkedIn:
- Strategic Timing Is Critical: When your content appears is just as important as what it says
- Business Hours Focus: Concentrate delivery during standard business hours (9 AM – 3 PM)
- Weekday Priority: Focus on Monday through Thursday for optimal B2B engagement
- Time Zone Intelligence: Consider geographic distribution when scheduling content
Test Your Own Approach: While these results are compelling, each business should test to find their ideal scheduling pattern