Livability had built strong research content that was previously used in sales conversations. Rather than assuming which would work best for LinkedIn, we tested them all.

Our top-of-funnel paid strategy revolved around repurposing each with a variety of creative positions and formats. We drove each to a native Lead Form with matching fields so we could compare performance across campaigns seamlessly.

We knew static thumbnail ads performed best for our Sponsored Content campaigns. The question was — what kind?

In the end, we deployed a wide variety of ad styles, colors, and copy angles to allow LinkedIn room to do its thing (pairing the right creative with the right person).

The Livability team wasn’t using HubSpot to its full potential.

We helped implement Marketing Professional to unlock better automation, provide custom team notifications for new leads, and sync up audiences for precise retargeting.

One of the ongoing optimizations made was excluding companies that were taking over impression share in our audience, as well as constant creative refreshes to keep the ads exciting and tailored to how our audience responded to them.

Sculpt provided personalized training on LinkedIn social selling to the BD team to complement email outreach, paid ads, and other acquisition sources.

We continuously refreshed our CTAs because even the best content has a shelf life. When Livability.com published their popular “Top 100” annual ranking we worked with Livability to assemble a companion guide that broke down the methodology.

We then targeted community leaders in cities on the list with one offer, and leaders that didn’t make the list with another. It was a smash hit.