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Case study
FINEMAN · Display, AV and control room solutions, Denmark

279 positive conversations and 21 booked meetings from LinkedIn outreach in the first 13 months.

FINEMAN delivers display and AV solutions, from meeting rooms to video walls and control rooms. We run outreach from two FINEMAN profiles to IT, AV and purchasing decision makers in Denmark, and more than 1 in 4 of the people we messaged replied.

  • 13 months and ongoing
  • 2 LinkedIn profiles
  • Denmark
Services provided
  • LinkedIn outreach
  • Profile optimisation
  • Targeting and list building
  • Message copywriting
  • A/B testing
  • Lead tracking
  • Monthly reporting

Who we targeted

1Audience

  • IT decision makers
  • AV and facilities teams
  • Purchasing
  • Engineering

In the first month, senior and experienced managers replied most.

2Industry

  • Corporate offices
  • Industry and production
  • Control rooms

Later rounds split the audience into corporate and industry and production to compare the two.

3Company size

  • Selected target companies, no size limit

4Job titles

  • IT roles
  • AV roles
  • Purchasing roles
  • Facilities roles
  • Engineering roles
  • Directors and senior managers

5Countries

  • DKDenmark

Messages in Danish and English.

The numbers

Two profiles, 279 positive conversations.

Results from the LinkedIn campaign data and lead tracking over the first 13 months.

21

Booked meetings

With IT, AV and purchasing decision makers.

279

Positive conversations

21 meetings, 98 interested and 160 referrals to the right colleague.

27%

Reply rate

Of the people we messaged replied.

3,655

New connections

Relevant decision makers added across both profiles.

Against the goal
21positive conversations a month, on average

The goal set at the start was 6 positive conversations a month per profile, 12 in total. Over 13 months the two profiles averaged 21 a month.

Goal · 6 per profile, 2 profiles12
Delivered · 279 over 13 months21

Positive conversations per month, both profiles combined.

ChallengeReach busy technical buyers

FINEMAN sells AV and display solutions that are bought by IT, AV, facilities and purchasing teams. These people are technical, busy and get pitched often.

FINEMAN wanted a steady flow of real conversations with the people who choose meeting room, video wall and control room solutions.

The goal: 6 positive conversations a month per profile, and a meeting every month.

SolutionTwo expert profiles and a problem they recognise

We ran outreach from two FINEMAN profiles, a technical team leader and a key account manager. Each message opened with a problem the reader knows: equipment that does not work together, or no clear overview across systems in the control room.

The best message in the first month, about control room overview, got a 33% reply rate. From there we ran 10 rounds of message tests, compared corporate with industry and production audiences, and improved both profiles.

Later messages invited people to a no-obligation demo in the FINEMAN showroom.

Impact279 positive conversations and counting

Across both profiles, 3,655 decision makers connected and 1,005 replied. 279 of those conversations were positive.

That is 21 booked meetings, 98 interested buyers and 160 referrals to the right person inside the company.

On average that is 21 positive conversations a month, against a goal of 12. The work is ongoing.

How we helped

What we did, and when

From workshop to 279 positive conversations.

  1. Before launch

    Strategy and targeting

    Strategy workshop, two profiles set up and an audience of IT, engineering and purchasing leaders in Denmark.

  2. Month 1

    Launch

    Both profiles went live with three test messages. The control room message won with a 33% reply rate.

  3. Months 2 to 13

    Testing and optimisation

    10 rounds of message tests, corporate and industry audiences compared, profile photo improvements and a showroom demo offer.

  4. Month 13

    Results

    11,659 requests, 3,655 new connections and 1,005 replies. In total: 279 positive conversations and 21 booked meetings.

Month by month

New connections and replies, every month.

New connections and replies across both profiles, by month.

New connections and replies

From the LinkedIn campaign data, both profiles combined.

New connectionsReplies
  1. 4114
    Month 1
  2. 19164
    Month 2
  3. 392170
    Month 3
  4. 435102
    Month 4
  5. 468127
    Month 5
  6. 26255
    Month 6
  7. 44599
    Month 7
  8. 431123
    Month 8
  9. 37287
    Month 9
  10. 10522
    Month 10
  11. 25988
    Month 11
  12. 14825
    Month 12
  13. 10629
    Month 13

How we count. Requests, new connections, people messaged and replies are monthly totals from the LinkedIn campaign data for both profiles, added up by us. Reply rate is replies divided by people messaged (1,005 of 3,695). Positive conversations are replies marked "Meeting", "Interest" or "Referral" in the lead tracking. The monthly goal comes from the plan agreed at the start.

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