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Case study/ Play Your Talent
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Case study
Play Your Talent · Digital talent development for teams and leaders, Denmark

69 warm leads among Danish HR leaders and CEOs from LinkedIn outreach in 4 months.

Play Your Talent helps companies find and develop the talents in their teams with a research-based app, workshops and training. We ran outreach from the founder's profile to HR leaders and CEOs, and 4 in 10 of the people who received a request connected.

  • 4 months
  • 1 LinkedIn profile
  • Denmark
Services provided
  • LinkedIn outreach
  • Profile optimisation
  • Targeting and list building
  • Message copywriting
  • Message testing
  • Lead tracking
  • Monthly reporting

Who we targeted

1Audience

  • CEOs and owners
  • Founders
  • HR leaders

CEOs and owners at mid-sized companies, and HR leaders at larger companies, each with their own list.

2Industry

  • Private sector, most industries

Defence, shipping, accounting and law firms were left out to keep the audience relevant.

3Company size

  • 51 to 500 employees (CEOs)
  • 501 to 5,000 employees (HR)

4Job titles

  • CEO
  • Owner
  • Founder
  • Partner
  • HR director
  • HR manager
  • Chief HR officer

5Countries

  • DKDenmark

All messages were written in Danish.

The numbers

One profile, four months, 69 warm leads.

Results from the LinkedIn campaign data and lead tracking over 4 months.

69

Warm leads

Prospects who were interested, referred us on or booked a meeting.

171

Replies

From HR leaders, CEOs and owners in Denmark.

8

Meetings and event sign-ups

Booked by month 3, plus 2 workshop and training sign-ups.

535

New connections

Danish HR leaders and CEOs added to the founder's network.

Offer test
40%of replies to the event invitation were warm leads

We tested several offers in the opening message: an online talent workshop, a free workshop for the leadership team, a training programme and an invitation to a launch event. The personal event invitation won clearly and took most of the volume.

Online talent workshop · 8 of 33 replies24%
Event invitation · 54 of 134 replies40%

Share of replies that were interested, referred us on or booked a meeting.

ChallengeReach the people who decide on team development

Play Your Talent sells to two groups: CEOs and owners of mid-sized companies, and HR leaders at larger ones.

The company was preparing a relaunch with new tools and an event, and needed a steady flow of conversations with the right decision makers in Denmark.

The goal: warm leads and meetings with HR leaders and CEOs, every month.

SolutionOne personal profile and an offer people wanted

We ran outreach from the founder's own profile, with separate lists for CEOs and owners and for HR leaders.

Each month we tested different offers in the opening message. A personal invitation to a launch event at Microsoft in Lyngby beat the online workshop, the free leadership workshop and the training offer, so we moved most of the volume there.

We also worked on the founder's profile, and its LinkedIn Social Selling Index rose from 64.8 to 73.3 during the campaign.

Impact69 warm leads in four months

Over four months, 535 HR leaders and CEOs connected and 171 replied.

69 of them became warm leads, and by month 3, 8 had booked a meeting or signed up for the launch event.

The event invitation turned 40% of its replies into warm leads, which gave Play Your Talent a clear message for its relaunch.

How we helped

What we did, and when

From workshop to warm leads in four months.

  1. Before launch

    Strategy and targeting

    Strategy workshop, audiences of CEOs, owners and HR leaders, and suggestions for the founder's profile.

  2. Month 1

    Launch

    Outreach went live from the founder's profile with three offers tested side by side. 101 new connections and 33 replies in the first month.

  3. Months 2 and 3

    Testing and optimisation

    A training offer and a new workshop message were tested against the event invitation. The event invitation kept winning and took most of the volume.

  4. Month 4

    Results

    In total: 1,315 requests, 535 new connections, 171 replies and 69 warm leads.

Month by month

Volume doubled in month two and held through month three.

New connections and replies from the founder's profile.

New connections and replies

One profile, by month.

New connectionsReplies
  1. 10133
    Month 1
  2. 20158
    Month 2
  3. 19560
    Month 3
  4. 3820
    Month 4

How we count. Requests, new connections and replies are monthly totals from the LinkedIn campaign data for the founder's profile. Month 4 was a short final month. Acceptance rate is new connections divided by connection requests. Warm leads are replies marked interested, referral or meeting in the lead tracking. Meetings and event sign-ups are as reported to Play Your Talent in the month 3 report. In the offer test, the share is warm leads divided by all tracked replies to each offer. Month 1 is the first month outreach was live.

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