Watch the Full Case Study Breakdown
See exactly how this IT company implemented LinkedIn retargeting and doubled their inquiry calls. The IT company story starts at 7:09.
💡 The video starts at 7:09 where the IT company case study begins
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The Retargeting Pixel That Didn't Exist
How a large IT company was haemorrhaging potential customers because nobody had installed the most basic piece of marketing infrastructure. And how fixing it doubled their inquiry calls without spending an extra penny.
Picture this: A sophisticated IT company with a healthy marketing budget, professional campaigns, and decent website traffic. Everything looked good on paper.
But when I looked under the bonnet, I found something that genuinely shocked me.
They had zero retargeting pixels. None. Anywhere.
Every single person who visited their website and didn't immediately convert was gone forever. Thousands of pounds spent driving traffic, and they were letting 99% of it vanish into thin air.
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The Discovery That Made Me Do a Double-Take
When this IT company approached me, I expected the usual: maybe their targeting was off, perhaps their creative needed work, or their landing pages weren't converting properly. Standard stuff.
They were spending serious money. Brand sponsorships generating awareness. Google Ads driving traffic to their site. Their marketing team knew what they were doing.
Then I asked to see their retargeting setup.
Silence.
No LinkedIn Insight Tag. No Meta Pixel. No retargeting infrastructure whatsoever.
I actually had to ask twice because I thought I'd misunderstood. Here's a large, sophisticated IT company with a solid marketing budget running professional campaigns across multiple channels. And they were just... letting every single website visitor disappear. Forever.
It was like watching someone spend thousands filling a bucket whilst standing over a drain. The money was working, the traffic was coming, but there was no second chance. No follow-up. No attempt to recapture interest.
This wasn't just a missed opportunity. It was a marketing catastrophe hiding in plain sight.
The Video Strategy That Changed Everything
Most people think retargeting is just about reminding prospects you exist. Like digital post-it notes saying "remember us?"
That's not what we did here.
Here's what I'd noticed from years of watching B2B sales calls: the first 10 minutes are always the same. Building rapport. Establishing credibility. Making the prospect comfortable enough to actually listen to your pitch.
Every single call starts with trust-building. And trust-building takes time, effort, and psychological work.
The insight that unlocked everything:
What if we could do that trust-building work BEFORE the prospect ever picks up the phone?
We created short video ads (30-60 seconds each) designed specifically to establish trust and credibility upfront:
- →Team introduction videos that put faces to the company name and made the business feel approachable and human
- →Technical problem-solving demonstrations showing actual expertise in action, not just hollow claims
- →Behind-the-scenes culture content creating that "we already know these people" feeling
- →Real results and case examples demonstrating track record without needing a formal case study
These weren't testimonial videos. They weren't brand awareness fluff. They were psychological trust-building tools disguised as ads.
The goal: When a prospect finally books a call, they should already know you, trust you, and be half-convinced you're the right choice.
What Actually Happened (The Bit That Shocked Even Me)
Here's the thing about this case study that most people miss: The results weren't just about quantity. It was a compound effect.
Inquiry Calls Doubled
More website visitors who'd been retargeted eventually picked up the phone and called. That alone would have been a win.
Conversion Rates Skyrocketed
Not only were there MORE calls, but those calls converted at a massively higher rate. This was the real magic.
Think about what that means: 2x the inquiry calls × significantly higher conversion rate = exponential improvement in actual revenue.
Why did conversion rates jump so dramatically?
Because prospects weren't calling cold anymore. They'd seen the videos. They recognised the team. They trusted the expertise. That awkward trust-building phase at the start of every sales call? Already done.
Sales reps reported something fascinating:
"The conversations feel completely different now. Prospects are warmer, more receptive, asking better questions. They're not defensive or sceptical. They already feel like they know us."
"It's like we're picking up a conversation we'd already started, rather than introducing ourselves from scratch."
And remember: This entire transformation came from reallocating just 10% of their existing budget. They didn't spend a single extra pound.
The Implementation (How We Actually Did This)
The strategy was simple, but the execution mattered. Here's exactly what we did, step by step.
Install the LinkedIn Insight Tag (Finally)
First things first: get the bloody tracking in place. The LinkedIn Insight Tag is a simple piece of code that goes on your website and tracks every visitor automatically. It took about 10 minutes to implement.
Once live, it started building retargeting audiences in the background. Everyone who hit their website was now trackable for future campaigns.
Pro tip: Make sure you're not falling into the 3 hidden traps that kill LinkedIn ads during setup. Many campaigns waste budget on settings LinkedIn quietly enables.
Build Smart Retargeting Audiences
Not all website visitors are equal. We segmented audiences based on behaviour:
- •People who visited specific service pages (showing intent)
- •People who viewed pricing information (showing serious interest)
- •People who spent more than 2 minutes on site (showing engagement)
- •People who visited multiple pages (showing research behaviour)
Each audience got tagged differently so we could show them relevant content based on what they'd already shown interest in.
Create Video Content That Builds Trust (The Critical Part)
This is where most companies get it wrong. They create generic product explainers or boring testimonials. We took a completely different approach.
Each video was designed to do specific psychological work:
30-Second Team Introductions
The "make us feel human" videos
- →Put actual faces to the company name (no stock photos)
- →Made the business approachable instead of corporate and distant
- →Created instant familiarity before any sales conversation
45-60 Second Technical Demonstrations
The "prove we know our stuff" videos
- →Showed real expertise in action, not just marketing claims
- →Addressed specific pain points the prospect had been researching
- →Positioned the company as technical authorities who actually understand the problems
30-Second Behind-the-Scenes Content
The "you already know us" videos
- →Showed the team actually working (real office, real people)
- →Created that psychological feeling of "I've been here before"
- →Dramatically reduced the barrier to picking up the phone
The Goal (This Is Critical)
We weren't trying to close the sale in a 30-second ad. That's impossible. We were trying to make the prospect feel like they already knew and trusted the company BEFORE they ever picked up the phone.
So when they finally called, it didn't feel like a cold outreach. It felt like reconnecting with someone they'd already met.
This is the work that normally takes 10 minutes at the start of every sales call. We did it in advance, for free, at scale.
Reallocate 10% of Existing Budget
Here's the beautiful part: We didn't ask for more money. We took 10% from their sponsorship and Google Ads budget and redirected it into LinkedIn retargeting.
Everything else stayed exactly the same. Still driving traffic, still building awareness, still doing all the things that were working.
We just stopped letting 99% of that traffic disappear into the void.
Track What Actually Matters
We ignored vanity metrics. No one cares about impressions or click-through rates.
We measured one thing: inquiry calls. Actual phone conversations with real potential customers.
And those doubled. Whilst conversion rates on those calls went through the roof.
The Lessons (What You Can Actually Learn From This)
Why This Worked (The Real Reasons)
Missing retargeting infrastructure is shockingly common
Even sophisticated B2B companies with solid marketing budgets often have zero retargeting in place. It's not because they don't know about it. It's because no one ever actually implemented it. This isn't a knowledge problem, it's an execution problem.
Budget reallocation beats additional spend every time
You probably don't need more money. You need to use your existing money more intelligently. 10% reallocation from traffic generation to traffic recapture delivered exponential returns. Same total spend, completely different results.
Video content pre-qualifies prospects at scale
Here's what changed everything: The videos did the trust-building work that normally happens in the first 10 minutes of every sales call. By the time prospects picked up the phone, they already knew the team, trusted the expertise, and felt comfortable. This wasn't about awareness. It was about psychological preparation.
The compound effect is where the magic happens
Most case studies focus on one metric. This had TWO simultaneous improvements: 2x the inquiry calls PLUS massively higher conversion rates on those calls. That's not additive, it's multiplicative. The ROI improvement wasn't just good, it was exponential.
LinkedIn's professional context makes retargeting more effective
Decision-makers weren't seeing these ads whilst scrolling through holiday photos on Facebook. They were seeing them on LinkedIn during work hours, in a professional mindset, whilst actively thinking about business problems. Context matters enormously for B2B.
Who Should Actually Do This
This strategy isn't for everyone. But if these apply to you, you're leaving serious money on the table:
You're already spending money driving website traffic(if you're not, fix that first)
You sell to other businesses, not consumers(B2C retargeting works differently)
Your sales cycle takes time(people need to think about it, not impulse purchases)
Your service requires explanation and trust(not simple commodity products)
You don't currently have retargeting pixels installed(go check right now, you might be surprised)
Here's the uncomfortable truth:
If you're spending money driving traffic to your website but you're not retargeting those visitors, you're essentially paying to fill a bucket with holes in it. You're not just missing opportunities, you're actively wasting money.
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Frequently Asked Questions
Everything you need to know about LinkedIn retargeting for B2B
Want This Strategy for Your Business?
We'll help you set up LinkedIn retargeting, create your video ads, and reallocate your budget to convert the traffic you're already getting.
On the call, we'll review your current traffic, discuss your ad spend allocation, and map out a LinkedIn retargeting plan for your business.
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