Executive summary

Current situation

• We can now connect LinkedIn ad spend directly to sales pipeline — so we can see which people, posts, and ad types actually drive deals, not just likes.
• Since September, LinkedIn has touched ~16% of all companies in our deal pipeline and is tied to $3.8M in influenced pipeline, growing month over month.

What's working

• Strong return on spend. Every $1 we put into LinkedIn ties back to ~$7.57 of closed revenue — roughly 3× the typical SaaS company, and above even top performers (4–6×).
• Boosting executives' posts pays off — including Graham's. Only ~$555 behind Graham's posts is already tied to ~$530K in pipeline. Per dollar spent, executive posts are by far our most efficient.
• People beat the brand. Posts from Ashley and Graham get ~2.5× more engagement than the GrowthBook company page. Audiences respond to a person, not a logo.

Opportunities for improvement

Invest more in what earns attention

• Graham's thought-leader posts (examples: 1, 2) — ~$555 → ~$530K pipeline. Just started; clearly working. Biggest scale-up opportunity.
• Ashley's thought-leader posts (examples: 1, 2) — $4.9K → $720K pipeline and 16 deals.
• "Document" posts (examples: 1, 2) — get ~30–50× more clicks than standard image ads.
• "Book a demo" retargeting ads (Campaign Manager ad — no public post) — turned ~$6.4K into ~$273K of closed revenue, our best at actually closing.

Cut spend on ads nobody engages with

• Our two biggest ads — generic "prospecting" image ads (Campaign Manager ads — no public post), ~$31K combined (over half the budget) — got 3 clicks and 0 clicks. Test reducing them and move the money to what's working above.
• Competitor-audience ads (LaunchDarkly / Statsig) (Campaign Manager ads — no public post) — ~$1.7K spent, zero pipeline.
• Carousel posts (examples: 1, 2) and generic "website-visit" boosts — near-zero engagement, little to show for it.

The simple rule: money behind people and useful content works; money behind generic brand image ads mostly doesn't.