B2B SaaS Linkedin Ad Funnels from 2 companies

We chose to analyze LinkedIn lead gen forms, from 2 B2B SaaS companies: Plivo and Paragon by Brandon Foo.

Paragon’s ad funnel was a FREE TRIAL offer and included:

  • 1 LinkedIn lead gen form ad with a proper UTM tagging and Facebook retargeting
  • Different ad copy for split testing
  • Homepage (no landing page)
  • 5 email automation in one week (links to a private demo via Calendly and a recorded demo on YouTube)

Paragon would have done better if they used a landing page instead of a homepage and without any navigation elements. Also, they could use a more catchy ad graphic.

Plivo ad funnel was a GUIDE DOWNLOAD and included:

  • 1 LinkedIn lead gen form ad without UTM tagging
  • Solid guide –
  • Website (no landing page)
  • 3 Email automation

Plivo must have redirected their leads to a landing page instead of a website in order to minimize the potential for any bounces. In addition, they were missing on attribution which was important to help them identify the source of traffic and conversions.

marketing attribution Marketing funnel