B2B demand gen for an offshore-hiring company

Context

True North helps companies build offshore teams. The goal was to turn a quiet LinkedIn presence into a pipeline source — reaching hiring leaders in the US and UK, and supporting the launch of the offshore-team offering.

Audience insight

Page searchers clustered in IT services, business consulting, software development, staffing and financial services — so messaging focused on cost, speed-to-hire and retention rather than generic 'outsourcing'.

Strategy

Run founder content and the company page as one system: founders earn attention and trust, the page converts it, and paid LinkedIn amplifies what's already working into US metros.

Layer moments on top — the offshore-team launch, partnership campaigns with brands and GCC companies, a fifth-anniversary campaign and the Arctic Summit event — so there's always a reason to talk.

What I owned

• LinkedIn ads and organic content, including founder posts.
• Launch, partnership and anniversary campaigns.
• Event marketing for the Arctic Summit.
• Reporting on reach, geography and lead flow.

Results

20 million combined paid and organic impressions, a 7× lift in inbound leads, and a hiring pipeline that was filled.

Over 90 days (Feb 25 – May 25), content reached 36,032 impressions (+228.9% vs the prior 90 days) and 1,040 engagements (+145.9%). On paid, the United States drove 63% of impressions and 71% of clicks.

What I learned

B2B awareness compounds when founder voice and paid run on the same message. Ads were cheapest where an organic post had already proved the hook.

Data

Visuals & links

Skills used

• Demand generation
• LinkedIn Ads (paid social)
• Founder-led distribution
• Launch campaigns
• Partnership marketing
• Event marketing
• Geo & ICP targeting