Case Study
EdTech SaaS - Authoring Tool
Enterprise demand, built in layers.
A year-long campaign system that connected account targeting, buying-stage messaging, retargeting, and outbound Sales.
01
Context
An enterprise audience with a longer, multi-touch buying journey.
About the client
A B2B EdTech SaaS platform that provides an AI-powered eLearning authoring tool used by enterprise Learning & Development teams to create training content faster and more efficiently.
Primary audienceL&D Managers and above
Decision makersL&D Managers, Directors of L&D, VP of Learning, Head of L&D
Priority accountsTier 2 and Tier 3 enterprise companies
Campaign periodJanuary 2025 to December 2025
The goal
Acquire more Tier 2 and Tier 3 customers because of their higher ACV and stronger enterprise deal potential.
02
Account strategy
Focus spend where enterprise potential was strongest.
The ICP was divided by company size, with separate campaigns and close controls around who should and should not enter each audience.
Tier 0
1-99 employees
Tier 1
99-1,000 employees
Tier 2 · Focus
1,000-10,000 employees
Tier 3 · Focus
10,000+ employees
With RevOps, Tier 2 and Tier 3 account lists became separate campaigns. Targeting focused on L&D Managers, L&D Directors, VP of Learning, and Heads of L&D.
2 listsBuilt with RevOps03
Campaign strategy
Match the message to the level of buyer engagement.
Three layers let prospects encounter the brand multiple times before a direct conversion ask.
Build problem awareness
Educate buyers about L&D inefficiencies and the cost of outdated authoring workflows.
Position the product
Use social proof, thought leadership, and product messaging to introduce the platform as the solution.
Drive demo bookings
Retarget engaged prospects with direct CTAs, case studies, and demo offers.
Job title targeting
- L&D Managers
- L&D Directors
- VP of Learning
- Heads of L&D
Audience exclusions
- Competitor companies
- Existing customers
- Irrelevant job titles
- Non-converting industries
- Retargeting audiences
04
Execution
Each layer had a different job, format, and window.
Awareness maximized relevant account coverage. Retargeting introduced the product. High-intent creative made the conversion ask.
Cold layer · Awareness
The goal was to educate the audience and highlight L&D problems. The product was not promoted directly.
- Website Visits: single image and GIF ads, optimized for landing page clicks.
- Manual bidding used for more control over spend.
- Brand Awareness: document ads testing Reach vs Impressions.
- Impressions maximized account coverage while maintaining healthy frequency.
Warm layer · 90 days
The audience included key-page visitors, cold-ad engagers, and document or video viewers from the past 90 days.
- Refined by CXO, VP, Director, and Senior Manager seniority.
- Company size filters kept the enterprise focus.
- The goal was to introduce the product and build trust.
Hot layer · 30 days
Users who showed strong engagement signals in the last 30 days received conversion-focused messaging designed to encourage demo bookings.
Frequency caps of 4, 5, and 7 impressions per 7 days were tested. Seven delivered the best balance.
7Impressions per week05
Messaging strategy
Problem first. Product second. Proof when intent was highest.
Pain points and education
- Single image and GIF ads called out day-to-day ICP problems.
- Document ads went deeper into explaining the problem.
- 6-7 page document ads had the highest view retention.
- The product was not mentioned at this stage.
Product and credibility
- Authentic customer videos from company events and activities.
- Product Tour Ads showed the interface and ease of use.
- Product Value Ads connected features to L&D challenges.
- Thought Leadership Ads strengthened brand credibility.
Social proof and conversion
- Customer testimonial ads
- Success stories
- Clear “Schedule a Demo” CTAs
The goal was to convert highly engaged prospects into sales conversations.
06
Outbound alignment
Paid engagement became a signal Sales could act on.
Every week, engagement signals were shared with Sales through RevOps and HockeyStack so SDRs could prioritize accounts already showing interest.
Past customers
Past customers who moved to new companies were identified with CSM help.
New-role signals
ICP users who recently joined a new company were surfaced for outreach.
Website intent
De-anonymized website visitors gave Sales another active-interest signal.
Because prospects had often already seen the ads, Sales outreach felt more familiar and relevant, improving responses and conversations.
07
Results
$5.15M in pipeline from a connected paid and outbound system.
The campaign translated account coverage and engagement into qualified conversations, pipeline, and closed revenue.
January 2025 to December 2025
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