Ayvens
Driving targeted connections with tailored LinkedIn campaigns.
BACKGROUND
Working with a a mobility leader looking for new areas of growth
Ayvens, previously known as Leaseplan, is a major player in the mobility sector, dedicated to transforming vehicle leasing and fleet management for businesses. Their B2B mission is straightforward but powerful: provide solutions that meet the unique needs of various company roles, from HR to finance, ensuring that everyone benefits from a well-structured and efficient mobility system.
With tailored renting services that simplify fleet management, Ayvens sought to boost awareness and generate leads in an increasingly competitive landscape. But they needed a targeted approach that could speak directly to the key decision-makers in their client companies: HR managers, CEOs, and financial directors. That’s where we came in.
CHALLENGE
Connecting with SMB's HR, finance, and general managers
Ayvens faced a unique challenge in reaching and resonating with a varied audience. Each role has distinct priorities and concerns, meaning that a one-size-fits-all campaign wouldn’t cut it. HR managers might be interested in the employee benefits and motivational aspects of the service, while finance directors would be more focused on cost savings and budgeting efficiencies. CEOs, on the other hand, would want to see the big-picture value and strategic impact of the service.
Our task was clear: create targeted LinkedIn ad campaigns that catered to these different viewpoints and lead them to landing pages that spoke their language.
SOLUTION
Tailored strategies for tailored needs
We crafted a multi-layered LinkedIn campaign strategy to reach each audience segment on their terms. For each role – HR, CEO, and finance directors – we designed unique ad creatives and copy that highlighted the specific benefits Ayvens’ renting services offered them. Then, we linked each ad to a customized landing page designed to dive deeper into those key benefits.
Campaign creation and design
The first step was crafting LinkedIn ads that spoke directly to the professional mindset of each of Ayvens' target audiences, emphasizing leasing benefits in a way that resonated with their day-to-day roles. We created messaging tailored for LinkedIn’s professional environment, which required a strategic mix of information and value. HR-focused ads, for instance, highlighted how Ayvens leasing solutions contribute to employee satisfaction and perks, while the financial director-focused ads stressed cost management and predictability – two key benefits of leasing over purchasing.
Focused landing pages
We knew that once we caught their attention, the journey couldn’t stop there. Each ad was backed by a dedicated landing page, meticulously tailored to provide more relevant, deeper insights into Ayvens’ offerings. These pages didn’t just reiterate the ads but expanded on the perks of leasing for each particular audience – whether it was emphasizing motivation for HR, strategic benefits for CEOs, or cost savings for finance heads. A clear call-to-action at every turn made sure that once a visitor landed, they were guided seamlessly through the options most relevant to their role.
Tailored messaging for engagement
We worked with Ayvens to develop ad content and page copy that spoke to these audiences in a voice that was authoritative but relatable, bringing the benefits of leasing to life. By emphasizing features relevant to their decision-making, we created a messaging strategy that felt tailored rather than generic, helping each professional feel that Ayvens understood their unique perspective and could deliver a solution that matched it.
Continuous optimization and feedback loop
After launching the campaigns, we set up a feedback loop that allowed us to continually optimize each ad and landing page. Using real-time analytics, we tracked engagement rates, conversions, and audience interactions, adjusting our messaging and targeting based on what echoed most with each segment. This proactive approach meant Ayvens could stay responsive to changing needs and preferences across different company roles, ensuring that the campaigns stayed fresh and impactful.
“Crafting those landing pages was an exciting challenge. Knowing we were speaking directly to different decision-makers kept us on our toes, making sure each message was spot-on.”
Raquel Cruz, Project Manager, Articulate
RESULTS
Quality leads and lasting impact
The targeted approach delivered results beyond expectations. By tailoring the messaging and benefits for each audience, Ayvens was able to significantly boost engagement and conversion rates:
· Higher engagement rates: Ads tailored to HR managers, finance directors, and CEOs generated noticeably higher engagement, with each segment responding well to the unique benefits highlighted.
· Improved conversion rates: The conversion rates on each customized landing page showed clear improvements, indicating that visitors found the information relevant and compelling.
· Increased lead quality: With messaging crafted specifically for each role, the leads generated were more qualified and engaged, making follow-ups more effective and the sales process smoother.
With Ayvens now reaching each segment with customized, relevant content, they’re seeing increased interest in their renting services from all angles. The campaign showed the value of specificity in digital marketing – meeting people where they are and talking directly to their unique priorities.
