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LinkedIn Content Case Study: How an Insurance Body in SG Drove SGD$1.5M Training Signups
In the dynamic world of B2B marketing, trust is not just a nice-to-have, it's the currency of growth. My team and I constantly observe how brands build this trust, especially on platforms like LinkedIn, where professionals gather. A staggering 93.7% of marketers agree that trust is the most important factor in building a successful B2B brand, underscoring the immense value of credible content.
This is precisely why I want to share a compelling LinkedIn content case study that perfectly illustrates this principle. We saw an insurance body in Singapore leverage strategic LinkedIn content to drive an incredible SGD$1.5 million in training sign-ups. This wasn't achieved through aggressive sales tactics, but through a thoughtful, trust-first approach to engaging their professional audience. Let me walk you through how they did it, and what we can learn from their success.
LinkedIn holds immense power for B2B organizations, particularly in concentrated markets like Singapore. With an addressable audience of approximately 4.80 million members in early 2025, LinkedIn offers unparalleled access to professionals and decision-makers. This professional footprint makes it an ideal channel for campaigns promoting training and certification.
My team and I have consistently seen how LinkedIn content resonates with B2B audiences because it inherently fosters trust. LinkedIn’s 2025 benchmark work emphasizes that influence starts with trust, making expert content the primary lever for building pipeline readiness. Decision-makers themselves report that high-quality thought leadership is more effective than product-first materials for demonstrating capability and competence.
The client in this case study is a prominent insurance industry body based in Singapore. Their primary goal was to drive sign-ups for their professional training and Continuing Professional Development (CPD) courses. They faced a common challenge: stimulating demand in a crowded category where professionals are constantly bombarded with options. They needed content that would prompt buyers to rethink their challenges and see the unique value of their offerings.
Given Singapore's sizable professional footprint on LinkedIn, it was the natural choice for their primary channel. The platform offers a concentrated channel to reach licensed professionals and training buyers.
Their target audience included various professionals within the insurance sector who required ongoing training and certifications. They specifically aimed to reach individuals in seniorities and functions that would benefit most from their specialized courses.
The strategy for this campaign was built on four key pillars: publishing expert content, running engaging events, building executive and sales connections, and focusing warm outreach to engaged ICPs. This multi-pronged approach ensured comprehensive coverage across the buyer journey. LinkedIn's own research indicates that Event Ads during LinkedIn Live can drive up to 40% lower cost per registration compared to Single Image Ads in beta tests, a critical insight for cost-efficient event promotion.
They focused on creating consistent, value-driven LinkedIn content that anchored credibility. This meant educational posts, video explainers, and research snippets that spoke directly to the challenges and opportunities in the insurance sector. The 2025 benchmark data strongly emphasizes trust-first content as the foundation for building influence. High-quality thought leadership also plays a vital role in increasing buyer receptivity to outreach, effectively expanding the pool of contactable stakeholders.
Running virtual events was another crucial component. They followed LinkedIn’s Events Framework, utilizing lifecycle tactics like Thought Leader Ads and Carousel Ads to boost registrations and engagement. They also leveraged Lead Gen Forms in their webinars to accelerate attendee volume and simplify the conversion process.
To amplify reach, they invested in building connections from founder and sales teams. Employee advocacy programs are proven to deliver benefits beyond just marketing, with documented gains in brand awareness and inbound leads across 2024–2025 benchmarks. Finally, targeted outreach to ICPs who engaged with posts was critical. LinkedIn Sales Solutions guidance suggests that InMails can see 10–25% response rates, performing up to 300% higher than comparable emails. Engaging prospects when intent signals are present can further drive a 71% increase in InMail response.
The execution phase was a careful blend of content diversity, data leverage, and strategic tool integration. The team mixed various content and ad formats, including Video, Carousel, Document Ads, and Lead Gen Forms, each chosen for its specific use case in the campaign. They understood that engaging content across multiple formats keeps the audience interested and provides various entry points for interaction.
A core part of their success involved leveraging engagement data for highly targeted outreach. They used Sales Navigator playbooks to ensure personalized outreach, which can yield approximately 250% higher InMail response rates compared to less personalized approaches. Retargeting content engagers and event registrants using Insight Tag-powered audiences was crucial for lifting meeting rates and driving conversions.
Finally, they integrated external tools to scale personalization and outreach. Trigify.io was used to capture and sync LinkedIn event or content leads directly into their workflows for nurturing. Clay.com helped enrich LinkedIn contacts with company and role data, confirming ICP fit. n8n.io enabled personalized opener creation and multichannel outreach automations. The final step involved uploading these qualified leads into Google Sheets and pushing them to outreach tools for sequenced campaigns.
The results of this meticulously executed LinkedIn campaign were exceptional, culminating in SGD$1.5 million in training sign-ups. This success wasn't simply measured by volume but by a clear, attributable connection to revenue.
In-feed lead capture through Lead Gen Forms simplified conversions and significantly improved measurement, providing robust data to tie content and event promotion directly to revenue outcomes. The campaign also generated substantial engagement and connection growth. They closely tracked event registrations, attendee-to-MQL rates, and post-engagement metrics (like CTR and video completes) to ensure their content resonated with the market. Benchmarking against Singapore's total LinkedIn reach of approximately 4.8 million members helped them understand the headroom for continued connection growth.
One of the key lessons learned was the power of high-quality thought leadership. It proved instrumental in opening doors to "hidden buyers" and reducing reliance on brand recognition alone. Additionally, the campaign validated that Event Ads can deliver a lower cost per lead for registrations, up to 40% more efficiently than Single Image Ads in some tests. This reinforces the value of event-led activation as a repeatable, cost-effective strategy.
This LinkedIn content case study offers powerful, actionable insights for any B2B organization looking to drive significant growth. My team and I consistently advise clients to integrate these strategies into their own campaigns.
Start by combining thought leadership with events to build trust and capture demand. Always use Lead Gen Forms and the Insight Tag to measure full-funnel ROI accurately. Leverage the Events Framework to plan and promote your events effectively, then retarget registrants and viewers with educational follow-ups to shorten the time-to-conversion. Don't forget to apply Predictive Audiences, scaling from engaged seed audiences of 300+ members, and test narratives specific to your industry and buyer roles.
To measure your success, go beyond surface-level metrics. Track the cost per registration, Lead Gen Form submission rate, meeting/booked-call rate, and opportunity rate by segment. Crucially, use Data-Driven Attribution to minimize last-touch bias. Add quality metrics like buyer seniority and function mix, and observe the intent signal lift (for example, improved InMail response rates when intent is present, as seen with Sales Navigator signals).
When scaling your LinkedIn efforts, avoid an over-reliance on single content formats. LinkedIn itself recommends mixing Video, Carousel, and Document Ads to cater to diverse buyer preferences. Most importantly, never scale outreach without first checking for deliverability and relevance. Even on LinkedIn, a volume-first approach without personalization and intent will reduce responses. Always anchor your strategy on personalization and strong intent signals to ensure your efforts are both effective and efficient.
To replicate this campaign's efficiency, you'll need a robust tech stack. Integrate tools to automate your workflows and personalize your outreach. Use a platform like Trigify.io to capture and sync LinkedIn event leads into your systems for nurturing. To ensure you're targeting the right people, use Clay.com to enrich your LinkedIn contacts with company and role data. Finally, automate your outreach with a tool like n8n.io to create personalized openers and sequenced campaigns that are ready to go as soon as a lead is qualified.
By taking these steps, you will move beyond a surface-level understanding of your CAC and begin to make smarter, more profitable decisions for your business.
