Social Media Marketing
Five social channels cut to two, and finally traceable to pipeline
Posting across five networks with no calendar, no approval process, and no way to say whether any of it produced an enquiry.
- Client
- B2B software vendor
- Sector
- Professional services
- Year
- 2026
- Service
- Social Media Marketing
- 5 → 2
- Active channels
- 96%
- Calendar adherence over 6 months
- 38
- Attributed enquiries in Q1
Engagement
Stack involved
- LinkedIn Campaign Manager
- Metricool
- HubSpot
- GA4
- Canva
The situation
Marketing was maintaining five channels with a team of two. Posting was reactive, approvals happened in a group chat and were routinely forgotten, and the monthly report showed impressions and follower growth — numbers the leadership team had stopped reading because none of them connected to revenue.
What we did
- 01
Channel audit against where their buyers actually were, which cut the estate to LinkedIn and one industry community.
- 02
Editorial calendar with monthly batch production days, so content was written in blocks rather than improvised each morning.
- 03
Approval workflow moved into the scheduling tool with named reviewers and a deadline, removing the group chat from the process entirely.
- 04
Metricool adopted so paid and organic reporting sat in one view, replacing three separate exports assembled by hand.
- 05
UTM tagging standardised and wired through to the CRM, making it possible to trace an enquiry back to the post that produced it.
- 06
LinkedIn paid campaigns rebuilt with conversion tracking and a fixed test cadence, replacing occasional post boosting.
The outcome
Publishing held to the calendar 96% of the time across six months — the metric that had never previously survived a busy quarter. With UTM and CRM attribution in place, Q1 closed with 38 enquiries traceable to social, and the monthly report became something leadership acts on rather than skims.
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A short call, an honest read on whether we are the right fit, and a fixed-price proposal after discovery. No obligation and no sales sequence afterwards.