Risk Ledger

Situation

Risk Ledger is a network-first platform delivering Active Supply Chain Security. It connects organisations and suppliers through standardised third-party data, enabling continuous visibility and collective defence — because every link matters. 

They collaborated with us to develop a LinkedIn strategy that would reach senior security leaders and key business decision makers to generate high-quality marketing contacts, enabling them to grow their audience and addressable market.

Strategy

Our initial focus was on driving demo bookings, supported by strong upper and mid-funnel activity. While awareness and engagement performed well, lower-funnel conversions were slow. 

We recognised that LinkedIn users often visit the platform to learn, not buy. Its corporate environment creates a strong opportunity for insight-led and educational content. With this in mind, we shifted our approach to spotlight Risk Ledger’s proprietary data reports – positioning the brand as a thought leader in supply chain security. Document Ads with integrated contact forms ensured high-quality data capture, feeding directly into the client’s CRM. 

Our targeting strategy was equally considered. We built audiences using job titles, industries and years of experience, while excluding irrelevant segments to minimise budget waste. Target Account Lists ensured our content reached priority companies, and remarketing combined platform data with CRM audiences to re-engage high-intent users. 

To further innovate, we adopted LinkedIn’s Buyer Groups feature to ensure decision-makers across our target sectors saw relevant content. Later in the year, we introduced sector-specific campaigns (e.g., finance and governance) to promote additional reports and deepen engagement within key communities alongside our BAU activity. 

Working closely with the client, we developed full-funnel content that nurtured our audiences, strengthened brand recognition and increased the likelihood of document downloads within acquisition campaigns. 

Results

The outcome was a step change in performance: