Client: GTS <\/strong> In recent years, cybersecurity issues have shifted from the technical realm to the realm of strategic business decisions. With the introduction of the NIS2 Directive, many companies have begun seeking answers to key questions: <\/p>\n\n\n\n \u2726 Who is affected? For GTS, the goal was to organize an educational webinar that would bring decision-makers from relevant companies together and foster business discussions with organizations that need support in implementing the NIS2 requirements.<\/p>\n\n\n\n The challenge wasn’t a lack of interest in the subject.<\/p>\n\n\n\n The challenge was to reach the right people quickly.<\/strong><\/p>\n\n\n\n The goal of the campaign was to generate registrations for the NIS2 webinar through a digital strategy that combined:<\/p>\n\n\n\n \u2714<\/strong> B2B awareness For this project, we built a comprehensive marketing ecosystem based on:<\/p>\n\n\n\n \u2726 Dedicated landing page In B2B campaigns, one of the biggest mistakes is focusing exclusively on volume. We weren’t interested in getting as many sign-ups as possible. \u2726 CEO That’s why we chose a combination of LinkedIn and Meta Ads.<\/p>\n\n\n\n Each platform played a different role in the funnel.<\/p>\n\n\n\n LinkedIn was the primary channel for targeting decision-makers. \u2714<\/strong> Executive roles Instead of promoting the webinar directly through technical messages, we started with real business problems. This approach generated the highest engagement and the best CTR of all the promoted content because it shifts the conversation from technical details to the actual impact on the business.<\/p>\n\n\n\n While LinkedIn brought precision and relevance, Meta brought scalability. \u2726 entrepreneurs Meta’s role was to:<\/p>\n\n\n\n \u2714<\/strong> Increase the visibility of the webinar In this context, the costs were extremely cost-effective, and the volume of interactions enabled rapid audience growth.<\/p>\n\n\n\n One of the campaign\u2019s most important insights was that messages centered on risk and business impact performed significantly better than strictly technical communication.<\/p>\n\n\n\n On Meta, the NIS2-specific carousel format generated the best results:<\/p>\n\n\n\n \u2714<\/strong> <\/strong>29 direct leads On LinkedIn, posts that presented real-life scenarios and concrete consequences had the highest engagement rate.<\/p>\n\n\n\n The campaign successfully combined awareness and lead generation in a very effective way.<\/p>\n\n\n\n \u2714<\/strong> <\/strong>nearly 84,000 views \u2714<\/strong> <\/strong>Over 81,000 people reached Over 170 participants attended the webinar, and the client\u2019s feedback was extremely positive due to the quality of the participating companies and the relevance of the audience.<\/p>\n\n\n\n That was, in fact, the true measure of the campaign’s success:<\/p>\n\n\n\n It’s not just the number of participants.<\/strong><\/p>\n\n\n\n But the fact is that the webinar attracted people who could turn the discussion into a real business opportunity.<\/p>\n\n\n\n The campaign’s success did not come from a single channel.<\/p>\n\n\n\n It resulted from the clever combination of two platforms with different roles:<\/p>\n\n\n\n \u2726 LinkedIn for precisely targeting decision-makers In a market where many B2B campaigns are limited to promoting an event, GTS\u2019s strategy has demonstrated that when the right message reaches the right audience, results follow quickly and have a real impact on business objectives<\/p>\n\n\n\n At re7, we build integrated LinkedIn, Meta, and Google Ads campaigns that don\u2019t just aim for sign-ups, but generate relevant audiences and real business opportunities.<\/p>\n
Industry:<\/strong> Technology, telecommunications & cybersecurity
Channels used:<\/strong> LinkedIn Ads, Meta Ads, dedicated landing page, comprehensive tracking
Objective:<\/strong> To generate qualified registrations for the NIS2 webinar and attract decision-makers from relevant companies through an educational funnel focused on awareness, qualified traffic, conversions, and retargeting.<\/p>\n\n\n\n
\n\n\n\n\u258cHow We Attracted Over 170 Participants to the GTS Webinar on NIS2 Through an Integrated LinkedIn and Meta Ads Campaign<\/h2>\n\n\n\n
\u2726 What are the obligations?
\u2726 What are the risks of non-compliance?
\u2726 How should the organization prepare?<\/p>\n\n\n\n\u258cThe campaign’s objective<\/h2>\n\n\n\n
\u2714<\/strong> qualified traffic to the landing page
\u2714<\/strong> conversions and webinar sign-ups
\u2714<\/strong> retargeting for users who have interacted with the campaign messages<\/p>\n\n\n\n
\u2726 Comprehensive Meta and LinkedIn tracking
\u2726 Marketing funnel
\u2726 Segmentation by job titles and decision-making roles<\/p>\n\n\n\n\u258cStrategy<\/h2>\n\n\n\n
For the GTS webinar, we took a different approach:<\/p>\n\n\n\nQuality of Participants<\/h3>\n\n\n\n
We were interested in getting:<\/p>\n\n\n\n
\u2726 CFO
\u2726 IT Managers
\u2726 Heads of IT
\u2726 Security Managers
\u2726 individuals directly involved in decisions regarding the company’s infrastructure and security<\/p>\n\n\n\n\u258cLinkedIn’s Role in the Campaign<\/h2>\n\n\n\n
We built audiences based on:<\/p>\n\n\n\n
\u2714<\/strong> IT management
\u2714<\/strong> Cybersecurity
\u2714<\/strong> Companies with more than 50 employees<\/p>\n\n\n\n
The most effective message in the campaign was built around the question:<\/p>\n\n\n\n“What happens when an IT update shuts down production?”<\/h3>\n\n\n\n
\u258cMeta’s Role in the Campaign<\/h2>\n\n\n\n
We\u2019ve built audiences consisting of:<\/p>\n\n\n\n
\u2726 business owners
\u2726 CEOs and Managing Directors
\u2726 people interested in management and leadership<\/p>\n\n\n\n
\u2714<\/strong> Drive traffic
\u2714<\/strong> Boost conversions through retargeting
\u2714<\/strong> Capture users who have already interacted with the campaign\u2019s messages<\/p>\n\n\n\n\u258cWhat worked best<\/h2>\n\n\n\n
\u2714<\/strong> CTR of 1.58%
\u2714<\/strong> 658 clicks
\u2714<\/strong> high engagement<\/p>\n\n\n\n\u258cCampaign Results<\/h2>\n\n\n\n
LinkedIn<\/h3>\n\n\n\n
\u2714<\/strong> <\/strong>nearly 47,000 people reached
\u2714<\/strong> <\/strong>over 440 clicks
\u2714<\/strong> <\/strong>over 900 interactions<\/p>\n\n\n\nMeta<\/h3>\n\n\n\n
\u2714<\/strong> <\/strong>Over 215,000 views
\u2714<\/strong> <\/strong>Over 3,700 clicks
\u2714<\/strong> <\/strong>Over 3,800 interactions
\u2714<\/strong> <\/strong>66 leads generated directly from campaigns<\/p>\n\n\n\n\u258cFinal Result<\/h2>\n\n\n\n
\u258cWhat Made the Difference<\/h2>\n\n\n\n
\u2726 Meta for volume, awareness, and remarketing
\u2726 Dedicated landing page for conversion
\u2726 Messages built around real business risks, not just technical specifications<\/p>\n\n\n\n\u2b50 Do you want to promote a webinar, an event, or a B2B initiative to the right decision-makers?
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