Techma campaign

B2B SaaS

Social management

Paid media

Techma is a B2B SaaS platform for mid-market operations teams with strong product adoption but weak social execution. LinkedIn was inactive, YouTube was dormant, organic reach was negligible, and paid search was carrying demand gen at an unsustainable cost per lead. They needed social to become a real growth channel.

Platforms

Date

Aug 2025

techma

The challenge

B2B SaaS is one of the hardest categories to make work on social. The audience — operations managers, CTOs, heads of product — are on LinkedIn and YouTube, not TikTok. They're skeptical of marketing, allergic to hype, and can spot a generic agency content calendar from three posts in. The challenge wasn't generating awareness — it was generating awareness that felt credible to a highly analytical buyer.

Our strategy

We scrapped the broadcast model entirely. Instead of posting about Techma, we made Techma's team the content. We produced a weekly LinkedIn series called "Ops in the Wild" — short-form video where Techma's founder and head of product broke down real workflow inefficiencies they'd seen at companies, with no product pitch. Just genuine operational insight. On YouTube, we shifted from product demos to a longer-form series of workflow teardowns, averaging 8–12 minutes, targeting the specific search queries Techma's buyers were already using. Paid campaigns on LinkedIn used single-image ads with copy built around operational pain points, linking directly to a 15-minute demo booking page — no landing page middleman.

The results

LinkedIn following grew from 1,200 to 8,700 in 75 days. The "Ops in the Wild" series averaged 14,000 organic impressions per post with a 6.2% engagement rate — well above the B2B LinkedIn average of 2%. Demo requests increased 218% quarter-over-quarter. YouTube watch time grew 410% as the teardown series built a recurring audience. LinkedIn paid campaigns brought the cost per demo request from $112 to $34.