- Trumpet has been featured in a LinkedIn partnership with WSJ Custom Content, exploring how credibility and thought leadership drive B2B growth.
- Our founders' combined LinkedIn audience of 80,000 helped generate a 3,000-person waitlist before launch.
- Around 65% of trumpet's leads come from LinkedIn, combining organic and paid activity.
- LinkedIn advertising has delivered a 4x revenue return and 35x pipeline influence relative to advertising spend.
Featured in WSJ Custom Content
We've been featured in a new LinkedIn partnership article published by Custom Content from The Wall Street Journal, exploring why credibility is becoming such an important driver of B2B growth. The piece, Why Credibility Is the New B2B Growth Engine, looks at how businesses are moving beyond clicks and impressions to focus on meaningful outcomes, from qualified leads to pipeline and revenue.
Trumpet's LinkedIn growth story is one of the examples featured, and we're pretty proud of the numbers behind it.
Building a community before launching a product
Long before trumpet launched, our co-founder Nick Telson-Sillett was sharing his experiences of building and exiting his previous startup on LinkedIn. By the time Nick founded trumpet alongside Andrew Webster and Rory Sadler in 2021, the founders had built a combined LinkedIn audience of 80,000 people.
That community gave trumpet a head start, helping generate a 3,000-person waitlist before the product had even launched. As the business grew, we took that approach further by using LinkedIn Thought Leader Ads to amplify founder content and reach more of the right buyers beyond our existing network.
From LinkedIn engagement to measurable growth
Building an audience is one thing, but understanding how that audience contributes to business growth is where things get interesting. By connecting LinkedIn engagement, website visits and content interactions with lead qualification, pipeline and revenue, we've been able to measure the commercial impact of our activity.
Here are three figures highlighted in the feature:
MetricResultRevenue return on LinkedIn advertising spend 4x Leads from LinkedIn, organic and paid combined 65% Pipeline influence relative to advertising spend 35x.
The 35x figure refers to influenced pipeline, rather than revenue generated. It shows the value of pipeline influenced by LinkedIn advertising relative to advertising spend, separately from the 4x revenue return.
Why credibility matters in B2B sales
The feature explores how B2B buying has changed, with larger buying groups, longer sales cycles and more people involved in purchasing decisions.
For businesses, this means building trust long before someone books a demo.
It's something we believe strongly at trumpet. Understanding what buyers are engaging with, who's involved in the decision and where interest is building helps Sales teams have more relevant conversations.
And for our own marketing, it's a reminder that community, useful content and genuine engagement can drive meaningful business outcomes when you connect those activities to pipeline and revenue.
We're excited to see trumpet's story featured alongside LinkedIn's perspective on the future of B2B growth.
Read the full feature: Why Credibility Is the New B2B Growth Engine.
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