How we generated 10,500+ leads for Readynez through paid ads, lead magnets, and webinar funnels

Background

Readynez is one of Denmark’s leading IT training providers, delivering live instructor-led certification courses in Microsoft, AWS, cybersecurity, and project management to IT professionals and enterprise teams across Europe. Organic traffic was growing, but Readynez needed faster, more controlled channels to fill the funnel. They wanted to reach IT professionals who weren’t yet searching for courses — people who needed a nudge to realise they had a skill gap, and then a clear path to close it.

Over 3+ years, we built and managed multiple lead generation campaigns across Meta Ads, LinkedIn Ads, lead magnets, interactive tools, webinar funnels, and email sequences.

Campaign 1: Lead Magnets + Meta Ads

The first initiative was creating downloadable lead magnets — free resources designed to attract IT professionals and capture their contact details, built on LeadPages and promoted through Meta advertising.

Instead of generic whitepapers, we created targeted resources like career roadmaps, certification comparison guides, and skill gap worksheets — practical tools IT professionals could use immediately, and that positioned Readynez as the natural next step.

The landing pages converted exceptionally well. By testing headlines, layouts, and form lengths, we achieved conversion rates as high as 57% on some lead magnet pages. Over 5,000 IT professionals downloaded these resources and entered Readynez’s funnel. Across three campaigns, we generated 2,011 unique leads at an aggregate cost of just kr.22 per lead from a monthly ad spend of kr.28,829.

Campaign 2: IT Skills Assessment Tool + Meta Ads

For the second initiative, we helped Readynez create a free interactive IT Skills Assessment Tool — designed to create a personal “aha moment.” IT professionals select a domain — cloud, cybersecurity, AI, risk management — and take a 10-minute assessment. They instantly receive a personalised report showing their strengths, gaps, and recommended certification paths.

We promoted the tool through targeted Meta Ads and optimised for sign-ups. The campaign generated 401 sign-ups at kr.18.12 per sign-up, with a click-through rate of 3.27% — strong performance for a B2B lead generation campaign on Meta.

Campaign 3: Webinar Funnels + LinkedIn Ads

The third pillar was building and managing end-to-end webinar campaigns. Webinars were a natural fit for Readynez — they could demonstrate teaching quality live, showcase instructor expertise, and engage a large audience in a single session.

We owned the entire campaign lifecycle:

• Topic Ideation & Instructor Coordination — We researched trending topics in the IT training space, proposed webinar themes, and worked directly with Readynez’s instructors. Topics around AI and cybersecurity consistently drew the strongest interest.
• Landing Page Design & Copywriting — We built custom registration pages in LeadPages with fully integrated submission forms, converting at 6–10% on average — with AI and cybersecurity topics performing significantly higher.
• LinkedIn Ads for Sign-ups — We designed and managed LinkedIn ad campaigns targeting IT professionals by job title, certification, and industry.
• Full Pre-Webinar Email Sequence — Confirmation emails, a structured reminder series, and day-of emails designed to maximise attendance and reduce drop-off.
• Post-Webinar Replay & Sales Emails — After each session, we sent replay links followed by a nurture sequence designed to convert attendees into paying customers.

What This Case Study Really Shows

B2B lead generation isn’t one channel or one campaign. It’s a system of interlocking pieces — lead magnets that capture attention, interactive tools that create urgency, webinars that build trust, and email sequences that nurture intent into action.

What made this work for Readynez wasn’t any single tactic — it was the fact that every piece was designed with the same audience in mind, every funnel was optimised end-to-end, and every campaign was measured and iterated on over a 3+ year partnership.