Client: JNN Group
Industry: B2B Services
Primary CTA: Qualified conversations / meetings
Platforms Used: LinkedIn outreach
Campaign Style: Multi-ICP experimentation with progressive personalization
The Problem
JNN Group operates in a B2B environment where the right ICP matters more than raw volume. The challenge wasn’t whether outbound could work, but which audience it should work on best.
Early on, it was clear that a single, fixed ICP would be a limitation. The market was broad, decision-makers varied across roles, and different segments responded to different value propositions. Instead of forcing one audience definition, the real task was to discover the most responsive ICP through execution, not assumptions.
JNN Group needed a system that could:
- Test multiple ICPs safely
- Learn from real engagement data
- Improve performance incrementally
- Still move toward a concrete CTA outcome
Our Approach (What We Actually Did)
We approached this engagement as a structured ICP discovery and optimization exercise, not a one-shot campaign.
Rather than locking into a single audience, we ran outreach across multiple ICPs, treating each as a controlled experiment. Every campaign had the same high-level CTA, but differed in:
- Target role or profile type
- Value framing
- Level of personalization
This allowed us to compare performance cleanly and compound learnings instead of resetting each time.
Phase 1: Broad ICP Testing to Establish Baselines
In the initial phase, we launched campaigns across multiple ICP definitions relevant to JNN Group’s offerings. The goal was not perfection, but signal.
Even at this stage, results were encouraging. Each ICP tested showed solid engagement, confirming that the market itself was responsive. More importantly, we began to see clear differences in reply quality, speed, and intent across segments.
This gave us a reliable baseline to improve from.
Phase 2: Gradual ICP Refinement Based on Live Data
With baseline performance established, we began narrowing focus toward the best-performing profiles. ICP definitions were tightened incrementally, adjusting seniority, function, and contextual relevance, rather than making drastic changes.
As the audience became more precise, engagement quality improved further. Replies became more conversational, objections became more specific, and CTA progression became smoother.
This phase proved that the issue was never demand, it was precision.
Phase 3: Profile-Level Personalization on LinkedIn
Once the strongest ICPs were identified, we layered in LinkedIn profile–level personalization. Instead of generic personalization tokens, messaging was adapted to reflect:
- The prospect’s role context
- Their professional positioning
- Signals from their profile or activity
This shift had a noticeable impact. Conversations felt less like outreach and more like relevant peer engagement. CTA acceptance improved because prospects felt understood rather than targeted.
Results (Across JNN Group Campaigns)
Across the campaigns run for JNN Group, every ICP tested delivered positive engagement, a strong signal of market relevance.
As ICPs were refined and personalization deepened, performance improved consistently. The final iterations achieved the target CTA reliably, validating both the audience selection and the outreach system.
Rather than relying on a single lucky campaign, JNN Group ended up with:
- Clear knowledge of which ICPs perform best
- A repeatable process for refining targeting
- A proven personalization framework that scales
Why This Worked ?
This campaign succeeded because we let execution drive strategy, not the other way around.
Instead of debating ICPs in theory, we tested them in the market. Instead of over-personalizing early, we earned the right to personalize by first narrowing the audience. Each improvement built on real data, allowing results to compound naturally.
Final Takeaway
This case study shows that strong outbound performance doesn’t come from guessing the perfect ICP upfront. It comes from systematic testing, disciplined refinement, and progressive personalization.
By running structured experiments across multiple ICPs and continuously improving targeting and messaging, we helped JNN Group achieve their CTA goals while building a scalable outbound framework they can reuse going forward.
