The call for change

While advocacy from developers had built a strong foundation, the company’s leadership knew that reaching senior buyers was essential for growth. To compete with larger global providers, they needed a new marketing approach focused on generating high-value enterprise leads.

The primary goals were to:

• Increase visibility with senior decision-makers in large companies.
• Translate technical features into clear business benefits and success stories.
• Build a consistent pipeline of qualified enterprise leads to hit ambitious growth targets.

The growth hurdles

Reaching the enterprise audience presented a new set of challenges that their previous marketing hadn't been designed to solve. The company was entering a highly competitive space and needed to make an impact quickly.

They were facing three main hurdles:

• Moving into new segments beyond the developer community.
• Capturing the attention of senior decision-makers and influencers.
• Building a predictable, repeatable lead generation engine to support long-term sales goals.

Bridging the gap

To address these challenges, we developed an integrated digital strategy focused on reaching and converting enterprise buyers. The plan involved creating high-value content tailored to the strategic concerns of senior leaders and delivering it through the channels where they are most active.
The core components of the strategy included:

• Executive Virtual Events: We planned and ran targeted virtual events for high-value prospects, handling everything from creating custom landing pages and promotional campaigns to post-event follow-up.
• Practical Webinar Series: A branded webinar series was launched to showcase real-world use cases, attracting and educating senior technical audiences on the business impact of the technology.
• Targeted LinkedIn Advertising: We developed and ran an optimized LinkedIn ad campaign aimed at senior engineering and architecture roles, using high-converting ads to deliver measurable results.

Impact delivered

The new strategy delivered immediate and significant results. In just three months, the campaign successfully repositioned the company as a credible enterprise player and built a powerful sales pipeline, proving the effectiveness of the new approach.

The highlights included:

• Generated 400+ qualified enterprise leads, creating a strong foundation for the sales pipeline.
• Opened 40+ active sales conversations with high-value prospects.
• Tripled webinar engagement compared to previous benchmarks, proving the new messaging was effective.
• Reduced the cost-per-lead by 22%, creating an efficient and scalable model for future growth.