Double Gold winner at the Global Search Awards 2024

Laminar - ABM CASE STUDY

Establishing Laminar as a heavy-weight

Using Account-Based Marketing

259%

Increase in MQA movement

59%

of MQA leads moved into decision phase

41%

of MQA leads moved into purchase phase

Laminar is a cloud data security company which was not just new to the market when this campaign launched, but also embodies a service that is breaking new ground in the cloud security industry.

Our objective for a successful campaign was to not only generate a specific set of high-quality leads within the 3-month campaign period, but also to convert at least 30% of these leads into the decision and purchase stages of the funnel before the end of the campaign.

Due to Laminar creating an entirely new category within the industry, our target market specs required a lot of assumptions regarding job titles, seniority and interests/groups.

We developed an end-to-end ABM strategy that included paid media, events, automation – and a host of specific tools required in order to assist in the validation and conversion of leads.

We created highly specific content that was sensitive not only to individual platforms but also considered each stage of the consumer funnel, as well as which competitors they may have been engaging with.

After only 4 months of activity on paid media, Laminar saw an increase of 259% in Marketing Qualified Acquisitions, and 40% of these accounts moved into the purchase phase soon after.

This campaign was nominated as a finalist in the 2023 European Search Awards, accompanying the other 10 campaigns from Somebody Digital that were highlighted as finalists in the awards.

Don’t Just Take Our Word for It…

From Good To Great

As this LinkedIn advertising case study shows: Due to the newness of not only the industry, but also our client and their competitors, Big Data and highly targeted tools were cornerstones of our strategy: allowing us to compile data, make detailed inferences, and then deliver the content to the right audiences at the right time.

LinkedIn became the primary channel of activation for this PPC campaign. A specialised report was requested from the platform in order to conduct deeper competitor analysis, which found that competitors had high spend and activity levels against which Laminar needed to compete.

We therefore knew we needed to differentiate our content and ad formats to stand out from the noise – and we absolutely did.