Laminar, a cloud data security service provider, was not only a brand new player in the cloud data security industry (the industry itself being a fairly new one) – but also had to launch their go-to-market strategy 3 months earlier than expected, in order to respond to the launch of a new competitor. PPC formed the most integral part of this launch strategy, and our strategy needed to not only introduce Laminar as a brand and service, but also assist in converting at least 30% of total addressable market accounts within an initial 3-month campaign period.

In an industry that hadn’t existed two years before the campaign, we were significantly hampered by the targeting abilities of the tools we used, meaning that many strategic assumptions needed to be made in order to reach our target audience.

LinkedIn was the primary channel used to distribute highly targeted messaging based on core audience archetypes, but these efforts extended to Google, Facebook and Twitter – allowing us to compile customer lifecycles, while accurately discovering and targeting accounts within specific phases of the buying cycle.

Our efforts allowed us to not only reduce the amount of disqualified leads (from 15% disqualified leads to 10% disqualified leads) entering the funnel, but also to eventually drive 40% of accounts reached through paid media into the purchase phase of the funnel.