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Laminar - ABM CASE STUDY
Establishing Laminar as a heavy-weight competitor
Using Account-Based Marketing
Increase in MQA movement
of MQA leads moved into decision phase
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
Faced by the challenge of a new competitor entering the market, Laminar had to accelerate their launch and also all marketing efforts, in order to establish themselves quickly and efficiently within the industry.
Our strategy therefore was challenged by a lack of both content diversity and brand awareness – content being an especially important cornerstone of ABM marketing. This meant that our strategy needed a two-fold focus: not only driving brand awareness but also encouraging engagement and conversions.
Beyond the wins on conversion, Laminar was also listed by major tech influencers including Gartner and Techcrunch, which testifies to the success of the brand awareness portion of the campaign.
