Andrei Zinkevich
Andrei Zinkevich

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Demand generation strategy: a 7-figure pipeline, 9 enterprise leads, 10x ACV

Here is a breakdown of the demand generation campaign we launched together with Postindustria AdTech that generated:

— 7-figures pipeline
— 9 qualified sales opportunities
— 3 new contracts with 10x ACV (average contract value)

  1. Narrowing down the target market and positioning.

We realized that the "one size fits all" positioning most software development vendors have is a way to nowhere. The first step was diving into skillset, successful case studies, and revenue generated by different verticals.

AdTech vertical was a clear winner, so we decided to narrow down our positioning to mobile bidding expertise and mobile SDK development.

  1. Demand generation strategy on LinkedIn.

The key goals for our demand generation strategies were:

— Connect, establish a relationship, and warm-up strategic accounts on LinkedIn
— Showcase Postindustria’s niche expertise in AdTech and mobile SDK
— Develop a recognizable brand
— Create demand for their service

  1. Turning LinkedIn profiles of CMO and CEO into landing pages.

  2. Consistently growing network with 4 audiences.

— ICPs
— Engagers
— Asset owners
— Co-pilots — People who serve the same audience but sell different solutions to your ICP.

For Postindustria, one of the key goals was establishing a relationship with OpenX, which has the largest independent ad exchange network for publishers and demand partners.

  1. Develop a diversified content strategy.

CEO was reaching out to executives and posting content dedicated to the CTOs or senior product engineers.

Their CMO was appealing to the marketing team and senior tech engineers. A senior architect also occasionally posting tech content that is related to the IT department.

  1. Run market research with niche associations and target accounts.

The campaign helped them to connect and engage more target buyers, created an expert industry report together with a market leader, Open X, and positioned themselves as industry experts.

The insights they got from the market research also generated lots of content ideas for LinkedIn.

Results didn't come immediately, but in 6 months company started to generate inbound opportunities and was able to reactivate some of frozen opportunities.

Demand generation is a long-term strategy, but it has a compound impact on your marketing.

At one point, you start seeing more referrals, more brand mentions, more media appearances, more opportunities, and, as a result, more revenue.

If you are interested int the detailed case study, :
find it here

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