Social Media Marketing Case Study: How an AI predictive maintenance startup achieves alignment and ABM success with LinkedIn?

About the Company:

One of the fastest-growing Artificial intelligence, driven enterprise predictive maintenance startup with worldwide operations and leader in the telecom and communication industry.

They wanted to strengthen their social signals using the most popular professional networking platform LinkedIn.

Goals

• Orchestrating organic growth — spreading awareness about the brand, subject matter expertise and its unique solution.
• Generate meaningful engagement at scale — Improve on the inadequate and inaccurate lead data which was resulting in little/no relevant information for sales teams to follow up on.

Approach

• A focused and cohesive account-based marketing framework on LinkedIn enabled the brand and its team to harness the power of LinkedIn’s robust member data and advertising tools. They quickly made the professional network central to its revamped strategy.
• Targeting top decision-makers and influencers enabled the startup to reach the entire buying committee and potential partners with precision.
• With LinkedIn’s unique data and insights, they gained far more clarity in their ABM efforts.

Result

• Developing a consistent publishing schedule on the LinkedIn Page, and including content that aligns with various areas of interest (technology, thought leadership, culture, etc.) led to a major increase in employee sharing and a coinciding jump in engagement with industry prospects.
• 1023% increase year over year in followers.
• 328% increase year over year in clicks and shares

Brief:

Leverage the teams existing industry subject matter expertise to establish its industry-agnostic solution. Connecting with the right people and conveying the brand’s story, USP and company culture were top priorities.

Approach:

We used LinkedIn Pages to share company news and raise general market awareness, but particularly value the space as a tool for driving brand awareness through deep content.

We turned to LinkedIn Sponsored Content, which offers unique targeting capabilities, to reach its niche audiences with the right messages. Because Sponsored Content appears in LinkedIn feeds across desktop, smartphone, and tablet, we were able to maximize the brand reach, increase audience base and drive qualified traffic into its lead nurture program.

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Featured Image Credit: Photo by Prateek Katyal on Unsplash