Growing Pipeline Nearly 3X With Paid Media
$2.3M
pipeline from paid media campaigns
187%
growth since launching paid programs
What We Tested & Learned
Hypothesis: Developers are an inherently skeptical buying group. Working with micro-influencers and trusted media outlets instead of vying for attention via corporate channels lends credibility, but messaging around product features and benefits must also clear a high bar.
Results: Collaborations with well-known outlets in the dev tools space paid off in spades. With original research from Product Marketing to guide campaign messaging, we saw a 187% increase in product trials following this campaign.
Campaign success came from light-touch digital advertising targeting developer personas, including newsletters, podcast sponsorships, Brave Ads, and more.
The Solution
- Audience research to determine preferences, interests, behaviors, and more for three segmented personas
- Market research to identify and validate topics of interest and product/market-fit
- Identify sponsorship opportunities with micro-influencers and partnerships with influential media outlets
- Partner with Product Marketing, Engineering, and other stakeholders to ensure targeted messaging resonates with segmented audiences
- Create campaign collateral and creative assets, continually test and iterate
- Review analytics data to determine impact
the client
- SaaS, Developer Tools
- 100+ employees
- $150M Series D; $248M total funding
- Tech stack included Hubspot, SFDC, Drift, Ceros, and more