Plan and execute an integrated campaign targeting upper-funnel awareness, education and engagement
Leverage cross-channel paid media tactics to gain visibility with relevant global audiences
Develop educational and awareness-level content to address target persona pain points and build demand
Nurture leads through additional educational content and deeper engagement to foster revenue opportunities
In our campaign, Go from Coding Scapegoat to Coding GOAT, we developed and syndicated an ebook to reach users in the DevOps and DevSecOps fields. This ebook educates users on the best cybersecurity practices to elevate their skills and authority within their organization. We not only wanted to provide useful information but present it in a fun, modern way that resonated with the target audience.
Our objective was to generate qualified leads for the client through content syndication, specifically through a Lead Generation Form campaign on LinkedIn. We utilized the lead generation form on LinkedIn to keep users in-platform and increase the likelihood of converting. The messaging focused less on presenting an asset for download as showing the benefits of accessing the resource, to speak to the user who is often the scapegoat for coding issues, making them feel like the GOAT (greatest of all time) instead.
We set up a Lead Gen Form that, once filled out, would direct users to the ebook PDF. By keeping users on the social channel and using a Lead Gen Form, rather than sending users to a landing page and requiring them to fill out all required fields, we were able to utilize the auto-population feature of Lead Gen Forms and drive strong conversion rates.
Our targeting reached users in the US and UK who were either members of DevOps/DevSecOps groups or had skills relating to this field, as well as had ‘DevOps’ in their job title. In total there were about 7,600 members on LinkedIn within our target audience; though a relatively small audience, it had high engagement and was ideal for our messaging as it’s a highly technical, niche skill. We excluded companies with fewer than 200 employees, as we wanted to go after larger organizations that matched the client’s ideal account size. In just 2.5 months, we acquired 250 leads from this audience alone.
Prior to launching our Coding GOAT ebook, we were syndicating a more standard whitepaper about Integrating SAST in DevSecOps with more traditional creative. For this campaign, we tested both rectangle and square imagery, with various headlines on the image itself to avoid ad fatigue. All combined, these elements led to a strong engagement on the ads and a high conversion rate of over 14%
The CPLs decreased by 49% and the Conversion Rate increased by 31% after we switched to the Coding GOAT asset we developed. The audience targeting did not change and we were utilizing Lead Gen Forms for both assets; however, the new Coding GOAT asset had more unique creatives compared to previous GrammaTech assets and other industry competitors.
We believe this ‘coding GOAT’ language was more compelling, unique, and eye-catching and helped lead to improved performance.
The average CTR for the LinkedIn campaign was 1.28%
The lead form completion rate (conversion rate) was 15.11%.
There were 2,126 clicks on ads from 166,710 impressions
There were 1,654 lead form opens
250 leads generated
The total spend to generate the 250 leads was $22,735.59 for an average CPL of $90.94.
