Client Success Story
Digi Solves Advertising for New Product Launches
Challenge
Digi International is a publicly traded industrial IoT technology company that provides embedded & cellular solutions for various industries such as energy, medical, transportation, and manufacturing.
A large share of the central marketing team’s responsibilities is dedicated to new product launches. It involves simultaneously coordinating with several product managers, sales managers, and us to deliver on a GTM strategy that drives leads from a very niche audience.
Our Paid Media team steps in to present and execute on advertising strategies and tactics that differentiate their offer and get them in front of the right people.
Digi International’s marketing team struggled to prove to their product teams and leadership that they could reliably drive MQLs for product launches. They were already off-track in meeting their fiscal year MQL goal, ending in September.
Strategies were severely limited because of small audience sizes, and with rising CPLs, they were worried. As a result, they considered abandoning social ads entirely for these launches.
We believed LinkedIn’s new features could turn things around, having seen success with other clients. Confident in our proven approach, we pitched Digi International on expanding beyond their comfort zone to achieve what seemed impossible.
Solution
To grow our audience without sacrificing quality, we first imported a customer list of SQLs from their CRM. Utilizing LinkedIn’s new predictive audience feature, we aimed to reach as many of these targets as possible.
Based on customer research, we identified that security compliance was a top concern. Therefore, we highlighted this feature in our ads.
We chose a carousel ad format to showcase a lineup of three new products, offering enough options to engage the audience without overwhelming them. This strategy ensured we maintained high-quality leads while expanding our reach.
The creative
LinkedIn Carousel Ad
LinkedIn Lead Form
66%
Over MQL Goal
57%
Lower CPL
The Results?
The ad campaign surpassed its MQL goal by 66%, achieving 83 MQLs from 112 form fills. The CPL was $100, which was 57% lower than our average CPL on LinkedIn. As of June 2024, they’ve already reached their FY (Oct-Sep) MQL goal
Collaboration
This success has generated significant momentum and openness to testing more innovative strategies. Not only have they increased budget to scale this strategy, we’re now proposing bolder approaches across all advertising channels not just LinkedIn. It marked a major turning point in our partnership with Digi International.
While achieving results is important, our focus is on building a foundation for long-term success through continuous learning and testing.
CLIENT FEEDBACK
“We were skeptical and unsure of how to promote this product with paid media efforts, we originally intended to seek out promoting on 3rd party publication sites after ‘basic’ target audience tactics weren’t performing. After thorough explanation of predictive audiences and how they’d be utilized for this product we gave it a chance and couldn’t be more impressed by not only the amount of leads, but the quality of those leads.”