Lead Generation

CASE STUDY with

"The collaboration with BrandRefer was successful in bringing new leads into our pipeline."

Lead Specialist & Growth, Ana Garza Ochoa at Axual

About Customer

Axual is a well known self-service data streaming management platform for enterprises to simplify and accelerate real-time data streaming enabling real-time customer service, customer profiling, control room monitoring, real-time dashboards, alerting, predictive analytics and fraud/anomaly detection.

Challenge

With the increasing challenge of acquiring new customers and breaking through the noise on LinkedIn social feed, Axual’s marketing team was eager to advertise upcoming webinar promoting data streaming importance and their platform advantages. The campaign goal was to:

Increase exposure of Axual and their latest webinar

Bring quality enterprise leads to sign up and attend the webinar

A/B test marketing collateral efficiency and responsiveness

Solution

Axual decided to collaborate with 10 strategic micro-influencers on LinkedIn to promote webinar directly with their professional network. This way Axual gained exposure to the target audience with high-quality webinar signups from enterprise (500+ employees) companies thanks to the influencers endorsements.

Outline and content

BrandRefer sourced and coordinated micro- influencers interested in promoting Axual’s webinar and leading LinkedIn target audience to the webinar registration page. The campaign run for 2 full weeks, where all influencers created their posts in week 1 and collected further engagement in week 2.

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Axual wanted to run a small A/B test to compare the effectiveness of 2 different promotional campaign banner designs. Their team provided high-resolution png format images for post covers, set up 2 unique UTM links to track each version, and specified hashtags to include in the post for further audience reach.

Influencers

BrandRefer followed requirements set by Axual to match them with effective micro-influencers who have followers from enterprise size companies (500+ employees) in the EU region and with DevOps / Tech background.

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All influencers were from B2B professional backgrounds, therefore, successfully exposing Axual to target industries such as finance, logistics, energy and utilities.

"Working with LinkedIn Influencers was completely new to us and we can see the potential of doing this type of campaign. BrandRefer had a clear process and this facilitated the planning and implementation of the campaign."

Lead Specialist & Growth, Ana Garza Ochoa at Axual

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