Lead Generation
CASE STUDY with

CLIENT
Axual
SECTOR
B2B
PRODUCT
Data Streaming
AUDIENCE
DevOps/Tech

"The collaboration with BrandRefer was successful in bringing new leads into our pipeline."
Lead Specialist & Growth, Ana Garza Ochoa at Axual
37k+
network
Combined LinkedIn network exposure
3%
engagement
Engagement rate on LinkedIn Influencer posts
1% CTR
Click-through rate on LinkedIn Influencer posts
10%
conversion
Conversion rate of webinar registrations
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.
EMEA / USA
Target audience location
​10 INFLUENCERS
LinkedIn influencers endorsing Axual
37K NETWORK
​Combined LinkedIn network exposure
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.
​
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.
​
All influencers were from B2B professional backgrounds, therefore, successfully exposing Axual to target industries such as finance, logistics, energy and utilities.
3% ENGAGEMENT
Engagement rate on LinkedIn Influencer posts
​1% CTR
Click-through rate on LinkedIn Influencer posts
10% CONVERSION
Conversion rate of webinar registrations

"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