Lead Generation

CASE STUDY with

"My favorite part of the BrandRefer campaign was seeing the influencers put our value proposition in their own words."

VP of Marketing, Brandon Till at Ocean.io

About Customer

The fast-growing Danish company Ocean is a well-known growth intelligence platform helping countless B2B companies to make the most sense of their CRM data. With their AI and vast company database, Ocean identifies and finds the lookalike companies of ideal customers driving sales efficiency and improve sales performances.

Challenge

With the growing demand for the product, Ocean’s marketing team was keen to fully leverage LinkedIn’s professional platform to raise even further brand awareness and drive high-quality sales leads. While in the past Ocean successfully run LinkedIn sponsored ads, their team wanted to explore new authentic ways to connect with their target audience on LinkedIn. The objectives for the campaign were set to:

Acquire new business leads from target markets

Drive Ocean’s platform demo signups and trials

Increrase product awareness in target markets

Solution

Ocean decided to run a B2B influencer marketing campaign on LinkedIn. With 10 strategically selected influencers, they saw an opportunity to connect with their product buyers in a more authentic and effective way. While being in full control of the promoted content and desired timeline, the campaign was launched without any effort.

Outline and content

BrandRefer activated 10 strategic B2B influencers to promote Ocean’s platform with their direct LinkedIn network. All influencers created their posts within the 1st week and continued gaining audience interactions during the following 2 weeks.

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Ocean provided a landing page that allowed users to test their platform with 25 sample leads for free. Along with the landing page, they set up a social share banner to auto-populate a promotional graphic for LinkedIn’s influencer posts.

Influencers

Based on Ocean’s specified influencer criteria BrandRefer approached strategic B2B influencers for a LinkedIn marketing collaboration. All selected influencers were active professionals from B2B backgrounds, with a large audience of sales professionals in desired markets of UK, Nordics, and Benelux.

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40% of all invited influencers showed genuine interest in Ocean’s product, were keen to support Ocean’s marketing campaign, and agreed to endorse the brand to their LinkedIn followers. All influencers used Ocean’s provided marketing material and wrote a unique introductory statement when sharing the post.

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B2B influencer marketing campaign exposed Ocean’s platform to over 32k+ combined network on LinkedIn, leading to a fantastic 4% engagement rate and a strong 3% CTR. When visiting the landing page from the campaign, 10% of visitors signed up for campaign. Ocean's sales team could instantly reach out to the new leads, further the demo, and create a new opportunity.

"My favorite part of the BrandRefer campaign was seeing the influencers put our value proposition in their own words. It made the content very credible and was an inspiration for our sales team when they would read and share the sponsored posts."

VP of Marketing, Brandon Till at Ocean.io

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