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Lead Generation

CASE STUDY with

CLIENT

Tyk.io

SECTOR

B2B

PRODUCT

API Tech

AUDIENCE

DevOps/Engineers

"Close to 60% of our registrations came from LinkedIn Influencers, which was an incredible result."

Regional Marketing Manager, James Pavey at Tyk

27k+

network

Combined LinkedIn network exposure

5%

engagement

Engagement rate on LinkedIn Influencer posts

3% CTR

Click-through rate on LinkedIn Influencer posts

12%

conversion

Conversion rate of webinar registrations

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About Customer

Tyk is a leading API and service management platform. Tyk Open Source API Gateway has now been installed by tens of thousands of businesses, deployed into some of the world’s largest enterprises and trusted with mission critical systems in highly regulated industries.

Challenge

With the growing demand for API management solutions, Tyk’s team was keen to expand their marketing reach and effectively leverage LinkedIn’s professional platform for lead generations. However, breaking through the noise on LinkedIn's social feed can be a challenge. Objectives were set:

Drive webinar registrations with high-quality attendees

Interact with a niche target audience on LinkedIn

Expose brand to key companies in selected industries

Solution

Tyk decided to promote their upcoming webinar with the help of B2B influencers on LinkedIn. This way, they could reach their target audience in a more effective and engaging way compared to traditional sponsored ad campaigns. Instead of the “one-fits-all” approach, each influencer could amplify the value of joining the webinar to their network.

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UK

Target audience location

​12 INFLUENCERS

LinkedIn influencers endorsing Tyk

27K NETWORK

​Combined LinkedIn network exposure

Outline and content

2 weeks prior to the webinar 12 strategically selected B2B influencers were actively endorsing upcoming event with their direct network of LinkedIn followers. Each influencer wrote their own introductory post statement and included Tyk’s provided UTM link to the webinar registration page. Once the campaign was closed all statistics and results were collected from influencers and Tyk’s website analytics.

Tyk’s team set up the webinar landing page and provided a UTM link for the campaign. The webinar link automatically populated the social share banner when posted on LinkedIn - driving higher engagement and interest in influencers posts.

Influencers

Tyk set clear criteria to define the desired key target audience and markets to engage. Based on the information BrandRefer selected 12 influencers with perfect follower fit and a great past engagement track record. For this campaign influencers directly introduced Tyk to software engineers, developers and architects across financial services, fintech, banking and insurance verticals in the United Kingdom.

Lead generation campaign with B2B influencers exposed Tyk’s webinar to a 27k+ combined network on LinkedIn, leading to a 5% engagement rate and a 3% CTR rate. From all webinar landing page visitors, the campaign generated a fantastic 12% conversion rate of webinar registrations. All registrants were closely matching ICP (ideal customer profile) from leading companies in the desired market.

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5% ENGAGEMENT

Engagement rate on LinkedIn Influencer posts

​3% CTR

Click-through rate on LinkedIn Influencer posts

12% CONVERSION

Conversion rate of webinar registrations

"We’ve never run a LinkedIn influencer campaign before and didn’t really know what the results would be, but we were pleasantly surprised. Our webinar was promoted to the right personas and of those who saw our content, a pretty decent number clicked on the link. Close to 60% of our registrations came from LinkedIn Influencers, which was an incredible result."

Regional Marketing Manager, James Pavey at Tyk

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