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Branded Demand
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High-quality leads. Heightened brand awareness. Both can be yours – we’ll show you how.
How Instana generated $6M in predictable pipeline
Manual data governance was holding back cross-channel programs
Instana, an IBM company, provides an Enterprise Observability Platform with automated application performance monitoring capabilities to businesses operating complex, modern, cloud-native applications. Instana’s Director of Demand Generation, Starr Stephenson, and her team were striving to meet the challenges of their buyercentric marketplace. They found themselves engaging in multiple cross-channel lead gen programs that required manual list upload — on average twice a week.
To complicate the situation, the team was understaffed. They knew this manual list processing was inefficient and unscalable. They wanted to switch focus to refining connected and personalized touches across key digital channels. Starr wanted a solution that would help ease the department’s burden, while ensuring clean, compliant lead data from all demand channels, with less budget waste. Ultimately, she and her team wanted to centralize and connect the company’s omnichannel buying process on one unified platform.
Instana executes Branded Demand with Integrate and Pipeline360
The demand team at Instana started using Integrate to connect all their demand programs in a single place. With Integrate, they could also abandon the antiquated, manual process of list scrubbing, and govern and measure lead data automatically.
They also began using Pipeline360 — to target buyers at key accounts in the North American and EMEA markets, with a combination of digital display advertising and content syndication.
“Integrate was a no-brainer and necessary to keep up with evolving buyer needs. We needed to make our demand strategies work smarter, which meant evaluating our tools and tech and finding ways to free up time and budget resources.”
Starr Stephenson
Director of Demand Generation
Instana
Instana leverages Pipeline360 to optimize their programs
With support from the Pipeline360, Instana aligned display advertising creative to three buying stages — awareness, consideration, and action — to create a series of progressive display ad flights for nurturing engaged accounts. They also segmented their display, content, and email nurture programs by persona to improve the click-through rates of their digital display ads.
“With Pipeline360’s campaign services team as a partner, they feel like an extension of the Instana team. I feel like I have additional team support that minimizes the time spent on manual work, making it easier for my team and me.”
Starr Stephenson
Director of Demand Generation
Instana
Instana drives demand globally and influences millions in pipeline and revenue
Instana’s account-based digital display ad and content syndication programs:
- Delivered millions of impressions across key accounts in the North American and EMEA markets.
- Achieved a display ad click-through rate nearly two times higher than industry average.
- Created a predictable pipeline for both strategic regions.
The three-step personalized digital display advertising program resulted in 271 accounts moving from awareness to consideration to action. Overall, their content syndication programs in Pipeline360 powered by Integrate delivered 2,000 leads across four target account lists — aligning their demand and ABM strategies.
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closed-won opportunities influenced
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impressions delivered across NA and EMEA
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marketable and compliant leads
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TAL engagement rate
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accounts nurtured from awareness to consideration to action
