8x8 introduces Company Surge® to its LinkedIn strategy and drives target account engagement

Cutting through the marketing noise

8×8 had already seen results from applying Company Surge® insights to its sales strategy.

As Intent data advocates, 8×8 looked to the Company Surge® integration for LinkedIn to boost the efficiency of its paid digital programs and stay competitive in the market.

Using Company Surge®, 8×8 built an effective marketing channel via LinkedIn and increased its Sponsored Newsfeed Ads engagement by 67%.

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8x8-Summary

8x8's Journey

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Background

8×8 uses LinkedIn to increase brand awareness for its communications cloud product and to generate demand from target accounts. 

To hone in on the right audience, 8×8 used Intent data to find prospects researching topics related to its products. 8×8 created content and targeted the high-fit accounts on LinkedIn based on intent topics with the most interest.

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8x8-Challenge

Challenge

With a massive competitive pool and an even larger target market, 8×8 was getting buried in the marketing noise on LinkedIn. Yet it was still vital to sustain brand awareness and stay top-of-mind to their target market on the meaningful and relevant channel.

How could 8×8 increase its LinkedIn campaign performance with a limited budget?

8×8 used Company Surge® integration for LinkedIn to remain competitive, cost-effective, and reach the accounts on LinkedIn with the highest propensity to make a purchase.

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Solution

Company Surge® integration for LinkedIn connected with 8×8’s LinkedIn Campaign Manager to automate the creation of Intent-based audiences.

8×8 ran sponsored LinkedIn ads to new audiences each week, only targeting accounts showing interest in its products and services. Ads contained messaging for the specific topics that accounts were researching across the B2B web.

To increase performance and efficiency, accounts with decreasing intent were removed from the audience each week.

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Results

8×8 introduced a revived marketing channel to its holistic strategy. By focusing only on high-fit, high-intent accounts, 8×8 served fewer ads that drove greater engagement.

Specifically, 8×8 saw a 67% increase in click-through rates for its Sponsored Newsfeed Ads compared to its average click-through rates prior to applying Intent data insights.

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B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

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Agencies

Deliver better results for your clients with highly targeted campaigns that focus on businesses showing intent.

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Publishers

Enrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.

Take off

We’re strong believers in using Intent data to be more targeted with our advertising and relevant with our messages. Using the Company Surge®, we’re already seeing improved results in engagement and click-through rates and we’re excited to expand our usage of Company Surge® across more programs.

Ken Suzuki

Director of Digital Marketing, 8x8

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Want to try Company Surge® data for free?

Identify accounts that want to hear from you right now and proactively coordinate sales and marketing activities around businesses with active intent. Company Surge® Alerts sends you a weekly email containing a list of 10 target accounts that are researching Intent topics relevant to your business. Register today to get access to this free Intent data tool.

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