The Strategy
To meet Alation’s lead generation goals, INFUSE employed a combination of Competitive Displacement and Deep Media Nurturing to boost the reach and potential of Alation’s content marketing to convert new leads.
Along with Competitive Displacement campaigns, content activation, and nurturing, INFUSE employed retargeting strategies that included prospects searching for competitor products.
This led to great success with over 63% of leads converting to Marketing Qualified Leads (MQLs) in the first round of the campaign in late September 2021. The strategy continued to yield impressive results continuing into Q4 2021, with approximately 85% of all leads converting to new MQLs.
Client Feedback
What differentiated INFUSE from other providers for Alation, was their tactical approach to content activation. Indeed, Christine Estevez (Director of Performance Marketing at Alation), remarked on the success of the program built with INFUSE as one of the top-performing content activation campaigns ever run by Alation.
Combined with INFUSE’s ability to generate and convert high-quality leads, build intent-driven retargeting, and ultimately generate impactful results, this was another factor that distinguished INFUSE from the competition.
“We do not see MQL rates that high across any other programmatic channel where we run paid media.” – Christine Estevez, Director of Performance Marketing at Alation
Through working with INFUSE, Alation has seen unmatched success compared to any other paid media campaign previously run, leading to valuable opportunities for their business including hundreds of thousands of dollars generated in sales pipeline.
Alation plans to maintain its partnership with INFUSE as they continue to explore strategies for boosting the reach of their content marketing materials and promote their events.
