How we drove 25% more developer MQLs

The challenge

A cloud infrastructure company needed to quickly reach and engage a new developer audience without alienating their existing customer base.

Our solution

We created a multichannel demand strategy with targeted webinars, workshops and content syndication designed specifically for developers and their preferred channels.

The results

• 3,000+ prospects re-engaged
• 7,000+ new developer leads generated
• 25%+ increase in MQLs

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Keep reading for the full case study of how we delivered these results.

After the acquisition: Engaging a new developer audience

New acquisitions have profound impacts on all parts of a business.

When that includes targeting a new audience, how do you pivot your marketing to speak to their needs?

This is the situation a cloud infrastructure company found themselves in. They asked Iron Horse for help reaching a developer audience that hadn’t been on their radar before—without alienating the audience that was already familiar with their brand.

The Iron Horse solution

Iron Horse worked with our customer to create a multichannel demand strategy that consisted of webinars, workshops, and content syndication designed to increase visibility of a new DevSecOps-focused offering. These efforts generated 7,000+ new developer contacts, 25% of which were immediate MQLs.  

The Iron Horse solution included:

• Audit to understand their existing go-to-market strategy, including their current audience, content plan and metrics
• Research and analysis of the habits, needs and preferences of their new target audience—DevSecOps
• Development of a new value proposition that addressed the needs of the DevSecOps audience
• Formulation of a multichannel demand gen strategy focused on getting the content this developer audience prefers—including webinars and workshops—into the places they hang out