How Hopae Used Creators To Reach Enterprise Buyers At A $46 CPM

875K+
LinkedIn impressions
$46
CPM
105%
Increase in website traffic

About Hopae

Hopae is a European digital identity company that sells its API to enterprises. Like most enterprise software, it is bought by a committee, with engineering, product and risk leaders all weighing in before anything is signed.

The Problem

Before the program, Hopae's inbound was, in their marketing lead's words, "very spotty or if any", and website traffic and brand search were quiet.

Enterprise buyers rarely engage with a vendor's company page, and an API is a hard product to make interesting in a feed, so Hopae needed a way to be heard by people who had never come across them.

Hopae had no in-house marketing team, so anything new had to run without adding to the week of the one outsourced lead who ran the account.

What We Did

Mapped the buying committee.
We worked out who has a say when an enterprise buys an identity API and found the creators each of those people already reads.
Ran it across LinkedIn, newsletters and podcasts.
10 creators posted 30+ times on LinkedIn over four months, each writing about the problem Hopae solves in terms their own audience cared about, alongside newsletter and podcast placements.
Built reach across the whole roster.
One post by Linas Beliūnas reached 350K+ impressions, the best-performing post we have run for any client, and the rest of the roster added 525K+ impressions between them.
Put paid behind the best posts.
In the final weeks the strongest creator posts ran as thought leader ads, carrying them further into Hopae's target accounts.

The Results

875K+ LinkedIn impressions from 30+ creator posts in four months.
$46 CPM across the LinkedIn program.
105% Increase in website traffic when live with creators, with brand search up 25%.
2 a week Inbound leads from notable companies by the end of the program, up from "very spotty or if any" before it.

What This Means For You

If you sell a technical product to enterprises, every member of the buying committee follows different people. Creators reach each of them in their own feed and build the awareness that enterprise inbound grows from, even with a small team behind it.