Tugboat Logic

Written by Giselle Desatnick | Aug 11, 2020 5:36:52 PM

Tugboat Logic reduces CPL by 64% leveraging LinkedIn Ads through HubSpot.We are living in a “new normal” which means bringing the majority of today’s workforce online and fast. This poses significant challenges when it comes to building and maintaining businesses’ security efforts. It is also what makes Tugboat Logic an essential asset to engineering and security teams at companies ranging from seed-funded start-ups to the Fortune 500.Tugboat Logic was created to address the skills and expertise gap in the security and compliance industry. Their goal is to simplify and automate information security management for every enterprise. They help clients plan and implement a security program for their organization, get them ready for industry certifications and enable them to prove compliance with their business partners.We are living in a “new normal” which means bringing the majority of today’s workforce online and fast. This poses significant challenges when it comes to building and maintaining businesses’ security efforts. It is also what makes Tugboat Logic an essential asset to engineering and security teams at companies ranging from seed-funded start-ups to the Fortune 500. Tugboat is the Security Assurance Platform that takes the misery and mystery out of passing security audits like SOC 2, PCI, and ISO 27001 so you can slay more deals and stay secure.

Understanding the importance of Tugboat’s services in the current environment, the team looked to create brand awareness quickly and efficiently, turning to LinkedIn ads through HubSpot for lead generation. However, while focusing on brand awareness, Tugboat also struggled to generate leads at scale.

Tugboat runs a lean marketing operation and needs to be conscious of every dollar spent. Therefore, every Marketing Qualified Lead (MQL) needs to be nurtured properly with the goal of quickly turning into an opportunity and eventually, a closed deal.

Solution

Originally, the team took the approach of leveraging LinkedIn Sponsored Content to drive clicks. However, after reviewing with their LinkedIn Account Manager the power of using multiple products, they identified LinkedIn Text Ads as a key solution that, in tandem with Sponsored Content, could help them lower their overall CPA. With LinkedIn’s incredible firmographic data, there is no disputing the audience targeting capabilities on options such as Titles, Industry, and Company Size. As such, LinkedIn ads prove to be incredibly effective with the right messaging and landing page.

Victor Lin, Director of Demand Gen at Tugboat Logic explains, “Having a dedicated Account Manager and resident HubSpot expert allowed us to unlock the power of both platforms and exceed our expectations. Adam is the Goose to my Maverick, and LinkedIn plus HubSpot continues to ‘take my breath away’.”

With this one-two punch while layering on audience exclusions, the team was successfully able to move upstream, seeing first-click on their Sponsored Content followed by the conversion on their re-targeted Text ads. However, the Hubspot integration with LinkedIn ads is what allows for the resulting closed-won opportunities. After the MQL enters HubSpot’s CRM, Tugboat’s team lives in the platform analyzing what they consider their “source of truth” for understanding the impact their marketing spend has on revenue.

Result

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