How We Helped a B2B Launch Take Over LinkedIn

Mischka leveraged trusted B2B influencer voices to turn a complex product launch into a LinkedIn-wide conversation and put Warmly in front of the GTM professionals it needed to reach.

< Industry >
SaaS
< Target market >
USA
< Client >
Warmly, (acq. by Hubspot)
< Product >
Signal-based GTM orchestration platform

< THE CHALLENGE >

Warmly (acquired by Hubspot), a signal-based sales orchestration platform, needed to drive sign-ups among a highly targeted audience of Demand Gen, SalesOps, and RevOps professionals. The challenge was translating a complex product launch into a message that would resonate with busy B2B marketers and get them to actually pay attention. Warmly partnered with Mischka, a leading B2B marketing agency, to build an influencer campaign that would put the launch in front of the right B2B decision-makers and drive awareness and product adoption.

< RESULTS >

The campaign helped put Warmly’s launch in front of a highly relevant audience of B2B marketers and GTM professionals, generating more than 50 pieces of influencer content and 150,000+ impressions.

50+

Influencer Posts

150K+

Organic Impressions
  • Drive awareness for the new feature launch among Demand Gen, SalesOps, and RevOps audiences
  • Drive free trial sign-ups

< Campaign Goals >

This is some text inside of a div block.

< Strategy >

Warmly had a powerful product story, but we knew leading with a list of features would not be enough to cut through on LinkedIn.

‍

Instead, we built the campaign around the larger problem: B2B marketers spend significant budgets driving ICPs to their websites, only for the vast majority of those visitors to disappear without filling out a form.

‍

Warmly changes that equation by helping teams identify the companies and contacts visiting their site, enrich those accounts with additional context, and use those signals to target, retarget, and nurture them across the buyer journey.

‍

We translated that product story into content that felt native to LinkedIn: sharp commentary, relatable GTM pain points, product demos, and conversations around how AI is changing the way modern teams build their go-to-market systems.

< HOW WE DID IT >

We orchestrated a campaign with B2B SaaS and GTM influencers who could speak directly to the marketing and RevOps professionals about their known challenges.

‍

The result? A LinkedIn takeover that put Warmly’s launch in front of the people it was built for.

< TAKEAWAYS >

The best product launches start with a problem people already care about.

Instead of leading with features, we gave influencers a story their audience immediately recognized.

Influencers can turn a launch into a market conversation.

Multiple trusted voices talking about the same problem helped create the feeling of a LinkedIn takeover rather than a single sponsored announcement.

It’s been such a pleasure working with Mischka. They are really an amazing team.
Alan Zhao
Product Management @ Hubspot

< Post-Campaign Impact >

Following the campaign, Warmly was acquired by HubSpot, marking a major milestone in the company's growth journey. A milestone we were proud to help support by driving awareness at a critical stage of the product's evolution.

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“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442

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