Challenge
Aerospike, a popular enterprise database company, wasn’t known for graph deployments, even though some of the largest, most transacted companies in the world (like PayPal) used the technology as a graph database. The company wanted to formally and boldly enter the graph database market.
Graph databases have existed for well over a decade. But how times have changed. With the rise of AI, graph adoption started to soar, creating a more than $7B market opportunity. But as the total amount of digital data created worldwide skyrocketed past 150 zettabytes, decades-old legacy graph databases struggled to keep up.
They still had the mindshare but not the modern technical capabilities for data-hungry, modern applications.
“There's so much experience at Look Left, and after five years working with them we have 100% trust in their insights and capabilities."
Christine Cartier, Vice President, Brand, Campaigns and Communications, Aerospike
Solution
Look Left and Aerospike designed an integrated marketing campaign, backed by hard benchmark evidence and use cases to rapidly enter and disrupt the graph database market and establish a strong foothold that raised awareness and leads. With evidence in hand, Look Left crafted a bold narrative challenging and proving Aerospike could scale to an almost unimaginable 100,000 queries per second with sub-5ms latency (that’s way faster than the blink of an eye). It also had the additional bonus of using a fraction of the infrastructure, enabling the campaign to promote higher values of sustainability and lower costs during recessionary and inflationary times.
Award-Winning Strategy
Look Left aimed to position the company as a disruptor and best-kept secret in the graph database market. Here’s how:
- Bold messaging: Backed by benchmarks to educate the market on exactly how existing solutions failed to meet modern demands.
- PR and media relations: Including a press release, awards program and media outreach to key publications targeting business tech and developers.
- Content and SEO strategy: Built a series of assets that were SEO optimized to reach the target audience and build awareness.
- Digital lead generation strategy: Full-funnel LinkedIn and pay-per-click (PPC) campaigns designed to educate the market and drive downloads and trials.
Results
- 12 stand-alone media hits in top-tier tech press, including VentureBeat, SiliconANGLE, InfoWeek, SDxCentral and others.
- 184% increase in graph leads via pay-per-click and LinkedIn.
- 100+ graph-related enterprise leads for the company.
- Five-page jump in Google ranking for graph database keywords.
- Aerospike won four industry awards for database innovation, including CRN Edge Computing 100, The insideBIGDATA IMPACT 50 List for Qs, DBTA 100: The Companies That Matter Most in Data and The Coolest Database System Companies Of The 2023 Big Data 100.
- Look Left Marketing and Aerospike won a Hermes Creative Award and a PR Daily Award finalist for the campaign.
