Cribl
Observability
95% organic growth YoY
Cribl: 95% organic traffic growth YoY
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Observability
LinkedIn Paid Social
31% lower CPL on remarketing.
A LinkedIn brand awareness program that warmed audiences before lead gen — and changed the math on conversion rate.
31%
lower remarketing CPL
14%
higher conversion rate
23%
YoY brand search lift
The company
About Cribl.
Cribl is an observability pipeline company that helps enterprises route, reduce, and reshape machine data before it lands in expensive analytics platforms. The product sits inside the observability and IT data management category — alongside Splunk, Datadog, and Elastic — and competes by giving teams control over their data costs and routing decisions independent of the destination tool.
The buyer is the data engineering and observability leadership: head of platform engineering, observability architect, security operations lead. The sales motion targets large enterprises with significant ingest volumes, with a pipeline shaped by both inbound demand from technical evaluators and named-account expansion.
The problem
The problem.
Cribl's initial goal was to capture existing demand, but cost per lead was high and they weren't generating enough leads to hit marketing goals. They needed a new approach to attract prospects and increase brand visibility within their ICP — particularly the data engineering and observability practitioners who don't always self-identify as in-market.
The work
What we built.
Working closely with Cribl, we proposed a multi-channel approach including LinkedIn awareness ads to warm up audiences before requesting lead gen form fills and to increase brand visibility. Cribl created engaging, informative ads targeting their ideal customer profile. To better understand investment results, we developed with Cribl a new "engaged session" metric (time on page, scroll rate, bounce rate) layered with firmographic data through a customized 6sense + Google Analytics integration.
The outcomes
What changed.
31%
lower remarketing CPL.
Cost per remarketing lead dropped 31% as warmed-up audiences converted at higher rates.
14%
higher conversion rate.
Conversion rate rose 14% across remarketing audiences exposed to brand content.
23%
YoY brand search lift.
Branded Google searches grew 23% YoY — the leading indicator of category mind-share.
35% higher lead gen form completion rate vs prospecting · 12% higher CTR for members exposed to brand content.
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Multi-channel program with brand awareness preceding lead gen.
Service 02
LinkedIn Paid Social
Awareness ads tailored to ICP, with custom "engaged session" metric blending behavior + firmographic data.
Free · 5 business days · No commitment
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