Case Study: Instana achieves $6M in predictable pipeline with Pipeline360

Instana builds $6M in predictable pipeline with Pipeline360

Instana, an IBM company providing an Enterprise Observability Platform, faced a challenge with inefficient manual data governance that was holding back its cross-channel demand generation programs. The understaffed team, led by Director of Demand Generation Starr Stephenson, needed a solution from Pipeline360 to automate processes, ensure clean data, and centralize their omnichannel buying process.

Pipeline360 implemented its Branded Demand approach, combining digital display advertising and content syndication to target key accounts. This solution delivered over 6 million impressions, generated 2,000 marketable leads, and influenced $6M in pipeline. The program also achieved a click-through rate nearly double the industry average and nurtured 271 accounts through the buying stages.

Instana