The Danish manufacturer of electric linear actuators replaced a competitor platform it could not measure, and its first targeted display campaign generated new sales quotes.
ZoomInfo, the all-in-one AI GTM platform, has reported that LINAK, a Danish manufacturer of electric linear actuators, generated new sales quotes from a single targeted display campaign, its first measurable marketing return in years, according to the company.
LINAK US is the United States business of a manufacturer with more than 30 subsidiaries worldwide. For more than three years, it had run on a competitor marketing platform. The team found it hard to use, with cumbersome campaign setup and little support. Worse, it could not measure anything. The team could not see where its marketing budget went or show any return on it.
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That is a hard place to be for a B2B manufacturer. In a business built on long sales cycles, marketing spend that cannot be traced is close to a leap of faith. A single deal can take many months to develop. Marketing dollars went out the door with no way to prove they came back.
After switching to ZoomInfo, LINAK put its sales and marketing on one set of verified B2B data, and onboarding was fast. Marketing built target account lists, identified the key contacts inside each account, and ran programmatic display advertising aimed squarely at those accounts. Instead of broad, untraceable spend, a specific message reached a defined set of target accounts. It stayed in front of them over time, including against competitors. The sales team gained from the same data. Reps who had spent hours on Google and LinkedIn assembling prospect lists by hand now pull verified contacts directly.
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That first campaign generated new sales quotes, the company’s first measurable marketing return in years. The results also came fast. In a business where marketing efforts usually take months to produce anything measurable, quoted business inside three weeks stood out. The shift also pulled the two teams together. Sales and marketing, which had researched accounts separately, now build lists jointly and share insights in one place, according to the company.
LINAK has since expanded its United States sales team with additional business development staff. It plans to deepen its use of ZoomInfo through automated workflows and retargeting campaigns. The company frames the change simply. The right data made its marketing measurable, and made both teams faster.
