LinkedIn has become the key channel for engaging B2B tech buyers. But reaching your audience isn’t easy. It takes proficient, practitioner-led content combined with smart distribution strategies to capture the attention of busy technical stakeholders.
Veteran cybersecurity leader AlgoSec—trusted by 2,000+ enterprises, service providers, and government organizations worldwide—was looking to expand its market reach and generate high-quality leads.
AlgoSec, whose marketing team members had a longstanding relationship with IOD, knew IOD could deliver the high-impact expert-driven content they needed with their partner Remotion handling distribution and executing a powerful and targeted LinkedIn B2B content marketing campaign.
The results? AlgoSec succeeded in reaching cybersecurity decision-makers and opening conversations with cloud security buyers who had never engaged before and all at a cost per lead of $68, well below the $100+ industry benchmark. They also saw a 44.5% form completion rate, nearly double the industry average.
LinkedIn Marketing: Two Challenges in One
The hallmark of successful LinkedIn marketing is relationship-building through authenticity. Smart, savvy buyers are interested in being part of a community, and that’s where thought leadership comes in.
Challenge #1: Creating Effective, Authentic Content
To build thought leadership and authority in a crowded industry, AlgoSec needed compelling, authentic practitioner-driven content. The best way to do this was with long-form content, full of substance and genuinely useful to security pros with highly technical knowledge.
Hallmarks of authentic tech content include:
- Clear, helpful promise
- Solution to problems experienced on a day-to-day basis
- Zero fluff—nobody likes having their time wasted
- Practical takeaways (such as code snippets)
But this kind of content isn’t easy to put together. As a traditional vendor, AlgoSec experts’ were busy with product launches. Product marketing managers (PMMs), R&D team members, and technical C-suite execs simply didn’t have the time to pivot quickly to launch a LinkedIn campaign.
Challenge #2: Effective Social Media Distribution
Catching cloud security buyers’ attention is notoriously difficult. They’re constantly bombarded with content: flashy ads, free-trial offers, analyst reports.
LinkedIn offers a serious venue for exchange of ideas among real people and leading brands in the cloud security community. That’s made it a central venue for cloud security marketing, with Hubspot reporting that LinkedIn is 277% more effective than other social platforms. LinkedIn also claims their leads are six times more likely to convert and become loyal users.
But many businesses come away disappointed from their first attempts on LinkedIn, due to targeting the wrong audience, poor engagement, slow ramp-up, or content that isn’t optimized for LinkedIn’s unique formats.
“LinkedIn ads seem deceptively simple. Most people with some digital marketing expertise feel overconfident that they can figure it out, because a lot of it seems self-explanatory, but it’s not. It actually requires a high degree of specialization and expertise.”
—Gabriel Ehrlich, Founder, Remotion
Like many traditional businesses, AlgoSec lacked the time and resources to build up their in-house LinkedIn expertise at the pace and scale they needed.
Why is this so challenging to establish in-house? It depends on the size of your business…
- Startups may not have dedicated marketeers; tech staff are busy building and launching, executives are stretched to the limit.
- Established enterprise marketeers may not have easy access to subject matter experts (SMEs) to give content the depth and relevance it needs.
Learn how to tackle your biggest content challenges—at any size.
Plus, PMMs are overloaded and may not have the time to support a marketing campaign, leading to delays in releasing content.
And often, small startups and enterprises alike may not have the in-house resources to handle new types of media like LinkedIn. It’s not enough just to launch a campaign; businesses need KPIs and metrics to measure results.
The Solution
LinkedIn success—as in so many other areas of tech marketing—demands expertise, reliable and repeatable processes, and the ability to reproduce successful processes at scale.
Thanks to AlgoSec’s longstanding relationship with IOD, they realized they didn’t have to build up that expertise in-house. They knew they could trust IOD to deliver what their brand needed.
“Scaling technical content that’s both high-quality and truly relevant is one of the hardest parts of product marketing. IOD consistently delivers content that speaks to real practitioners—we rely on them to get it right, fast.”
—Asher Benbenisty, Director of Product Marketing, AlgoSec
High-Impact, Authentic Content
IOD is a longtime leader in end-to-end content production at scale geared for highly technical audiences and C-level executives. Relying on its hands-on expertise in cloud security and a deep understanding of B2B tech audiences, IOD produced a comprehensive white paper for AlgoSec that offered practical, in-depth guidance on securing multi-account AWS environments.
“IOD has been grounded in the AWS world from the very beginning. We also have extensive experience working with Amazon Partner Network brands like Wiz, Check Point, Veeam, and Zoho, so AlgoSec knew we were the best choice to deliver expert-level technical content on AWS security best practices, at any scale they needed.”
—Ofir Nachmani, Founder & CEO, IOD
IOD’s team of cloud strategists, AWS practitioners, as well as tech marketing writers and editors worked closely with AlgoSec’s experts as an extension of their marketing team. They combined best practices, real-world use cases, and Terraform code examples, showing how to leverage both native AWS services and third-party tools where gaps exist.
Designed for technical decision-makers, the white paper positioned AlgoSec as a critical part of the cloud security stack—while providing clear, actionable value to readers.
But creating content isn’t enough without an actionable plan for social media distribution.
Effective, Measurable LinkedIn Results
To meet the challenges of gaining a foothold on LinkedIn, IOD brought its partner Remotion on board. Remotion is a boutique firm specializing in optimizing tech brands’ content for LinkedIn—particularly B2B security buyers.
LinkedIn growth can be extremely slow if you’re starting from zero, but a few critical steps can make all the difference—and Remotion makes it their business to understand those steps. Understanding what works on LinkedIn, including real-time testing and adjustments to maximize impact, they help businesses ramp up quickly and make the most of their LinkedIn ad spend.
Powerful, End-to-End Tech Content Marketing Campaign
With both IOD and Remotion’s deep technical marketing expertise, AlgoSec didn’t need to build up the in-house expertise, thus saving significant time and money. AlgoSec got both solid content built around a well-planned and orchestrated LinkedIn campaign, on demand.
The IOD-Remotion team delivered a seamless, high-impact solution:
- IOD’s tech content strategy and research team generated a list of relevant potential topics.
- Remotion researched the topics and selected the one that would most resonate with the target technical audience: “Multiple AWS Accounts: Security Best Practices—Essential Security for Organizations Managing Multiple AWS Accounts.”
- Both professional teams knew this was a topic security professionals wanted answers for, and the clear technical title suggests that they might just find the answers inside.
- Both professional teams knew this was a topic security professionals wanted answers for, and the clear technical title suggests that they might just find the answers inside.
- IOD’s dedicated team of SMEs as well as tech marketing writers and editors, created a high-quality PDF asset, all while working closely with AlgoSec tech teams on the white paper’s content and with Remotion to ensure that it would attract attention.
- Once AlgoSec approved the asset, Remotion launched the LinkedIn campaign. Within hours, Remotion delivered results so AlgoSec could see how their new asset was performing.
AlgoSec had a dedicated content marketing team at its disposal handling everything from ideation to content creation and distribution, and all with a single point of contact to simplify the entire process.
IOD and Remotion worked together as an extension of the AlgoSec team, providing fully managed and transparent execution with minimal direction. This saved time for AlgoSec’s product marketing and tech teams while keeping them fully in control when it came to the final asset and campaign.
This powerful collaboration of cyber content marketing experts delivered 100% performance: an all-in-one solution that was far faster and simpler than anything AlgoSec could have achieved in-house. Ehrlich noted, “As soon as the article was ready, we were up and running within hours, and the leads were flowing in shortly thereafter.”
Results: Winning Asset, Immediate LinkedIn Impact
The end results are clear: a winning asset that attracted unprecedented leads.
The Asset
- Whitepaper cuts straight to practical multi-account AWS security challenges, appealing security pros with zero tolerance for fluff
- Comprehensive yet concise, covering a range of topics in depth without rehashing the basics
- Provides genuinely useful content, like configuration examples and code snippets that security teams can use immediately
- Technical depth positions AlgoSec as a knowledgeable authority without being self-promotional
- Technical depth positions AlgoSec as a knowledgeable authority without being self-promotional
- Solves legitimate pain points that keep AWS security professionals up at night, such as compliance, cross-account access, and centralized monitoring
The Impact: Leads, Form Completion, and More
- Cost per lead: $68, far below the $100+ industry benchmark
- 44.5% form completion rate, nearly double the industry average
- Direct sales conversations with previously unreachable cybersecurity buyers
The Takeaway
Most tech brands struggle to make LinkedIn a sales driver. Thanks to IOD’s and Remotion’s streamlined processes and skilled expert teams, AlgoSec didn’t need to invest valuable time building up in-house expertise, leading to faster results, friction-free.
“Creating effective LinkedIn campaigns is complex work. It’s really a combination of getting the right content, optimizing it for the format, picking the right topics, plus all the technical aspects from audience segmentation to targeting strategy to bidding optimization. But when you get it right—like we did here—the results speak for themselves.”
—Gabriel Ehrlich, Founder, Remotion
“AlgoSec benefited from IOD’s deep expertise in producing relevant security content along with Remotion’s proficiency in distributing that content to the right target audiences on LinkedIn. They got a single dedicated team for best-in-class in content creation and best-in-class in distribution—and that’s what delivered results far above and beyond their expectations.”
—Ofir Nachmani, Founder & CEO, IOD
Looking to scale your tech content production, establish thought leadership, and engage new audiences?
IOD delivers end-to-end custom technical videos, white papers, cheat sheets, tutorials, and more that drive results.
Learn more
About IOD
IOD (I Am on Demand) is a B2B content partner for cloud, DevOps, cybersecurity, data, and AI companies—delivering expert-driven content at enterprise scale. From strategy and research to writing, editing, and design, IOD manages the full content lifecycle with transparent workflows and a focus on technical accuracy. Through IOD GenAI Labs, IOD also builds custom GenAI agents trained on your domain and integrated into your tools and approval cycles—accelerating production without sacrificing quality. Every asset is backed by real-world expertise, ensuring messaging that is credible, consistent, and built to perform.
About Remotion
Remotion is a LinkedIn Ads agency that builds growth engines for B2B tech companies.
The team pairs rigorous strategy, standout creative briefs, deep platform knowledge, and hands-on campaign management to turn LinkedIn into a predictable source of brand demand and qualified pipeline.
