# Case Study: Replicated **Powering a $50M Series C: How Replicated Architected its ABM Engine and Generated $650k with a French Bulldog** Published by: RunYourGTM Author: Andrew Ciaccia, Principal & Operator Canonical: https://runyourgtm.com/case-studies/replicated --- ## Executive Summary - **Client:** Replicated - **Sector:** Dev Tools & Multi-Prem Kubernetes Infrastructure - **Engagement Model:** Embedded Demand Gen & RevOps - **Campaign Pipeline:** $650,000 in qualified sales pipeline from a single creative campaign - **Capital Outcomes:** $25M Series B (2 months post-launch) → $50M Series C (July 2021) --- ## The Chaos In August 2020, Replicated’s CRO brought us in. Their platform enabled software vendors to deliver and manage modern on-prem software—a highly technical product targeting CTOs and dev-centric buyers. But to scale, they needed an Account-Based Marketing (ABM) and lead generation foundation built from the ground up, not just a bunch of random tactics. They didn't know the exact size of their market, how many accounts they could realistically target, or how to divide territories. As a result, sales staffing was a guessing game, and the outbound team needed a reason to reach out that provided real value instead of just begging for a demo. --- ## The Strategy We started with the math. Before launching a single campaign, we ran a rigorous market sizing and forecasting exercise. We established the exact number of accounts and contacts they could sell to. This foundational data allowed leadership to appropriately staff the sales team, accurately divvy up accounts, and segment targets into verticalized campaigns (e.g., Healthcare, Financial). --- ## The Creative Engine & Deployment To reach CTOs, we had to break through the noise of boring B2B SaaS jargon. We needed a strategy that earned brand trust *before* the sales team hit their inboxes: - **The "Lola" Campaign:** We launched a strictly digital campaign titled *"On-Prem So Easy, Your Dog Could Do It,"* featuring Lola the French Bulldog. It injected humor into a dry topic, showing CTOs that they could build on-prem versions of their software in a day—not months. We built the creative, the landing pages, the automation, and the routing. - **Air Cover & SDR Coaching:** The brilliant part of the Lola campaign was getting eyeballs on the brand prior to outbound activity. We synced directly with the sales team on lead handling and coached the SDRs so that when they finally reached out, conversion rates spiked because the prospect already recognized the brand. - **The Infrastructure Build:** We stood up their HubSpot CRM for robust nurturing and integrated ZoomInfo to enrich our campaign reach. We targeted those appropriately sized vertical accounts with precision using LinkedIn retargeting and sponsored company ads. - **Value-Based Enablement:** We improved the on-website lead funnel making demos more accessible with verified tracking. Crucially, we armed the sales team with templates and educational content that enabled "value-based selling"—allowing them to consult rather than pitch. --- ## The Outcome Creativity backed by a rigorous system works. The dog campaign alone generated over **$650,000 in qualified pipeline**. By laying the permanent foundation for the marketing team—including tools, positioning, digital assets, and SDR training—we built the pipeline velocity that fueled Replicated's massive **$25M Series B** just two months after we started, and sequentially powered their **$50M Series C** in July 2021. We turned them from a company with just a CMO into a full-scale demand gen, RevOps, and design machine. --- ## Operator's Note > "It's infinitely easier for an SDR to convert outbound traffic when the prospect has already seen your brand. By sizing the market properly, coaching the sales team, and dropping in a highly creative, digital-first campaign, we built an ABM engine that venture capitalists stood in line to fund." > — Andrew Ciaccia, Operator, RunYourGTM --- ## Engage With RunYourGTM - **Website:** https://runyourgtm.com - **Schedule Call:** https://calendar.app.google/BzdHuERtBQyM5fgT6 - **Direct SMS:** +1 (646) 660-0423 - **Email:** contact@runyourgtm.com