Semiconductors
Two years growing LinkedIn, business development and onsite sales.
A technical audience that ignores consumer tactics, and a buying cycle too long for a campaign to prove anything.
The problem
What they were up against.
Semiconductor buyers are engineers and procurement specialists. They do not respond to urgency, they are unmoved by branding, and they are perfectly happy to ignore a company for a year before they need it. That makes the usual proof points useless: a three month campaign ends before this audience has finished deciding. The only thing that works is being consistently present until the moment they are ready.
What we did
The sequence.
- 01
Start with one channel, done properly
LinkedIn first, and only LinkedIn. One channel maintained consistently beats four maintained occasionally, and it gave us a read on what this audience actually engages with before we spent anywhere else.
- 02
Add scope as the audience earned it
Business development came once there was an audience worth converting. We built the website so inbound interest had somewhere to land instead of leaking.
- 03
Meet them where they already are
We represented SilTest at major conferences and drove sales onsite — for a technical sector, the show floor is still where the real conversations happen.
What it produced
The result.
- Two years in and still running, which for this buying cycle is the result.
- A technical B2B audience that engages rather than scrolls past.
- Four disciplines added in sequence, each justified by the one before it.
Disciplines used
What this was built from.
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