How LINAK Found Immediate ROI with ZoomInfo
LINAK is a Danish company that manufactures electric linear actuators – devices that create smooth, precise linear motion. These actuators are used in a wide range of applications from adjustable desks, surgery tables, and patient lifts to industrial machinery in industries like agriculture and construction. They are ideal for any situation where tilting, lifting, pulling, or pushing with force is required.
Established in the 1970s by Bent Jensen, who pioneered the first actuator for wheelchairs, LINAK has grown significantly to encompass over 30 subsidiaries worldwide. LINAK US, based in Louisville, Kentucky, recently celebrated its 30th anniversary and is expanding its facility to meet growing demand across various sectors.
“It’s helped us all become more efficient as a team and work together across departments. We’ve recently been able to expand our sales team to add more business development staff, and ZoomInfo is a great resource for them.”
Jordan Emily
Marketing Specialist at LINAK US
The Search for A Platform with Measurable Impact
Like many companies, LINAK wanted a digital marketing platform that was easy to use with traceable ROI, but found that their current software fell short. “Before ZoomInfo, we were using a competitor platform for over three years and didn’t see any strong results,” says Jordan Emily, a marketing specialist at LINAK US.
The team found their previous platform difficult to use, with cumbersome campaign setups, a difficult user experience, and a lack of support. And worst of all for modern marketers, showing bottom-line impact was nearly impossible.
“We couldn’t understand where our budget was going. I couldn’t show any ROI from it,” says Caitlin Amburn, a digital marketing consultant at LINAK US.
Onboarding on Easy Mode
The need for a more effective and user-friendly platform led LINAK to ZoomInfo.
“I received an email about ZoomInfo, decided to try it out, and thought ‘This is exactly what we’ve been looking for,’” Emily says. “I was blown away by all the features there that we didn’t even know were possible for us.”
The onboarding process was smooth and straightforward. “It was like hitting an ‘easy button.’ The platform is incredibly user-friendly,” Amburn says.
The integration of both sales and marketing tools on a single platform transformed how LINAK approached digital marketing. “We quickly integrated the platforms to transfer data so we can create lists, identify key contacts, and directly target them with ads,” Amburn says.
Immediate Marketing Campaign Results
Using ZoomInfo’s DSP, LINAK crafted a targeted campaign that yielded quotes totaling $33,000 in less than three weeks, a significant return on investment.
“Being in a B2B manufacturing business, we don’t often see immediate results, due to long sales cycles,” Amburn says. “So we were thrilled to have those results within a few weeks.”
The success of these campaigns was not just in the direct quotes but also in how LINAK could strategically position itself against competitors. “The platform allowed us to deliver specific ads to this group over a period of time to keep our brand in front of them,” Amburn says.
Setting up Sales and Marketing for Seamless Alignment
An essential aspect of LINAK’s success with ZoomInfo has been the alignment it fostered between their sales and marketing teams. “Before we had ZoomInfo, sales and marketing worked pretty separately when it came to market research or finding target accounts,” Emily says. “Now, we collaborate closely, building lists together and sharing insights in one place.”
The sales team particularly benefited from ZoomInfo’s robust data capabilities. “We used to spend hours on Google and LinkedIn, typing in company names and going through their employee lists. Now that we have ZoomInfo, it saves us so much time,” Amburn says.
Optimizing Marketing with ZoomInfo
Looking forward, LINAK plans to deepen its use of ZoomInfo’s capabilities, such as expanding into workflows and retargeting campaigns to further refine its marketing efforts. The company is also exploring new ways to leverage data to optimize both marketing and sales operations, aiming to enhance their reach and effectiveness in the market.
Additionally, LINAK has recently expanded its US operations, signaling strong growth and commitment to its market presence. “It’s helped us all become more efficient as a team and work together across departments,” says Emily. “We’ve recently been able to expand our sales team to add more business development staff, and ZoomInfo is a great resource for them.”
LINAK’s journey with ZoomInfo exemplifies the transformative power of the right tools in achieving strategic marketing and sales goals. From struggling with an ineffective competitor platform to driving tangible results through ZoomInfo, LINAK has unlocked new growth avenues and enhanced its market positioning.
