Fundraising in Public: How a Startup CMO Turned LinkedIn Growth and Webinars into HubSpot Pipeline
ABOUT Opsera
Headquartered in Palo Alto, California, Opsera is an agentic DevOps platform that helps engineering teams orchestrate software delivery, SaaS applications, and data and AI pipelines from one place, with more than 150 integrations across the stack. The company works with enterprise engineering teams, including organizations like Infoblox, looking to modernize delivery and cut down on tool sprawl.
THE CHALLENGE
Opsera’s CMO was just getting the company’s marketing program off the ground, while the company was also out fundraising, which made market visibility especially important early on. LinkedIn follower growth was the metric the team relied on to show real market interest and adoption, since it’s a visible signal both investors and prospects could see. At the same time, Opsera was running a steady stream of webinars that needed real promotion to actually drive attendance, not just sit on a calendar.
THE SOLUTION
MarketBeam helped Opsera build LinkedIn follower growth into a real signal of market traction, while also getting consistent visibility behind its webinar program so events drove attendance instead of getting lost in the noise. LinkedIn + Hubspot integration One of the most valuable pieces of the solution was MarketBeam’s HubSpot integration. It let Opsera pull all the interest generated by its LinkedIn webinar promotion directly into HubSpot, so engagement on social didn’t dead-end there. The marketing team could see exactly who was engaging with webinar content on LinkedIn and follow up on those signals inside the same system already driving the rest of their pipeline.
THE RESULTS
842 Clicks/Month
Average monthly LinkedIn traffic grew
from 2 clicks to 842 clicks.
720 Clicks/Month
Average monthly X (Twitter) traffic grew
from 32 clicks to 720 clicks.
90%
Employee advocacy drove 90% of
LinkedIn engagement.
THE BENEFITS
- LinkedIn follower growth became a real, visible signal of market interest during fundraising
- Webinars got the consistent promotion they needed to actually drive attendance
- LinkedIn engagement flowed directly into HubSpot instead of staying siloed on social
- A brand-new marketing program built real market attention from a near-standing start
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