How PingCAP Scaled Regional LinkedIn Campaigns Across the US and Asia with MarketBeam
LinkedIn Organic · Multi-Region Execution
PingCAP is the company behind TiDB, an open-source, distributed SQL database designed for cloud-native applications that require horizontal scalability, strong consistency, and high availability.
Founded in 2015 and headquartered in Sunnyvale, CA, PingCAP serves enterprises globally with a strong presence across North America, China, and Southeast Asia. With a mission to build database infrastructure for the future, PingCAP has grown into one of the most recognized names in the cloud-native data ecosystem.
PingCAP’s CMO faced a complex challenge: managing a distributed marketing function across its Sunnyvale, CA headquarters and regional teams in the US, China, and Singapore, each running events and campaigns tailored to their local audiences. Existing LinkedIn tools offered no way to target organic posts by geography, meaning region-specific announcements were either broadcast globally or handled in silos. Compounding the issue, LinkedIn’s native analytics only retained data for 12 months, leaving the team without the long-term performance insights needed to guide a coherent global strategy.
MarketBeam rapidly developed geo-targeted LinkedIn posting capabilities specifically to address PingCAP’s needs. During a focused two-week proof of concept, the platform was enhanced to allow organic posts to be targeted to specific geographic regions enabling the US, China, and Singapore teams to publish location-relevant content to their respective audiences without cross-regional noise.
To give PingCAP’s leadership the long-term visibility they needed, MarketBeam also built extended analytics retention that goes beyond LinkedIn’s standard 12-month window. This gave the Sunnyvale HQ a consolidated, historical view of performance across all regions something LinkedIn’s native tools simply couldn’t provide.
Following the successful POC, PingCAP rolled out MarketBeam across all its regional offices. Headquartered teams retained centralized control over brand strategy and content governance, while regional marketers gained the autonomy to publish, schedule, and adapt messaging for their local markets and events.
Beyond the marketing team, PingCAP activated its entire workforce as brand amplifiers. All 250 employees were onboarded onto MarketBeam through just two short webinar-style training sessions and began sharing and amplifying company content on LinkedIn daily. What could have been a lengthy, complex rollout became a swift, company-wide movement that dramatically extended PingCAP’s organic reach across every region.
new followers gained
impressions generated
clicks driven from organic social activity
earned media value
Region-specific content targeting — organic LinkedIn posts now reach the right audiences in the US, China, and Singapore without cross-regional spillover.
Analytics beyond LinkedIn’s limits — multi-year performance data gives the CMO and HQ team a complete picture of what’s working across regions over time.
Centralized brand governance — the Sunnyvale HQ maintains strategic control while regional teams execute locally with speed and autonomy.
Rapid deployment — new capabilities were scoped, built, and validated in just two weeks, minimizing disruption to ongoing campaigns.
Company-wide employee amplification — all 250 employees onboarded in just two webinar sessions and began amplifying content daily, multiplying organic LinkedIn reach across every region.
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