DDI Technology on LinkedIn
From a quiet page to 2,000 followers.
A case study in growing a B2B LinkedIn page for DDI Technology, then an IAA company, serving financial institutions and automotive dealers. The strategy started in July 2021; the page reached 1,000 followers in April 2022 and 2,000 in April 2023.
DDI Technology is now part of Vitu.
Jan 2021 – Nov 2022
Jan 2021 – Nov 2022
after the strategy started
April 12, 2023
What DDI needed from LinkedIn
The objectiveAttract a larger, more active and more valuable company following for DDI on LinkedIn. The brand's goals were to grow inside the United States and gain market share in the automotive titling and registration segment of financial institutions and dealers.
The goalGain exposure in the American South and in emerging markets such as the Midwest.
The audienceFinancial institutions, automotive dealers, and federal, state and local government partners who need technology that saves them time and money.
The planGrow the page following inside the industry, then use that following to create and leverage marketing opportunities for DDI.
As Product Marketing Manager at IAA, I was the primary owner of the DDI Technology relationship, working between corporate headquarters in Chicago and DDI’s teams in South Carolina to align product strategy, messaging and campaign execution across DDI’s SaaS products. Within that role, I led DDI’s LinkedIn growth strategy, aligning the company’s presence with its expansion goals and the financial institutions, automotive dealers and industry partners it needed to reach.
The monthly average, before and after
The six months before the strategy (January–June 2021) compared with the 17 months after it began (July 2021–November 2022). Monthly averages for the same company page.
23 months of page data
Hover or tap a month to see the number. The dashed line marks July 2021, when the strategy started.
New followers per month
Post impressions per month
Every month, in full
The rows marked in blue are the months with the strategy running.
What it added up to
New followers jump from 11 in June to 25 in July, then 75 in August.
6,889 post impressions, the highest month in the January 2021 – November 2022 data.
Celebrated with a team thank-you post.
The following doubled in a year.
Created by our team for DDI’s product lines, under my direction as the Product Marketing Manager in charge of the brand. Working between IAA and DDI over time, by the end of 2023 IAA understood the branding direction DDI was going for.
Illinois and South Carolina led the map, followed by Texas, New York, Georgia, Florida and California — including the South and the Midwest, the regions named in the brief.
For a specialized B2B company, audience relevance matters as much as audience size. The objective was to build visibility among the organizations DDI wanted to serve and establish a following the company could continue reaching with product news, industry insights and future campaigns.
The page reached 1,000 followers in April 2022 and 2,000 in April 2023, establishing a larger audience for DDI’s ongoing marketing.
Build an audience that matters to your business.
I help technical B2B companies connect their LinkedIn presence to a clear business purpose. Tell me who you need to reach and what you want to achieve.
Source: DDI Technology LinkedIn page analytics, January 2021 – November 2022. Follower milestones from the DDI LinkedIn page.