Let’s talk

GDIT: email lead capture up 512% after its rebrand

After its rebrand, GDIT had a clear story for AI, Cloud and Cyber and no system to take it to market. We built one across LinkedIn, X, Facebook and Outbrain. Email lead capture rose 512% year over year.

Client

GDIT

Role

Media Strategy, Media Planning, Buying & Optimization

Paid Media Campaign

Key Takeaway

GDIT’s positioning was set. It lacked a demand gen framework connecting audience strategy, messaging and paid media. We built modular playbooks for each capability and a test-and-learn structure across four platforms. Click-through beat benchmark by 397% on X and 300% on LinkedIn.

Context

A clear rebrand with no system behind it.

After a major rebrand, GDIT had defined its offer: AI, Cloud and Cyber, with strong positioning for each.

What it didn’t have was a structured way to test, learn and adapt in market, so those capabilities could reach the buyers who needed them.

Approach

Each capability got its own message, and each channel its own job.

Playbooks by capability

AI, Cloud and Cyber each had different buyers and different proof points, so one campaign message couldn’t serve them. Each capability got its own playbook, by buyer and stage.

Playbooks by capability

AI, Cloud and Cyber each had different buyers and different proof points, so one campaign message couldn’t serve them. Each capability got its own playbook, by buyer and stage.

Playbooks by capability

AI, Cloud and Cyber each had different buyers and different proof points, so one campaign message couldn’t serve them. Each capability got its own playbook, by buyer and stage.

A testing framework

We built a framework to test creative, audience segments and channels in market, then move budget based on the results.

A testing framework

We built a framework to test creative, audience segments and channels in market, then move budget based on the results.

Channel roles

Each channel had a defined job, its own KPIs and rules for scaling or cutting: LinkedIn for precision targeting, X for buyers outside their LinkedIn feed, Facebook for extended reach, Outbrain for content engagement.

Channel roles

Solution

Positioning linked to media, with testing in between.

Modular playbooks

Playbooks for AI, Cloud and Cyber turned the positioning into messages matched to each buyer and stage.

Modular playbooks

Playbooks for AI, Cloud and Cyber turned the positioning into messages matched to each buyer and stage.

Modular playbooks

Playbooks for AI, Cloud and Cyber turned the positioning into messages matched to each buyer and stage.

Modular playbooks

Playbooks for AI, Cloud and Cyber turned the positioning into messages matched to each buyer and stage.

Test-and-learn structure

We tested creative formats, audience segments and channels in market and moved spend on the results, scaling what worked and retiring the rest.

Test-and-learn structure

We tested creative formats, audience segments and channels in market and moved spend on the results, scaling what worked and retiring the rest.

Test-and-learn structure

We tested creative formats, audience segments and channels in market and moved spend on the results, scaling what worked and retiring the rest.

Test-and-learn structure

We tested creative formats, audience segments and channels in market and moved spend on the results, scaling what worked and retiring the rest.

Four channels, one program

LinkedIn, X, Facebook and Outbrain ran as one program, each measured against its own KPIs and scale-or-cut criteria.

Four channels, one program

LinkedIn, X, Facebook and Outbrain ran as one program, each measured against its own KPIs and scale-or-cut criteria.

Four channels, one program

LinkedIn, X, Facebook and Outbrain ran as one program, each measured against its own KPIs and scale-or-cut criteria.

Four channels, one program

LinkedIn, X, Facebook and Outbrain ran as one program, each measured against its own KPIs and scale-or-cut criteria.

Shared playbook structure

The playbook structure gave GDIT’s teams a shared way to connect demand gen to each capability.

Shared playbook structure

The playbook structure gave GDIT’s teams a shared way to connect demand gen to each capability.

Shared playbook structure

The playbook structure gave GDIT’s teams a shared way to connect demand gen to each capability.

Shared playbook structure

The playbook structure gave GDIT’s teams a shared way to connect demand gen to each capability.

Results

Click-through beat benchmark by 397% on X and 300% on LinkedIn.

X beat its click-through benchmark by more than LinkedIn did.

Capability-specific creative beat platform benchmarks for engagement.

Email lead capture rose 512% year over year.

+397%

CTR vs. benchmark on X

+300%

CTR vs. benchmark on LinkedIn

+512%

Email lead capture, year over year

Ready to build pipeline?

Tell us where you are. We’ll tell you what we can do.

Let’s talk