Building an Integrated B2B Demand Engine for FPGA
Connecting ABM, paid social, search, technical content, live events, and email nurture to turn technical interest into identifiable demand.
IMPACT AT A GLANCE
300+ registrations per campaign
40% of 200 ABM target accounts converted a contact into nurture
400+ registrations and 40+ booth/meeting sign-ups per event
~25% CTR on branded Quartus search
Challenge: Move highly technical FPGA buyers from awareness to identifiable demand across a long, multi-touch buying journey.
My role: Lead campaigns from brief to executive readout; own channel mix, KPIs, the Google Ads program, and CRM handoff.
Why it mattered: Turned anonymous engagement into identifiable contacts routed to CRM for nurture and sales follow-up.
Supporting reach: 1.54M LinkedIn impressions · 97.5K search impressions
The Business Challenge
FPGA and semiconductor buying journeys are long, technical, and multi-touch. An engineer might discover a technology on LinkedIn, read a technical blog, search for a development tool, attend a webinar, and evaluate a dev kit before ever talking to sales.
Channel-by-channel execution can’t capture that journey. The opportunity was to build a connected system that could:
Reach the right engineers and the right accounts
Educate them with technical, application-led content
Capture active interest through search
Convert engagement into registrations and identifiable contacts
Hand those contacts to CRM for nurture and sales follow-up
The goal: turn technical interest into measurable, sales-routable demand.
The Integrated Demand Journey
1. Target: ABM · LinkedIn Campaign Manager audiences
Define priority accounts and verticals before spending on reach.
2. Attract: Social · Paid Social · Video
Build awareness around technical challenges, applications, and customer problems.
3. Educate: Technical Content · Partner Content · Video
Turn complex technology into useful, application-led stories.
4. Capture Intent: Google Search · Product Pages · Landing Pages
Reach engineers actively researching FPGA products, tools, and solutions.
5. Convert: Webinars · LinkedIn Live · Events
Give technical audiences a reason to identify themselves through registration and expert engagement.
6. Nurture & Route: Email · On-Demand Content · CRM
Continue the conversation and route engaged contacts to nurture and sales.
Account-Based Marketing
Reaching the accounts that matter, not just the most people.
I built priority-account audiences in LinkedIn Campaign Manager across seven verticals: industrial, data center, wireless, wireline, medical, broadcast, and aerospace-defense. I engaged these accounts through paid social, technical content, and webinars tailored to each vertical’s engineering challenges.
Results
200 target accounts reached
40% converted at least one contact into the nurture program
Why it matters: ABM shifted measurement from impressions to accounts, focusing spend on the companies most likely to design with Altera FPGAs.
Paid Search: Capturing High-Intent Demand
Social creates familiarity. Search captures engineers when they actively start researching.
I run Altera’s always-on Google Search program for Quartus® and FPGA software, targeting engineers researching FPGA development platforms, design and programming tools, AI hardware acceleration, edge AI, embedded computing, and competitive FPGA solutions.
Results
97.5K impressions · 5.64K clicks · 5.70% CTR
23.05% top ad-group CTR
~25% CTR on the branded “Quartus Prime” term, a strong signal of product-specific evaluation intent
Beyond paid: I built the keyword framework now used across paid search, SEO, web, and content, giving Altera a shared view of how engineers search for FPGA solutions.
Webinars & LinkedIn Live: Converting Engagement into Registrations
I treated live technical programs as integrated campaigns rather than standalone broadcasts, each with technical positioning, a defined audience, organic and paid promotion, partner amplification, a registration CTA, live expert engagement, and post-event follow-up.
Results: Webinar and LinkedIn Live programs average 300+ registrations each.
Selected programs
01. O-RAN & Radio Enablement (with ADI & BMI). The North American O-RAN opportunity, Altera’s Radio Enablement Package, cost savings, and DPD performance.
02. Agilex® 3 for Edge AI. Balancing performance and efficiency, with partner insights on real deployments.
03. 4K Vision & AI Inference (with Terasic). Reducing power and latency in 4K vision pipelines and prototyping faster with dev kits and FPGA AI Suite.
04. Direct RF Systems (with iWave). SWaP savings, high-speed data movement, and production-ready hardware platforms.
Events: Integrated Campaigns Before, During, and After
I lead integrated campaigns for Altera Innovators Day, Embedded World, MWC, IMS, and IBC, covering pre-event promotion, onsite activation, and post-event follow-up.
Results (per event)
400+ registrations
40+ booth or meeting sign-ups
All handed to CRM for follow-up.
Why it matters: Events are expensive. Treating them as full-funnel campaigns, rather than a booth and a banner, turned attendance into identifiable, followable contacts.
Email & Nurture
Email connected every stage of the journey: event promotion, registration confirmation, reminders, post-event follow-up, on-demand content, and continued technical engagement. Registrations and engaged contacts were routed to CRM for nurture and sales follow-up.
My Role
Campaign Leadership: Lead campaigns from brief through launch, optimization, and executive readout, setting messaging, channel mix, KPIs, and stakeholder ownership.
ABM Strategy: Built priority-account audiences across seven verticals and tailored engagement for each.
Paid Search: Own the always-on Google Ads program and the keyword framework used across paid, SEO, web, and content.
Paid & Organic Social: Used organic storytelling and targeted paid amplification to build awareness for products, applications, events, and partners.
Live Programs & Events: Built webinars, LinkedIn Live, and event campaigns as conversion points.
Partner Marketing: Extended reach and credibility through co-marketing with ADI, BMI, Terasic, iWave, DigiKey, and Mouser.
CRM Handoff & Measurement: Routed registrations to CRM for nurture and sales, and used clicks, CTR, registrations, account engagement, and creative performance to refine each campaign.
Global Coordination: Coordinated activation across AMER, EMEA, and APAC with Product Marketing, Sales, Engineering, Creative, agencies, and partners.
What the Data Taught Me
Awareness and intent are different behaviors.
Large social reach matters, but search clicks, registrations, and account engagement are stronger evidence of active evaluation.
Target accounts before targeting reach.
ABM made spend more efficient by concentrating it on the companies most likely to buy.
Technical storytelling works best when it starts with a problem.
Engineers respond to recognizable challenges, not feature lists.
Branded search reveals real evaluation.
A ~25% CTR on “Quartus Prime” showed that engineers searching by product name were already deep in evaluation.
Live technical content bridges education and conversion.
Webinars, LinkedIn Live, and events gave engineers enough depth and expert access to register and identify themselves.
Demand generation works as a connected system.
ABM focused the audience → social created discovery → content built understanding → search captured intent → live programs converted → CRM and nurture continued the journey.
Outcome
Built an integrated demand engine for Altera’s FPGA portfolio that delivers 300+ registrations per campaign, 400+ registrations per event, and 40% contact conversion across 200 ABM target accounts, with every contact routed to CRM for nurture and sales follow-up.
The program showed how channels can work as one system rather than in silos: ABM to focus, social to build visibility, search to capture active interest, and live technical experiences to turn engagement into identifiable demand.
