Honeycomb wanted to deepen its connection with senior engineering leaders while building brand awareness in EMEA and generating meaningful pipeline. The team partnered with LeadDev to create a research-led, multi-channel campaign that positioned Honeycomb as a thought leader in observability and delivered sustained demand before, during, and after launch.

Connecting with Director+ engineering leaders through credible insights

Honeycomb’s goals were multi-layered:

• Access the engineering leadership community with a focus on Director+ audiences
• Leverage the trusted leaders behind the Honeycomb brand to engage the community outside of traditional event environments
• Build brand awareness in EMEA

Generate pipeline, with an emphasis on larger-value opportunities

Both our CMO and CRO reported that this was one of the top conferences of the year for them. Everyone who stopped by the booth was so engaged and interested, and we can consistently connect with the right level of leadership. On a personal level, the attendees brought me the toughest questions of the year. I love it. Keep it up!!!

– Charity Majors, Co-founder & CTO, Honeycomb

Turning research into a multi-channel campaign

We worked closely with Honeycomb to design and deliver a research-led report. By surveying 400 engineering leaders we discovered how top engineering leaders are tracking system performance and what impact AI is having in 2025. The report also acts as the foundation for a longer-term, multi-channel campaign.

The report was supported by:

• A live panel discussion exploring the findings and supporting the report launch
• A Q&A session on stage at LeadDev Berlin, giving Honeycomb visibility with a highly targeted audience
• A phased marketing approach that built momentum pre-launch, peaked at launch, and continued to generate demand for months after.

The campaign aligned closely with the upcoming milestone of “10 Years of Observability” in 2026, reinforcing Honeycomb’s position as a long-term pioneer.

“This campaign gave us far more than a report. It created a platform for meaningful conversations with senior engineering leaders. The research and events helped us build trust, generate high-quality pipeline, and position ourselves as a long-term leader in observability.”

— The Honeycomb Team

The report wasn’t just a single asset, it became a multi-channel campaign with real longevity.

• The phased approach, early access, launch push, and follow-on activity, ensured sustained engagement over time
• Most importantly, it delivered high volumes of high-quality leads and helped build long-term trust in the brand
• The findings enabled them to independently develop a Q1 campaign leveraging the raw data to create targeted social media campaigns and paid advertisements.
• The campaign profiled Honeycomb as leaders in observability, while also spotlighting senior figures within the business
• Honeycomb gained a high-quality asset they could reuse across their own marketing and at other events in the year