Redis · Mountain View, California, US · redis.io
To scale for the future, Redis paired a brand-wide refresh with a comprehensive evolution of its go-to-market motion. As a company deeply rooted in open source and widely adopted by developers, Redis’s evolution toward a more enterprise-first revenue strategy required a fundamental shift in how paid media supported pipeline and revenue.
Over a multi-year partnership, Outshine helped Redis evolve its global paid program from volume-driven lead generation to a full-funnel, enterprise-focused engine designed to drive sales-qualified pipeline, improve internal alignment, and create scalable international growth.
Fung-Lin Wu
Director of Demand Generation, Redis
Key challenges included shifting from primarily open-source brand awareness to stronger enterprise positioning, changing the main KPI to "book a meeting" with enterprise buyers, tightening MQL/SQL definitions, expanding the audience, and balancing enterprise demos with PLG.
Program stability was affected by strict MQL rules, a three-month brand search holdout test (validating its demand capture role), and difficulty tracking ungated content quality.
Outshine's approach focused on rebuilding around enterprise outcomes with a refreshed keyword architecture and landing pages prioritized for high-intent demo requests.
Brand search was rebalanced to support PLG sign-ups while maintaining MQL and SQL momentum.
The second step was expanding channels while protecting quality. Beyond the initial LinkedIn and Google focus, Outshine added Display, Meta, YouTube, and Reddit.
EthicalAds and BuySellAds proved effective for developer engagement, while LinkedIn targeting shifted to decision-makers.
Outshine also introduced innovative measurement and down-funnel visibility. To track quality with ungated content, Outshine developed custom KPIs like Named Account Visits and Click-to-Named-Account Rate, using intent data.
A client-owned GA4 reporting layer improved down-funnel visibility and became central to internal decision-making.
Finally, driving global accountability internally through the creation and adoption of fully customized, self-serve dashboards and reporting, which improved clarity, consistency and confidence in the paid ads program.
Fung-Lin Wu
Director of Demand Generation, Redis
The program created a scalable foundation for international expansion and enterprise revenue growth, balancing experimentation with disciplined execution.
improvement in YoY Cost-Per-Named-Account visit
increase in QoQ ARR
increase in Meta opportunity volume
signups in 6 months
By tightening qualification standards, innovating measurement frameworks, validating demand capture strategy, and improving transparency through custom reporting, the partnership delivered both performance and internal clarity.
In partnership with Outshine, Redis scaled paid media, and built a foundation for sustainable enterprise growth.
Fung-Lin Wu
Director of Demand Generation, Redis
Fung-Lin Wu
Director of Demand Generation, Redis
