A custom design experience tailored for maximum ROI on your marketing efforts.
Multi-channel, blended search strategies for full-funnel lead generation.
PlainID gives enterprises the tools to centrally manage and control who can access apps, data, and systems across their entire organization. Powered by their Policy-Based Access Control (PBAC) platform, PlainID makes it faster, safer, and easier to enforce authorization at scale. Founded in 2014, they now process over 4 million authorizations every month—supporting enterprises as they reduce risk, accelerate development, and grow securely in a digital-first world.
Industry:
Services:
Visit Site:
36.1%
increase in lead conversion rate
59.6%
decrease in cost-per-lead
PlainID didn’t just need a new website—they needed a conversion-ready platform that could evolve alongside their product, messaging, and position in a complex, competitive market. Their old site was weighed down by outdated content, clunky navigation, and a structure that no longer reflected how today’s enterprise buyers evaluate solutions.
We approached the rebuild as a strategic reset—reworking architecture, language, and user flow to better connect product, platform, and persona. As messaging and product direction continued to evolve, we adapted in real time—refining wireframes, restructuring content, and introducing new components to support long-term growth and flexibility.
The result is a clean, conversion-focused site built to educate, engage, and scale.
After launching the new site, Gravitate followed up with a Competitive Strategy Insights Report, analyzing PlainID’s rankings, ad presence, and market gaps. That sparked a renewed partnership—this time focused on building a scalable lead-gen engine. PlainID had tested paid campaigns before, but without the time, tools, or team to drive meaningful results.
We stepped in as a full-service growth partner, managing everything from campaign strategy and creative to landing page copy, conversion tracking, and monthly optimization across Google, LinkedIn, and Microsoft Ads. With a lean in-house team, they gained the power of a full growth unit—strategy, design, copywriting, tracking, and optimization—for less than the cost of one hire.
We overhauled their tracking infrastructure by auditing GTM, cleaning up analytics, and aligning Hubspot to ensure every lead was accurately captured and attributed. What began as scattered efforts evolved into a unified, performance-focused system built for enterprise-scale marketing.
From day one, our focus was building a system that could scale. What followed were four key phases that continue to shape the efforts of PlainID’s long-term growth.
We began with a comprehensive audit across Paid Search, Paid Social, GA4, GTM, and SEO—identifying performance gaps and aligning the tech stack.
From these insights, we developed a full-funnel strategy designed to fuel lead generation and support sales.
This foundational work made scalable, data-driven execution possible.
With the right systems in place, we rebuilt PlainID’s paid media channels for long-term growth.
We launched Google, Microsoft, and LinkedIn campaigns with optimized segmentation, tailored creative, and funnel-specific budgets—ensuring each touchpoint aligned with user intent and stage.
After launch, we shifted into continuous optimization—testing and refining creative, formats, and targeting across platforms.
Document ads on LinkedIn emerged as top-performers month-over-month and continue to be the largest contributor to their lead-gen engine.
A/B testing revealed what worked best and gave us the insights to scale quickly.
We also expanded PlainID’s reach through Performance Max, demand gen, and branded campaigns across Google and Microsoft Ads.
Microsoft delivered strong ROI in B2B targeting, while branded search protected visibility and message control as competitors entered the space.
From launching a high-performance website to building a full-funnel growth engine, our work with PlainID has transformed how they connect with enterprise buyers. We’ve increased visibility, improved lead quality, and created a scalable foundation for continued marketing success.
Today, we remain embedded as a strategic partner—optimizing performance, expanding reach, and helping PlainID stay ahead in a competitive, fast-moving category. The results speak for themselves, but we’re just getting started.
With more campaigns on the horizon, we’re continuing to scale what works and uncover what’s next.
PlainID came to us with complex tracking challenges and limited experience in paid channels—but with a true willingness to collaborate. Together, we’ve turned the account into a powerhouse and continue to push for new heights as a team. They’ve absolutely become one of my favorite clients to work with.
Get Your Custom SWOT Analysis!
We deliver compelling digital experiences to drive brands forward, engage target audiences, and drive results.
We evolve and continually enhance your digital presence to drive traffic and improve conversions.