Challenges
The client needed to boost their lead-to-appointment conversions. Despite having a strong online presence and over 20 marketing channels at their disposal, they needed to streamline their campaign management and weed through vast volumes of leads. Their global business development and subject-matter expert team needed a steady flow of high-quality meetings tailored to various regions.
Solutions
Extra lead research
Extra lead research. The client initially provided us with lists of preferred companies and industries, which included sectors like chemical manufacturing, oil and gas, petroleum refineries, pulp and paper, and mining and metals. We specifically targeted leads within companies of 5,000–10,000 employees globally.
We enhanced this database by conducting extensive research to find additional high-value prospects. Our focus was on key decision-makers: general managers, plant managers, and director-level positions across operations, maintenance, and safety.
Diverse and tailored email campaigns
Since February 2023, we’ve launched 77 unique email campaigns, each designed for a different ICP, and leveraged various approaches, including referral, face-to-face, workshop/webinar invites, and reengagement with past opportunities.
We’ve customized our campaigns based on different locations and on the client’s unique offerings and value propositions, such as:
- HVTS — corrosion prevention in process vessels, towers, and columns
- Cetek — improvement of radiant section heat transfer efficiency
- Hot-tek — online maintenance to prevent fired heater shutdowns
- Tube Tech — enhanced heat-transfer efficiency in the fired heaters
- SMARTGard — boiler tube leak prevention and reliability improvement
- Environmental solutions — elimination of buildup and fouling in SCRs through innovative cleaning technologies
