Overview
Led strategy sessions and workshops to develop an inbound marketing vision for a global energy management consultancy, moving from outbound relationship selling to content-driven lead generation. Delivered inbound strategy and content themes, content-driven marketing campaign design, and a global LinkedIn lead generation programme connecting domain expertise in energy management to new commercial relationships in target markets.
Who This Is For
Global energy management consultancies, professional services firms, or B2B enterprises seeking to reduce dependence on outbound sales and build inbound lead generation through content-driven marketing and LinkedIn strategy.
The Challenge
The organisation has deep expertise in energy management but that expertise is not being leveraged commercially through digital channels. The sales team depends on relationship selling and direct outreach. New market entry requires high effort with low efficiency. There is no systematic content programme connecting domain knowledge to commercial pipeline.
What We Propose
Inbound Strategy Development - Positioning, audience definition, and content themes that establish market authority. Content Journey Mapping - Mapping the buyer research journey at awareness, consideration, and decision stages. Thought Leadership Programme - Structured programme for producing and distributing thought leadership content. LinkedIn Lead Generation Strategy - Global LinkedIn programme connecting domain expertise in energy management to new commercial relationships in target markets. Pipeline Measurement - Attribution model connecting content investment to inbound enquiries and pipeline.
Why It Matters
Authority building - A systematic programme that turns domain expertise into visible thought leadership. Inbound lead generation - Content that attracts buyers actively researching energy management solutions. Sales alignment - Thought leadership connected to the sales cycle from awareness to close.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.