Overview
Designed an inbound demand-generation model connecting search, expert content and campaign journeys to qualified sales leads for a specialist risk-management and engineering software provider serving maritime, energy and oil & gas customers.
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 client sold specialist risk-management and engineering applications into maritime, energy and oil & gas markets. Marketing needed to move beyond product announcements and broad outbound communication, making the company's expertise discoverable and connecting digital engagement more directly to lead generation and sales.
Our Approach
The team now behind ECM.DEV, working within Making Waves/NoA, developed an inbound marketing and content strategy organised around customer personas, industry-specific journeys and measurable outcomes: reviewing existing marketing and campaign content; analysing website and campaign behaviour; researching non-branded keywords; planning core, campaign and microsite pages for different journeys; defining lead-nurturing sequences and content workflows; and connecting lead capture and campaign measurement to Salesforce, with KPIs covering traffic, engagement, qualified leads and sales contribution.
Impact
Expertise made discoverable - technical content organised around the searches real buyers make, not just product names. A connected model, not a campaign - search, content, lead capture and CRM brought into a single demand-generation approach. A basis for comparison - clear KPIs the client could use to compare channels and stop campaigns that weren't earning their budget.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
Topics
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