About
The client is an IoT HVAC & Lighting Automation Provider that helps make commercial buildings use energy more efficiently, comfortably and smartly.
They had a good product but faced a familiar problem in the B2B world: converting leads into sales.
Their main goals were to:
Cut through all the noise
Reach the right decision-makers
Generate quality leads for their business
IncX partnered with the company to create and launch a marketing plan. This plan was a 45-day Account Based Marketing campaign that started in October. Realising that using a lot of marketing would not get the results they wanted, our team focused on targeting the people at the right time. We wanted to get the company the results they needed.
Our strategy involved:
Account Precision
Focusing on high-value accounts that matched the company's ICP.
Tailored Messaging
Creating messages that addressed the needs of buyers in HVAC and lighting automation.
Efficient Ad Spend Allocation
Managing the ad budget over 45 days to reach decision-makers while minimizing waste.
Results
By shifting the focus from lead quantity to account quality, the 45-day campaign did a great job:
Total Ad Spend: $1,735
Leads Generated: 186
Cost Per Lead (CPL): $9
Sales Conversions: 11
Lead-to-Sale Conversion Rate: 6% (outperforming B2B industry average of 2.4%)
Estimated Revenue Generated: $36,900
Return on Ad Spend (RoAS): 21x
This partnership really showed what can happen when Account Based Marketing is done right. By focusing on the accounts that the client wanted to reach, instead of just trying to get a lot of people to visit their website, we were able to get them a lot of quality customers.
The campaign proved both highly profitable and scalable.
Achieved a highly streamlined Cost Per Lead.
The client has chosen to keep working with IncX so they can make their long-term ABM strategy even better.
