Winno Energy built a working B2B lead engine in four months.
Marketing for the biomass-boiler manufacturer was built around its sales process so buying-ready leads became visible and arrived at a sufficient weekly pace.
Winno Energy manufactures biomass boilers for industrial customers.
Create a sufficient and consistent volume of B2B leads for a long sales process.
- B2B lead generation
- Paid media
- Website
- Sales-process measurement
Three concrete moves
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01
Start from the sales process
Marketing was planned around a long, technical B2B buying journey.
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02
Capture demand
Campaigns and messages addressed the problem and signals of buying readiness.
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03
Make lead quality visible
Weekly lead generation was evaluated through sales progression.
Outcomes · Results four months after starting
Results and scale
after starting
The arc of the engagement
How the work progressed
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Start
Sales-process review
Buyers, decision-making and lead quality were defined.
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Execution
Campaigns and website path
Demand was directed to content serving technical buyers.
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Month 4
Working lead engine
Buying-ready leads arrived at a weekly cadence.