Case study 01 i Abm i emea i energy sector
When prospects don't see themselves in your story, they tune it out
A 1:few ABM campaign built from scratch for an underserved sector — and the most successful organic campaign of the year.
Energy Sector prospects were being reached with messaging built for adjacent industries. They couldn't see themselves in it and disengaged. The product fit was there. The resonance wasn't.
WHAT I DID
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Defined the ICP from scratch for the energy segment — fresh account selection, not adapted from existing lists
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Built a sector-specific content and messaging strategy addressing energy companies' exact pain points
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Ran a multi-channel campaign: LinkedIn organic, outbound sequences, email and phone
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Focused on LinkedIn organic over paid, achieving the lowest cost-per-lead of any campaign that period
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Drove full team alignment across BDRs, pre-sales and sales
THE OUTCOME
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Generated hundreds of leads and multiple qualified opportunities in 6 months
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Accounted for a significant share of total pipeline generated that period
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Recognised internally as the most successful campaign of the year
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Lowest cost-per-lead across all active campaigns, driven entirely by organic reach