Industrial EquipmentManufacturer

Our client, a large manufacturer of highly specialized industrial equipment, needed a precision-targeted Account-Based Marketing (ABM) campaign to educate prospects (heavy equipment OEMs and dealers for upfitting industrial vehicles) on the fuel, maintenance, and other cost-saving benefits of its all-in-one power systems. Fine-tuned messaging deployed in paid ads, targeted email, and new product collateral far surpassed client goals for sales opportunities.

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The Problem

A major challenge in any B2B ABM campaign is engaging with the right people. This manufacturer's campaign needed to target and penetrate a highly specific, niche market segment, making it crucial to identify the right prospects. That’s also why the campaign required a proactive, data-driven, flexible approach to fine-tune targeting as the program progressed.

The Goals

The client wanted to establish relationships and cultivate sales opportunities with major industrial equipment OEMs and dealers, since these targets could upfit their products as a value-add. They’re also well-positioned to help educate end customers on the cost-savings, asset protection, and employee-experience benefits of the power systems.

Client objectives included:

  • An ABM strategy focused on targeted email and LinkedIn advertising
  • 3 sales opportunities with OEMs and/or major heavy equipment dealers 

The Solution

Weidert Group developed a tailored ABM playbook that included strategies for account targeting, messaging, paid ads, and email, and new marketing content. The two comprehensive three-month campaigns leveraged new and existing content to nurture targets along conversion paths and through a sales handoff, and included KPIs to measure success.

Throughout the two-phase campaign in 2022 and 2023, Weidert Group made data-driven adjustments to target high-performing roles and focus on relevant job titles within industries, rather than target specific companies. New marketing content was also created to support new targets’ engagement and conversions.

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The Results

Within months of the campaign’s completion, the client landed sales opportunities with two dealers of a targeted OEM brand, resulting in $290,000 in closed opportunities.

Another end-customer driven sales opportunity with an upfitting partner resulted in $35,000 in closed business.

By the end of 2023, 14 units were sold to 3 customers! 

$290,000

in closed opportunities

$35,000

in closed business through an upfitting partner

14 units

sold to 3 customers

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