Driving industry demand through targeted campaigns
The challenge
Turning industrial expertise into demand
Endress+Hauser is a global provider of measurement instrumentation and services, helping industrial businesses monitor equipment, reduce downtime and improve operational efficiency across the energy, manufacturing and infrastructure sectors.
To attract UK-based industrial decision-makers and generate interest in its services, the business launched the Smarter Decisions campaign – a microsite designed to showcase its wide range of capabilities.
The challenge was turning that evidenced expertise into revenue-driving demand.
With multiple audiences, sectors and use cases in play, broad messaging wouldn’t convert. The campaign needed to reach the right people with the right services, and create a clear path from initial interest through to meaningful action.
The strategy
Creating a multichannel conversion campaign
exceptional™ created and delivered a year-long campaign across LinkedIn, Display advertising and YouTube.
Designing the campaign journey
We built a structure that generated initial visibility, then concentrated spend on audiences already engaging with the campaign – improving efficiency over time.
Precision-targeting distribution
We targeted specific industries, roles and behaviours, ensuring services reached the decision-makers most likely to act.
Continuously optimising performance
We analysed performance throughout and prioritised the messages, formats and channels driving the highest-quality traffic and strongest conversion into downloads.
The results
Increasing efficiency and driving commercial demand
Across an eight-month campaign, the Smarter Decisions microsite generated 21,325 page views from 17,951 users, and 568 whitepaper downloads.
We improved efficiency significantly year-on-year.
Display activity reduced the average cost per download from £16.64 to just £1.50, while increasing total downloads.
This campaign made it easier for the right audiences to find and act on Endress+Hauser’s service offering – increasing demand and directly supporting their pipeline growth.
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