£3.06m in pipeline through microsite lead gen strategy

Rated 5/5 on

“So far, so good. It’s been 9 months and we are getting a big increase in activity. Friendly and helpful group of people and up to now have enjoyed the experience as well as the extra leads”

Nick Ewing
Managing Director, Efficiency IT

EfficiencyIT background and challenge:

Efficiency IT (EIT) helps businesses design and maintain energy-efficient data centres and IT infrastructure, making operations run smoothly while reducing energy usage. Managing Director, Nick, had previously relied on word of mouth and referrals to source leads but found this wasn’t a reliable method to match with their growth targets due to inconsistent volumes of sales conversations.

How Gripped helped

We first went through a comprehensive onboarding process lasting three weeks. This involved gathering inputs from EIT’s team on their market, ideal customer profile, competitors, business objectives and what they’d tried in the past.

Based on this, we created a lead generation strategy influenced by a successful approach we had implemented for a previous client with similar challenges. We presented the previous client's case study and demonstrated how we tailored the approach specifically for EIT. This was delivered alongside a playback of our understanding of EIT based on the inputs we received in the kick-off to ensure EIT felt comfortable we got their business.

Gripped proposed building a custom quote tool designed to capture leads. A key part of this strategy was leveraging an existing partnership between EfficiencyIT and Schneider Electric—the market leader in data centres and critical infrastructure. This allowed us to host the tool on an EfficiencyIT and Schneider Electric co-branded micro-site. As a result, we boosted visitor trust on the site and increased sales conversations by 400%.

The tool guided prospects through the sales process by asking a few short, targeted questions about their needs. This armed EIT’s sales team with qualified leads and helped them follow up with a personalised price estimate and an offer to further explore their requirements.

To get prospects to the microsite, Gripped crafted paid search campaigns which targeted highly relevant, high intent keywords, to ensure that the audience had buying intent. These keywords were decided by mapping out all the different categories and sub-categories that EIT’s audience might be searching for and then creating personalised campaigns with tailored copy to each of these categories.

To ensure a great user experience, Gripped performed technical SEO updates across the core site and microsite, and continued to evolve the core site to cover more services that would rank for high-intent service-related keywords.