How a fully integrated approach can help develop a strong pipeline

The client partnered with Expandi to accelerate its digital transformation and strengthen its market leadership in smart and sustainable building solutions. Through the implementation of a fully integrated Account-Based Marketing (ABM) strategy combining intent data, personalized digital campaigns, LinkedIn advertising, and multilingual lead qualification, the program successfully engaged thousands of target accounts across Europe and the Middle East.

Challenges

Our client is a global leader in smart, sustainable building solutions. Its mission is to optimize energy efficiency, safety, and operational performance of buildings. It offers a wide array of products and solutions from HVAC, fire & security systems, and building automation. The company strongly repositioned itself in the last few years focusing mainly on commercial building solutions and services positioning itself as a critical enabler of the “smart city/smart building” ecosystem in line with market megatrends such as:

• Urbanization (more buildings, more infrastructure)
• Energy consumption & decarbonization
• Digitalization of buildings (smart buildings, IoT)
• Growth of data centers (cooling + security demand)

In line with these objectives, the company needed to review its marketing strategy making sure it fully embraced the digital transformation providing a fully aligned sales and marketing strategy that would provide strong results in terms of pipeline, react quickly to demand and stay ahead of competition. Prior, to generate new business, the company used mainly traditional sales and marketing strategies missing out strong opportunities and the big marketing digital transformation.

The Strategy

The collaboration between Expandi and the client started in Italy in 2024 with the execution of a small marketing lead generation campaign on Sustainable Infrastructure Solutions with a very limited budget. Thanks to the success of the activity, Expandi proposed a more strategic approach that would support the client in the consolidation of it leadership in the market and deliver real pipeline growth. We proposed the implementation of a larger ongoing Account-based marketing program to raise recognition as market leader and to deliver a strong pipeline of business opportunities. We highlighted the importance to engage and support the client management in the digital transformation process of its marketing and sales departments.

We implemented a fully integrated marketing program including: the client’s web traffic analysis (1st party intent data), third-party intent data on 7 custom created solutions to craft targeted customer segments, a series of personalized email marketing initiatives, accountbased display advertising, and LinkedIn campaigns to nurture the targeted accounts. As final step all Marketing Qualified Leads were passed to the lead development team (our multilanguage Madrid call center of sales professionals) for further qualification (SQL).

All tactics where activated, monitored and optimized in the Expandi Jabmo ABM campaign orchestration and optimization platform providing the client a clear and updated view on each tactics performance and the ability to optimize them.

Results

By leveraging the Expandi platforms and services, the client gained access to unified account-level intelligence and advanced analytical capabilities. The solution provided visibility into engagement patterns, allowed the team to refine segmentation, and highlighted emerging demand signals across key markets. These insights enabled them to activate more targeted account-based programs and improve collaboration with sales through clearer, data-supported prioritization. Through this enhanced level of insight and analytical support, The client achieved strong performance across its target accounts, engaging approximately 50% of all accounts reached through the campaigns and converting 20% of those engaged accounts into qualified leads. The platform empowered The client to move from fragmented data to actionable intelligence, significantly strengthening the impact of their ABM initiatives.

So far, we have targeted over 60,000 companies, reached almost 30,000 and activelly engaged over 7000. We have generated over 500 Marketing Qualified leads and over 200 Sales qualified leads for a pipeline value of around 40M euros. Using the Expandi Jabmo orchestration platform the customer could see the synergy among the different tactics as:

• 35% of SQL where reached and engaged by email
• 50% of SQL where touched by the digital advertising campaign
• 30% of SQL had high intent score on JC solutions

The fully integrated, ABA driven activities will continue with the aim is to create an always-on lead engine to nurture constantly the pipeline and promptly engage with the prospect.