The challenge
While the technology had enormous potential, communicating its impact to busy site managers wasn’t straightforward.
- Highly technical products made it challenging for non-engineers to see the full commercial value.
- Enterprise sales cycles meant multiple priorities had to be balanced at the site level.
- Without a CRM or structured lead generation, some opportunities weren’t fully captured.
- Website and content were scattered, creating an opportunity to clarify the narrative.
- Sales team had strong technical knowledge but needed tools to communicate impact in a compelling, commercial way.
Their heat recovery systems can deliver carbon savings on a scale most people don’t realise — in some cases, the equivalent of planting an entire forest and waiting a decade for it to grow. But because the messaging leaned heavily on what the technology does rather than why it matters, that impact wasn’t always obvious to potential buyers.
The approach
We built a framework to help translate complex engineering into clear, commercially compelling stories:
Content
Case study formats focused on ROI, sustainability, and compliance instead of just technical jargon.
SEO
Researched and targeted high-intent industry keywords across automotive, food production, and energy sectors. Improved discoverability where buyers were actively searching.
Email Campaigns
Created nurture campaigns tailored to each vertical — translating environmental impact and compliance wins into measurable business value.
Social Media
Led with LinkedIn-first thought leadership: humanising engineering, showcasing sustainability benchmarks, and giving the brand a credible, confident voice.
Sales Enablement
Produced content and tools that gave the sales team tools they could use in conversations with non-technical stakeholders.
Website
Ongoing website security management and patching to ensure stability and trust.
The results
Within months, the shift was visible:
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2× increase in LinkedIn reach within 6 months.
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A clear set of content pillars around ROI, sustainability, and compliance.
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Sales team equipped with repeatable enablement materials that focused on commercial outcomes.
And we’re still working with them, pressing for more growth, evolving the strategy, and operating as their marketing engine, day in and day out.