SaaS Demand Generation: 163% More Qualified Leads
WindESCo had new-to-market technology, a narrow technical audience and no marketing team. A demand engine built from scratch grew qualified leads 163% quarter over quarter.
The Challenge
Growth Goals With No Pipeline Machinery
WindESCo faced the classic early-stage cleantech squeeze: growth goals that assume a full pipeline and no machinery to fill one. Its buyers are a small, specialized group. Every deal runs through a long evaluation with multiple influencers and a complex approval process.
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01
A Long-Cycle Pipeline
Deals take quarters to close, so WindESCo could not afford a thin funnel. Qualified prospects had to enter the pipeline continuously, not in bursts.
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02
Website and Tracking
The product was new to market, so the site had to teach. Several stakeholders shape each purchase, so WindESCo needed tracking that showed who was involved and how the account was warming.
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03
Technical Credibility
WindESCo's team has deep expertise in wind plant operations. The gap was a content plan that packaged it and put it where a skeptical technical audience already was.
The Approach
How We Helped WindESCo
We built a demand engine from scratch to bring in qualified leads and manage a long sales cycle. Select a phase to see the work.
Step 1 of 4
A Demand Plan Grounded in Prospect Research
Before building anything, we studied WindESCo's prospects: who they are, what they evaluate and what moves them.
The resulting plan reached a niche audience efficiently and kept qualified leads flowing into a long-cycle pipeline.
Step 2 of 4
A Content Engine Powered by WindESCo's Experts
Vlogs, email programs and live webinars pulled directly from WindESCo's subject matter experts.
The goal was not volume. It was putting real wind plant expertise in front of the people evaluating performance analytics, in the format they prefer.
Step 3 of 4
HubSpot CRM Wired Into the Sales Process
We integrated HubSpot CRM with the new site so every lead was tracked from first touch. Custom dashboards showed every action a lead took.
A lead-to-opportunity workflow matched WindESCo's sales process and pipeline forecasting, with no manual work.
Step 4 of 4
Website Replatformed to HubSpot CMS
We moved WindESCo's site to HubSpot CMS for security and ease of management. Continuous improvements eventually became a full site redesign.
