
Introduction
Recently, hackers targeted and disabled a common operational technology used at water facilities. Unfortunately, these facilities often lack the resources and technical capacity to adopt rigorous cybersecurity practices.
Additionally, the United States government issued a mandate requiring water utilities to secure this critical infrastructure. As a response, a consortium of security companies, led by one of the largest distributors of hardware and software globally, aimed to address these issues and reach out to water utility companies.
This first stage focused on four states where the consortium had a strong presence and aimed to create new relationships.
Problem Statement
In today's landscape, companies must cover all touchpoints where customers might interact and ensure each channel is optimized for user experience and conversion. Without the right strategy, tools, and consistent coordination, organizations can waste significant amounts of money. Specifically for this water industry challenge, the companies had few contacts in the industry and needed a quick way to get their message in front of potential leads.
Solution
A Fresh Approach provided a lead generation and branding service that leveraged an omnichannel strategy and account-based marketing activities to maximize exposure and engagement with potential clients. Our goal was to enhance the consortium’s presence and generate leads in the water utility industry.
Services Provided

List Creation: Developed a prospect list with 1,070 new contacts.
Telemarketing: Made over 1,500 calls, connecting with or leaving messages for 800 people.
LinkedIn Advertising: Launched ads with 41,000 impressions and 328 landing page visits.
Google Display Advertising: Achieved 10,134 impressions and 95 landing page visits.
Email Outreach: Sent 1,070 cold emails, resulting in a 21% open rate and 146 landing page visits.
The results were impressive: 226 people engaged directly, and 177 signed up for the webinar, generating several leads for each company. Additionally, there were 51,134 ad impressions and over 2,500 direct engagement activities. The webinar recording and eBook remain available and continue to attract future prospects.
Benefits
By integrating multiple channels—both online and offline—we ensured consistent and impactful interactions with water utility companies. Our account-based marketing strategies were tailored to align with the unique needs of the sales teams and the potential of each account, fostering growth and driving sales.
Summary
Incorporating the right team at the right time can be the difference between generating revenue or not. Leveraging data to identify, target, and engage priority accounts can reduce costs and boost sales results. A Fresh Approach provided the necessary means to align channel partners and accelerate the go-to-market motion.
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