Case Study
Brüel & Kjær Vibro case study: creating 52% engagement with ABM lead generation
The Objective
Brüel & Kjær Vibro are global frontrunners in providing intelligent monitoring solutions for rotating machinery that are tailored to their customers’ needs.
They wanted to target new customers by industry with an initial focus on pharmaceuticals. Using industry-specific content and messaging that would resonate with key decisionmakers, they wanted to showcase their unique expertise and knowledge.
They enlisted us to assist with lead generation to identify and engage with large pharmaceutical organisations, contacting decision-makers they had previously been unable to reach.
The Approach
Working with Brüel & Kjær Vibro’s pharmaceutical sector expert, we identified 50 target companies and outlined clear customer personas to ensure we were reaching out to the right people.
Using Sales Navigator in LinkedIn, we created custom search parameters - relevant job titles, seniority, geographical location and expertise - to identify suitable prospects within each company to produce a highly targeted list of 400 relevant prospects.
Our contact strategy used a blend of outbound phone calls and personalised emails that were designed to first validate the prospect’s relevance and then prompt engagement and establish a rapport.
The Results
We generated 26 new leads within the 50 target companies, engaging with over 50% of the organisations.
The leads included some with immediately identified needs, others were keen for Brüel & Kjær Vibro’s specialists to meet with their team and a few who were interested, but needed future nurturing.
