Generating qualified enterprise leads in Europe

What is shaping information technology

IT services and technology companies sell to CIOs, IT heads and business leaders through long, multi-stakeholder buying cycles where trust and proof matter.

• Buying committees are getting larger
• Thought leadership and proof points shorten sales cycles
• Win/loss evidence improves bids

An Indian IT services company expanding in Europe, working in Germany, France & Switzerland. Client identity is withheld to protect confidentiality.

Organisation

An Indian IT services company expanding in Europe

Sector

Information technology

Team engaged

Digital Marketing

Services

B2B digital marketing, Content marketing, Lead generation

The company had strong delivery credentials but little brand recognition in continental Europe, and its English-only marketing generated few conversations with target accounts. Its few European clients had come through personal networks, which could not support the growth targets set by the board.

• Deliver on the brief: generating qualified enterprise leads in Europe.
• Design around the real needs of target accounts.
• Set measurable targets and a tracking baseline before launch.
• Improve results through structured testing, reported in plain language.

The work focused on 200 target accounts.

• target accounts200

Audiences we typically reach in information technology

CIOs and IT headsBusiness decision-makersProcurement teamsExisting clientsPartners and resellers

Coverage: Germany, France & Switzerland. Markets: Germany, France and Switzerland.

• Germany
• France
• Switzerland

A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.

1. 1Brief
2. 2Localised content
3. 3LinkedIn campaigns
4. 4Account-based outreach
5. 5Insight

We localised core content into German and French, created industry-specific case studies, ran LinkedIn campaigns targeting IT and business leaders at named accounts, and supported sales with account-based outreach sequences. Target accounts were chosen with the sales team using industry, size and technology signals, and outreach messages were tailored to each industry’s priorities, such as compliance in banking and automation in manufacturing.

B2B digital marketingContent marketingLead generation

target accounts

200

• Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.

• Campaign, website and CRM data were tracked daily through analytics and ad platforms.

• Conversion tracking tested end to end
• Consistent UTM tagging on every link
• Numbers reconciled between ad platforms and analytics
• Two-person check before anything goes live

• Funnel analysis from impression to lead or sale
• A/B test results on creatives, keywords and pages
• Channel and campaign attribution

• Engagement from target accounts grew steadily, and the sales team secured meetings with several large prospects that had previously ignored outreach.

Localisation signalled commitment to the market as much as it improved understanding.

• Build on the core insight: localisation signalled commitment to the market as much as it improved understanding.
• Focus effort where the evidence was strongest: engagement from target accounts grew steadily, and the sales team secured meetings with several large prospects that had previously ignored outreach.
• Re-measure after the changes to confirm the effect.

• Several conversations turned into proposals within the first year, and the company opened a small sales office in Germany to support the pipeline.

What changed in the business as a result of the work. Impact is described qualitatively.

• Campaign assets and landing pages
• Monthly performance report

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: why do we win or lose deals?