Client story

A simple ABM model returns £millions in pipeline


Sibelco’s sales team needed an ‘in’ with procurement, engineering and operations contacts in 13 of the leading construction companies in EMEA.

The compelling event? A new product launch – Olidense. A highly dense heavy aggregate, it can increase concrete strength by 50% and reduce costs by €2.20 per tonne – a potentially massive saving for heavy infrastructure projects on and offshore.


  • 23% of MQLs converted into SALs
  • Pipeline of €7 million generated
  • CTRs for personalised messages hit 3x the industry benchmark
  • Campaign optimisation strategies led to a 78% reduction in required media budget.
lead-gen Lead generation
ratio 1:1
testimonial author portrait

Contentology’s digital marketing programmes have helped transform our go-to-market capabilities. We’ve been able to uncover previously hidden opportunities through the new level of insight and intelligence provided in their ROI reporting.

Charlotte Eriksson, Marketing Communications Manager, Sibelco


Sibelco’s team was confident that if it could get Olidense in front of key prospects and gather some sales intel, they could be converted.

Due to Sibelco’s impressive brand awareness in the market, the marketing team agreed to go straight to the bottom of the funnel.

Working closely with Sibelco, Contentology investigated each of the companies in turn; from any past engagements with the business, to their strategic initiatives, recent contract wins, operational specialisms and brand values.

An Olidense campaign was created comprising personalised landing pages, content assets – including a personalised sales calculator tool – and messaging tailored to each business and role. A complex paid social, search and remarketing strategy, including geo-fenced Google Display ads, delivered personalised ads to key decision makers, pivoting quickly based on behavioural insights.

Scorecards monitoring campaign engagement were created to support sales follow-up.

The result was a cost-efficient approach to ABM that delivered a common set of activities, with an impactful level of account-specific personalisation.

Due to the conversion rate of the lead generation ads, a CPM bidding model was tested which (by testing simultaneous bid strategies) led to a reduction of budget spend by 78%.


  • linkedin
  • x
  • googleads
  • facebook


  • pardot
  • unbounce
  • loadfeeder