Client Case Study
200% increase in MQLs for K-Roc™
Kingspan is the global leader in advanced insulation and building envelope solutions. Their insulated panels technology has led the industry in thermal-efficiency, fire safety and durability.
Kingspan Insulated Panels Australia identified the opportunity to use PPC to drive leads, using Sharp Ahead’s best practice strategy that had already driven strong results for their counterparts in the UK&I.
With world-leading technology and local manufacturing facilities, the Kingspan Insulated Panels Australia offering was strong – but was not getting the visibility it needed to dominate the market.
One of the key product ranges for Kingspan Panels Australia is their K-Roc™ portfolio of products. K-Roc™ mineral wool panels offer safety, durability and the NCC compliance that architects need; and as they are locally made in St Mary’s, Sydney, the reduced lead-times make them the ideal choice for contractors needing to adhere to project deadlines.
Sharp Ahead implemented a full-cycle lead generation strategy through multi-channel PPC activity. A targeted audience were served
sponsored content, text and spotlight campaigns on LinkedIn, and a best practice mix of search and display campaigns drove intent-based prospects from Google and Microsoft to an optimised K-Roc™ landing page.
Expanding the Opportunity
When the initial set of campaigns started to show results, we then expanded the activities to include brand awareness on LinkedIn, contextual display campaigns, and LinkedIn sponsored content.
We also focused on organic social to build up more top of the funnel, light touch awareness and kicked off an SEO strategy that eventually led to building a new, optimised website. The website project included fresh visuals that communicated
XPand’s commitment to personalised, customer-first service; and proven messaging and conversion features (taken in part from the learnings of the landing pages’ performance).
We also began to work more closely with the sales teams to help optimise their own social media presences in order to amplify the content being provided at a company level.
Results, Delivered on Time and on Budget
In a 12-month period of activity, the digital marketing strategy created sufficient demand to generate nearly 400 leads with a CPL of £51.
These leads included some significant contract wins from larger clients and the activity continues to drive demand and growth across the business, including XPand’s growing presence in the northwest and expanded footprint in the southeast.
In addition, the organisation as a whole is embracing marketing and a growth mindset enabling a more connected
Moving Forward
Sharp Ahead and XPand will continue their partnership into 2025, growing the demand generation activity across new platforms and into new geographies to support the wider business objectives.
Specific activity includes leveraging the MS Ads platform, increased media spend, a geographic focus reflecting the business priorities and aligning the sales and marketing functions with more visibility on tracking overall demand, lead
health, and return on investment.
About Sharp Ahead
A full-service B2B digital marketing agency, with offices in Reading, Oxford and Manchester, Sharp Ahead is experienced at helping companies with complex products and services reach and stay connected with decision makers across the
decision-making cycle.
Driving sales leads through website, search engine, and content marketing, we bring the latest tactics in B2C marketing to B2B organisations, helping them turn traffic into qualified sales leads through smart online marketing you can measure.
