Driving High-Quality Leads for an Electronics Sourcing Company

Overview

Univa Technologies is a global distributor of electronic components. They have been in the market for the last 20 years and were using a direct sales approach with field marketing as the only way to reach out to potential clients. The brand wanted to build a digital presence with an aim to scale.

Upthrust entered this equation with their experience and expertise in B2B Marketing.

Strategy

Let's talk about what we did.

• Tailored lead nurturing paths and content by building buyer personas - CIO, Supply Chain Manager, Purchasing VP, etc.
• Developed multi-touch email campaigns around shortage mitigation, supplier consolidation, and quality management
• Focused LinkedIn ads on job titles and companies likely in need of electronics component sourcing solutions
• Created retargeting ads to engage visitors who previously showed interest
• Optimized spending on highest-performing campaigns and assets

The buyer personas helped us identify that LinkedIn was the best channel to reach a variety of audiences. We tested with different creatives to find the audience that would become Univa's customers.

‍

Execution

• Designed 5 unique nurturing streams sent over 6 weeks, personalized to different roles
• Sent emails to the existing database, segmented by industry and pain points
• Implemented LinkedIn retargeting with a list of awareness assets
• Reallocated a monthly budget to highest highest-converting initiatives
• Tested A/B subject lines, performed content formatting, and experimented with ad variations

Results

Within 6 months of LinkedIn ads, lead nurturing, and email marketing, we achieved phenomenal results:

• 56% increase in overall leads
• 87% of leads classified as sales qualified
• 23% increase in marketing sourced pipeline
• 5 new customers closed worth $1.2 million in annual revenue

The highly targeted digital strategy significantly expanded Univa’s reach to key decision-makers. Lead quality improved dramatically through tailored nurturing. Sales velocity accelerated with sales-ready leads.

‍