Powerful Lead Generation for a Machinery Manufacturer

Spooner Environment

Spooner Industries is a UK-based thermal process specialist with over 90 years of experience. The Spooner Environment division specialises in air pollution control, supporting heavy emitting industries with VOC (Volatile Organic Compound) control technology for cleaner air. They manufacture Regenerative Thermal Oxidisers (RTOs) that are engineered for tomorrow’s environmental standards, helping businesses stay ahead of tightening VOC regulations while advancing their sustainability commitments.

The Challenge

Spooner Environment needed to promote lead generation for their division, with a particular focus on increasing qualified leads for their Regenerative Thermal Oxidisers (RTOs). Their website’s digital presence was minimal, with little organic ranking for key industry terms relating to this technology. Given the more immediate business development targets, we determined that a paid advertising approach would be most effective, allowing Spooner to get in front of prospects immediately rather than waiting for organic search improvements.

This type of product-focused campaign was relatively new territory for Spooner, so we recommended executing a multi-channel approach to determine which routes would deliver the best return on investment (ROI). We implemented a dual-pronged paid strategy utilising both PPC and LinkedIn Ads, accompanied by targeted email campaigns to their existing database of engaged prospects.

RTOs are high-cost industrial assets with lifecycles spanning 10-20 years, making this a complex, high-stakes campaign that demanded strategic planning and precise execution.

Strategic LinkedIn Ads

We launched two simultaneous LinkedIn campaigns, each tailored to our identified personas. The first campaign utilised legislation-focused messaging targeting Industrial Directors and HSE (Health, Safety & Environment) Managers, while the second campaign employed sustainability messaging aimed directly at Sustainability Managers.

Each campaign audience was meticulously crafted, targeting specific job titles and overlaying them with people based in European companies from high-emitting industries like print and chemical, ensuring we reached prospects with the greatest need for abatement systems.

Adaptive Google Ad Campaigns

For our PPC campaigns, we maintained messaging consistency across all channels to reinforce brand recognition and campaign effectiveness. We conducted comprehensive keyword research to identify the most relevant search terms related to RTOs, carefully selecting niche keywords that still generated meaningful, qualified traffic.

Throughout the six-week campaign period, we continuously optimised performance by refining keyword selection, improving ad copy, and testing various calls-to-action. This iterative approach resulted in consistent weekly generation of Marketing Qualified Leads (MQLs) with highly relevant enquiries.

Conversion Rate Optimised Landing Pages

To maximise conversion potential from paid traffic, we developed two dedicated landing pages that aligned perfectly with our core messaging pillars of sustainability and legislation compliance. Each landing page provided detailed information about the innovation behind Spooner’s RTOs and highlighted core benefits relevant to each target persona. The sustainability-focused page emphasised environmental impact reduction and energy efficiency, while the legislation-focused page highlighted compliance advantages and risk mitigation.

To ensure optimal performance throughout the campaign, we implemented comprehensive GA4 event tracking and heatmap analysis on both landing pages. Based on insights gathered through our analytics, we continuously adapted and refined the pages, adjusting content placement, call-to-action positioning, and user experience elements based on actual visitor engagement patterns. This data-driven approach ensured our landing pages evolved to become increasingly effective conversion tools as the campaign progressed.

Email Marketing Excellence

Leveraging Spooner’s existing database of engaged contacts, we segmented the data into our two core messaging categories: legislation compliance and sustainability. Each segment received tailored messaging designed to resonate with their particular concerns and improve overall engagement rates.

We established comprehensive email marketing funnels with built-in A/B testing capabilities, allowing us to continuously improve engagement with every email sent. The email campaigns achieved outstanding results with an average 58% open rate and an impressive 18% click-through rate for the most engaged emails, demonstrating the effectiveness of our targeted segmentation and personalised messaging approach.