Energy Technology Startup Scales into 3 New Markets
An IIoT platform provider with a proven product but a pipeline limited to its home region. Stramasa built a coordinated go-to-market campaign — paid media, SEO, LinkedIn, and ABM — that opened three new geographic markets and quadrupled qualified pipeline in six months.
Client Background
The client is an energy technology company providing an industrial IoT platform for pipeline monitoring and predictive maintenance. Their product was proven in their home market — with strong customer results and case studies — but their sales pipeline was geographically concentrated. Expansion into new regions had been discussed for two years but never executed because the team lacked the marketing infrastructure and campaign experience to enter unfamiliar markets efficiently.
Objectives
- Enter three new geographic markets within 6 months with a coordinated go-to-market campaign
- Build qualified pipeline in each new market — not just traffic, but sales conversations
- Establish the brand as a credible technology provider in regions where they had no existing reputation
- Create a repeatable GTM playbook the internal team could use for future market entries
Our Approach & Tools
Market Research & GTM Strategy
Stramasa started with market research for each target region: competitive landscape, buyer personas, local search behavior, and regional industry publications. We developed a market-specific GTM playbook that could be replicated for future expansions — including messaging adaptation, channel mix, and budget allocation per market.
Paid Media & Campaign Execution
We launched coordinated Google Ads and LinkedIn Ads campaigns in each target market, targeting job titles (operations managers, reliability engineers, asset managers) and search intent (pipeline monitoring, predictive maintenance, SCADA alternatives). Ad creative was technically specific — not generic SaaS messaging — to establish credibility with energy-sector buyers.
SEO & Content Foundation
In parallel, we built a content cluster of 10 articles covering the technical and commercial questions buyers in the new markets would research. This created an organic search presence that would compound over time and reduce dependence on paid media.
LinkedIn & ABM
We activated the client's leadership team on LinkedIn with a thought leadership content calendar and set up an ABM workflow targeting 50 key accounts per market — using LinkedIn connection campaigns, personalized outreach, and retargeting to build awareness before direct sales outreach.
Agreed KPIs
Services Delivered
- Go-to-market strategy for 3 new geographic markets
- Paid media campaigns (Google + LinkedIn)
- SEO content cluster for solution awareness
- LinkedIn executive thought leadership program
- Conversion-optimized landing pages per market
- Account-based marketing (ABM) workflow setup
Results
Within 6 months, the client had successfully entered all three target markets. Qualified pipeline grew 4x — from a concentrated regional base to a diversified multi-market pipeline. The cost per qualified lead dropped 42% as the campaigns were optimized and the organic content began generating inbound interest.
The LinkedIn thought leadership program was a standout: the CEO and CTO became recognized voices in the industrial IoT space, with several posts generating significant engagement from target accounts. The ABM workflow produced 15+ demo requests per month by month 6 — a number the client had never achieved before.
Perhaps most valuably, the GTM playbook we developed has since been used by the internal team to enter a fourth market independently — proving the system works without Stramasa's direct involvement.
"Stramasa didn't just run campaigns for us — they built a system we could use ourselves. The playbook, the content foundation, the LinkedIn strategy — it's all still working. We entered three new markets in six months. Before Stramasa, we'd been talking about expansion for two years and done nothing."
— CEO, Energy Technology Company (name withheld)