EPC Firm Builds LinkedIn Authority, Generates 120+ Qualified Leads

Client Background

The client is a mid-size EPC (Engineering, Procurement, and Construction) contractor serving the oil & gas, petrochemical, and energy transition sectors. With strong project delivery capabilities and a 20-year track record, they were well-respected by existing clients — but their LinkedIn presence was minimal. The company page had under 1,200 followers, leadership posted sporadically (if at all), and the business development team had no systematic approach to social selling.

The client recognized that procurement teams increasingly research EPC firms on LinkedIn before issuing RFPs. Being invisible there meant losing opportunities before they even knew about them.

Objectives

• Build the LinkedIn presence of the company and its key executives so they appear credible and active when procurement teams research them
• Generate qualified leads directly from LinkedIn — not just awareness, but sales conversations
• Equip the business development team with a social selling system they could maintain long-term
• Position the leadership team as industry thought leaders on topics like project execution, safety culture, and energy transition projects

Our Approach & Content Strategy

Executive Thought Leadership Program

We identified three executives — the CEO, VP of Projects, and VP of HSE — to serve as the faces of the LinkedIn program. We developed individual content strategies for each, aligned with their expertise and role in the buyer's journey. The CEO focused on industry vision and energy transition; the VP of Projects on project execution and case studies; the VP of HSE on safety culture and compliance.

Content Calendar & Creation

Stramasa built and managed a monthly content calendar of 12 posts per executive — mixing project insights, industry commentary, company milestones, and thought leadership. Each post was written in the executive's authentic voice, reviewed and approved by them, and scheduled for optimal engagement timing. Content was technically substantive — not generic motivational posts — to build credibility with the EPC buyer audience.

Company Page Optimization

We rebuilt the LinkedIn company page: updated banner, about section, services, and specialties. We implemented a posting cadence for the company page that shared project wins, safety milestones, and team spotlights — creating a living, active presence that signaled organizational health to visiting procurement teams.

Social Selling Training

We trained the business development team on LinkedIn social selling: how to optimize their profiles, engage with target accounts, share executive content, and use LinkedIn Sales Navigator for account targeting. This turned the BD team from passive observers into active participants in the LinkedIn program.

LinkedIn Ads

We ran targeted Sponsored Content campaigns promoting the executives' top-performing posts to specific job titles and companies in the oil & gas sector — amplifying reach beyond organic and driving targeted traffic to the company's capabilities pages.

Agreed KPIs

Services Delivered

• LinkedIn executive thought leadership program (3 executives)
• Content calendar and post creation (12 posts/month)
• LinkedIn company page optimization and management
• Social selling training for the business development team
• LinkedIn Ads campaign management (Sponsored Content)
• Monthly performance tracking and reporting

Results

Over six months, the company page grew from 1,200 to 9,600 followers — an 8x increase. Page visitors grew 5x, meaning significantly more procurement teams and potential partners were encountering the brand on LinkedIn each month.

The engagement rate on executive posts rose from 0.8% to 4.2% — well above the B2B industry average. Several posts went semi-viral within the EPC community, generating hundreds of comments and shares from industry professionals, including decision-makers at target accounts.

Most importantly, the program generated 120+ qualified leads — defined as inbound inquiries or sales conversations that could be directly attributed to LinkedIn activity. These came from three sources: direct messages to executives after posts, InMail responses from the BD team's social selling outreach, and form fills from LinkedIn Ads traffic to the company's capabilities pages.

The social selling training also had a lasting effect: the BD team continues to use the system Stramasa built, generating a steady stream of connection requests and conversations with target accounts — even without active campaign management.