Driving High-Value Leads with ABM & Enhanced LinkedIn Targeting

Goals:

Build brand recognition, reach a highly specialized engineering audience, and generate higher-quality leads to drive earlier involvement in the product design process.

Client

Isabellenhuette USA specializes in electrical resistance materials, thermoelectric materials, and high-precision, high-performance resistors used by electrical design engineers and procurement professionals across the aerospace, automotive, and power electronics manufacturing industries.

They needed to feed their marketing and sales funnel in North America, and establish name recognition and brand awareness, to assure their early involvement in product design. The challenge was that their target audience is finite. Not a mass audience. Efficient targeting was important in generating quality engagement and high-value leads.

Isabellenhuette was already active on LinkedIn, but sought to improve performance, expand their reach to high-value decision-makers, and ensure their paid search campaigns connected the right message with the right engineers at the right stage of product development.

Strategy:

TEC Direct partnered with Isabellenhuette to enhance and build on their existing LinkedIn efforts with more precise segmentation and messaging. We refined their approach using both ABM and industry-targeted campaigns, crafting sector-specific creative that spoke the technical language of each audience. Campaigns were segmented by industry, such as aerospace and automotive, to ensure alignment with engineering needs and terminology. To elevate reach among top-tier decision-makers, we layered in targeting based on group affiliations and industry associations, narrowing audiences to the most influential prospects.

To deepen engagement and strengthen lead capture, we introduced a content-forward approach, promoting white papers, webinars, and application notes that transformed anonymous clicks into qualified contacts.

In parallel, we optimized the client’s paid search program by focusing on high-intent keywords used by design engineers and procurement teams in precision and power resistor applications across aerospace/defense and medical equipment sectors.

We also integrated urWebLeads, our proprietary site-visitor identification tool, to capture first-party data such as names, emails, phone numbers, and company information. This enriched the client’s CRM and ensured a more robust pipeline for ongoing nurturing.

Results:

By sharpening targeting and aligning messaging to each audience segment, LinkedIn engagement rose dramatically, from under 1% CTR to an average of 2.5% to 3%. Paid search also delivered strong engagement and contributed several high-quality leads.

This refined approach improved lead quality, strengthened the sales funnel, and drove measurable growth for the North American division. The success of the enhanced U.S. program ultimately led Isabellenhuette’s German headquarters to adopt the strategy as a model for broader European markets.

Driving High-Value Leads with ABM & Enhanced LinkedIn Targeting

Goals:

Client

Strategy:

Results:

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