Kongsberg Digital: B2B ABM for Energy Software

How we built full-funnel ABM for a 200-year-old global leader in energy, maritime and industrial software. The strategy, the channels, the result.

Challenge

Kongsberg has been the staple of Norwegian industry since before ships were built out of wood. This legacy is a massive advantage over any competitor and a burden for pushing futuristic technology like digital twin. Digital twin - software that helps fleet managers, drilling engineers, and energy grid companies to deliver their products and services in a modern and efficient way, needed a big lead-gen push together with building brand awareness globally.

Strategy

Our strategy established the account-based and fame-building vectors for Kongsberg - developing target-account-specific communications for their dream partners and clients, and building the mental availability for the brand long-term. The angle on space-positivism and Star-Trek-reminiscent technology was the edge over the competition in our communications and allowed to grab attention from the C-Suite level audience and buying committees overwhelmed with competing offers. We provided Kongsberg with a marketing ecosystem, which includes everything from strategy to content, promotion, and automation, at every stage of the funnel.

Solution

Our campaigns reached, nurtured and converted decision makers in Oil&Gas, Grid Management, Sustainable Energy, and Maritime Logistics industries through a mix of Google Ads, Programmatic, and LinkedIn advertising. Our DOOH campaigns supported Kongsberg flagship event TomorrowShow in Oslo and Houston, Texas. 30s and 60s TV spot for Kongsberg Digital and their new client for digital twin ran on Norwegian television last year. 10+ Proof of Concept deals closed over 2 years, attributable to campaigns. 852 Qualified leads, 39% Brand lift in relevant niches, 75% decrease in CPL, $32M+ in PoC deals over 2 years

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