Utility Services
B2B Repositioning, Lead Generation, Sales Follow-Up System
About the Client
An Ohio-based underground utility services contractor wanted to shift from B2C to B2B, with no marketing team in place. AKBK became its fractional marketing lead, building both the lead generation program and the sales follow-up process to help the team pursue regional electric companies, cooperatives, school systems, cities and municipalities.
The Challenge
Lean ad budgets, no CRM, no marketing team and no business development rep. To win B2B buyers, the client needed one partner who could set strategy and do the work: AKBK.
Our Approach
AKBK served as the client’s only marketing resource, acting as fractional marketing lead and hands-on team in one.
We focused on:
Foundation: website messaging and conversion paths, SEO and AI engine optimization, Keap to organize inbound leads, and weekly KPI reporting.
Demand generation: service-specific and seasonal campaigns, Google Ads, and LinkedIn advertising built around about two dozen named target accounts.
Sales follow-up system: a multichannel sequence of six to eight touches over about three weeks, with materials and checklists to keep the sales team on schedule.
Content that earns attention: customer case studies, lead magnets and executive thought leadership to raise the visibility of the company’s leader.
Launch an acquired company: when the client acquired another company, we developed and launched its marketing strategy so it could get started quickly.
The Results
AKBK didn’t just fill a role. We built the lead engine and the follow-up behind it.
Weekly website visits up 183% (244 to 690)
Conversions up 148% (62 to 154)
Paid social cost per click down 27% ($2.19 to $1.61)
Paid search calls and forms up 14% on 7% more spend
What sets AKBK apart: many agencies stop at delivering leads. We also build the follow-up process, materials and timing tools that help a sales team act on them.