Simon Accelerates B2B Lead Generation With a More Focused Content and Automation Strategy

Since January 2025, we’ve reworked Simon’s digital strategy, shifting from a broad, general approach to a much more targeted B2B focus. We implemented a content strategy on the blog and set up CRM automations, along with Meta campaigns to promote a lead magnet. At the same time, we introduced a new lead qualification system built to generate leads that are actually useful for sales (SQLs).

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Challenge and Results

Simon specializes in electrical equipment and solutions for switches and lighting. It was founded in 1916 and has an international presence.

When we started working together, the strategy followed a “pre-product focus” approach. In practice, this meant that messaging and nurturing flows were too broad and not tailored to a clear B2B audience. This led to communication that didn’t feel very relevant and a qualification system that wasn’t very efficient.

Our goal was to shift the priority to the most relevant professional buyer persona, bring more consistency between content and automations, and improve lead quality. We worked from a key idea: tighter segmentation might mean smaller audiences, but it leads to more relevant leads for sales.

1

Define a More Precise Buyer Persona and B2B Approach

We refined buyer personas and aligned the strategy with business goals, moving away from catalog-focused messaging to content that speaks directly to roles, needs, and real-world situations of a professional audience.

2

Redesign Lead Qualification and CRM Nurturing Flows

We implemented a new lead qualification system to clearly separate B2B profiles from lower-priority contacts. From there, we reworked the communication flows so that nurturing journeys became more useful, more segmented, and focused on moving leads closer to becoming SQLs.

3

Launch Lead Gen Campaigns With a Lead Magnet and Blog Content

We launched Meta campaigns to promote a lead magnet designed for a professional audience and implemented it into the broader content and automation ecosystem, keeping messaging, content, and qualification aligned.

+70%

Increase in Organic Impressions

The Inside blog became a key channel supporting lead generation, holding strong even with the challenges brought by Google’s new AI-generated answers (AI Overviews).

76%

Open Rate in the New B2B Channel

By reworking communications and introducing new formats like a WhatsApp channel made for installers, the retention strategy drove standout engagement.

98%

Conversion Rate to Qualified Leads (MQL)

Narrowing down the audience and focusing on the B2B target turned out to be a big win, pushing conversion rates up to 98%. With this approach, we increased lead quality by 2.5x and built a solid pipeline for sales.

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If you’re looking to enhance your digital marketing and sales strategy, we’re here to help. Our goal is to fuel your brand’s growth. Contact us for personalized guidance from our multidisciplinary team of experts, specialized in delivering results.

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