ABOUT

THE BRIEF
Podero is a B2B SaaS business serving a highly specialised audience of utility companies operating across multiple regions. While their in-house team had built a strong marketing foundation, they identified an opportunity to improve the performance of their digital media activity and better align marketing with commercial objectives.
We were engaged as a strategic marketing and creative consultancy partner, working closely with their team across marketing strategy, creative direction and omnichannel execution.

DELIVERY
Following a review of Podero's business goals, sales strategy and target accounts, we restructured their paid media approach to focus on account-based marketing rather than broad audience targeting. By refining campaign structure, audience segmentation, ad messaging and budget allocation, we created a more focused LinkedIn advertising strategy designed to reach key decision-makers within high-value utility organisations.

RESULTS
- Increased avg. paid LinkedIn engagement rate from 0.55% to 1.34%
- Reduced average CPC from €10.00 to €4.73
- Delivered a 25% increase in clicks while reducing media spend by 42%
- Reduced cost per ICP lead by 75% through more targeted account-based campaigns
- Established a scalable paid media framework aligned to sales and growth objectives