Explosive Growth
Challenge.
Kaishan USA tackles the competition to exceed ambitious MQL targets.
In 2023, Kaishan USA set an unprecedented target: amass 2,400 marketing qualified leads (“MQLs”), a goal loftier than any in its history.
The real challenge, however, was deepening market penetration and capturing share, particularly among sophisticated plant engineers, whose roles span crucial areas like sustainability and compliance, essential to Kaishan USA’s offerings.
Solution.
Employ inbound marketing—and how.
RIVET deployed a multifaceted inbound marketing strategy that was tightly aligned with Kaishan’s revenue ambitions. The campaign wove together educational blogs, detailed whitepapers and authentic testimonial videos, each piece strategically crafted to fit different stages of the buyer’s journey. High-impact advertising in key industry publications complemented the content, enhancing visibility. A series of ten expert-led webinars and a partnership with the Gary Sinise Foundation, which serves U.S. veterans most in need, further solidified the campaign’s community and educational focus.
The strategy was meticulously structured around RIVET’s proprietary EIC framework—Educate, Inform, Confirm—ensuring the content was relevant and aligned with the buyer’s journey, delivering the right message at the right time.
Results.
Leads delivered. Target surpassed.
The inbound marketing strategy bore exceptional fruit: 2,846 MQLs were generated, surpassing the ambitious goal by nearly 20%. The campaign’s multifaceted approach spurred high engagement across digital webinars, traditional trade publications, and vibrant social media interactions. This extensive engagement underscored the campaign’s reach and effectiveness in not only drawing in leads but also in fostering deeper connections with both new and existing customers.
By focusing on revenue-based goals and expanding its target audience, Kaishan USA’s strategic application of inbound marketing not only transcended their MQL generation objectives but also set a new standard in engaging sophisticated industrial sectors. By carefully aligning content to the nuanced needs of plant engineers and reinforcing this with strategic partnerships and community involvement, Kaishan strengthened its brand presence in a competitive field, proving that a well-calibrated inbound strategy can be a powerful engine for growth and market leadership.
2,800+
MQLs generated, surpassing the goal by nearly 20%
