From Sludge to a $3.5M Pipeline
Challenge.
When the stakes are global, only proof breaks through.
By 2050, one in four people will live without enough clean water. In regions like the Middle East, that future is already here. CECO Environmental believed its FeOxy Advanced Oxidation Process could play a critical role in solving the problem. The product turns contaminated industrial wastewater into potable water—safely, quickly, and at scale. But no one knew about it.
Their challenge? Break through to process engineers, procurement teams, and project managers inside 30 of the biggest companies in EMEA and APAC—audiences who are skeptical, data-driven, and extremely hard to impress. They weren’t looking to be sold. They were looking for solutions that worked. CECO needed to prove their process could deliver—visibly and convincingly.
Solution.
Let the chemistry do the talking.
Instead of pushing products or bombarding inboxes with technical jargon, we turned the spotlight on the real heroes: the engineers, buyers, and operators solving massive water challenges behind the scenes. And we did it through a bold, content-first campaign designed to feel more like science in action than marketing. At the heart of it all? A 30-second video that made jaws drop. Just sludge-filled fluid moving through a plexiglass chamber—and transforming into clean, drinkable water using CECO’s FeOxy system.
We backed it with:
- Paid search and targeted LinkedIn outreach
- Straight-to-the-point brochures, white papers, and use cases
- A conversion-focused landing page that turned interest into action
Every piece of the program was built around clarity, credibility, and control—the three things engineers and technical buyers care about most.
Results.
From sludge to a $3.5M pipeline.
The numbers tell the story:
- 4,297 targeted impressions
- 123 social media interactions
- 101 paid search clicks
- 34 form fills from qualified prospects
- 28 accepted by sales
Each sales-accepted lead (“SAL”) had an average value of $500,000. With a 25% close rate, CECO’s sales team now has a $3.5 million pipeline tied directly to this campaign. More importantly, the campaign repositioned CECO from “one of many vendors” to the company with the real solution.
In industrial markets, credibility isn’t optional—it’s everything. Your audience isn’t moved by buzzwords or branding exercises. They want proof. They want simplicity. They want to see that what you’re selling actually works.
$3.5M
in pipeline from a 30-second video
