Case Study:

Digital Scaling for IIoT Specialists in the DACH Market

The Task.

IXON is a specialist in IIoT and remote maintenance solutions for companies in the machinery manufacturing sector. The Dutch company wanted to adapt its strategy for the DACH region and develop and implement target-group-specific messaging as well as a regional marketing strategy. Together with the IXON DACH team, we developed a new positioning that is clearly based on the central concerns of German machinery manufacturers – and positively addresses them:
  • IT security concerns
  • Falling behind in the digital competition
  • Financial loss due to machine downtime
Thanks to simple installation, flexible scalability, and high technical expertise, IXON is in an ideal position to support its target audience with these challenges. Now it was a matter of making this tangible through clear messaging – and, beyond that, building a scalable digital acquisition process that generates reliably qualified leads.

The Solution.

EPOS developed a comprehensive digital strategy that goes far beyond individual campaigns. The goal was an integrated marketing engine that systematically combines visibility, trust, and conversion.
  • Paid Media Strategy: Through Google, LinkedIn, and Meta Ads, we reached potential new customers along the entire funnel – from initial awareness through search interest to targeted outreach to relevant decision-makers.
  • Content strategy with concrete lead magnets: Instead of generic content, we developed industry-specific assets that were directly tailored to the target group's decision-making processes. A „7-step start plan for machine connectivity“ offered a concrete entry point, while an interactive „Remote Readiness Check“ allowed prospects to self-assess their maturity level.
  • Segmented Email Nurturing: Based on the results of the Readiness Check, leads were automatically divided into three segments (Starter, Explorer, Accelerator) and received appropriate content via HubSpot that guided them step by step toward conversion.
  • Earned Media: In parallel, IXON's core topics were placed in relevant trade media through targeted PR measures, thereby extending them to the target audience in a trust- and brand-building manner.

The results.

The strategy positioned IXON visibly, relevantly, and measurably successfully in the DACH mechanical engineering sector. By interlinking reach (Meta, Earned Media), intent signals (Google), and targeted decision-maker outreach (LinkedIn), IXON achieved a significantly increased market presence within six months – and a demonstrably efficient acquisition process.

 

Reach & Visibility:
  • 4.8 million+ contacts via Search, Social & Media
  • 53,000+ clicks via Google & Social
  • 10,331 landing page views
  • 11 confirmed trade media placements with a reach of 189,710 people

 

Efficiency & Conversion:
  • 461 qualified conversions via LinkedIn, covering the entire funnel
  • Average Cost per Lead (CPL) of only €39.52 across all campaigns
  • Efficiency for Top-of-Funnel Leads: For valuable content such as the “7-Step Start Plan,” we achieved a CPL of only €17.23.
  • Efficiency for bottom-of-funnel leads: Even with demo requests and direct contact inquiries, we remained significantly below the industry average.

Do you want to know what such a marketing engine could look like for your company? In 30 minutes, we will show you where your biggest levers are. Book an appointment here !

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