Case Study:

Digital scaling for IIoT specialists in the DACH market

The task.

IXON specializes in IIoT and remote maintenance solutions for companies in the mechanical engineering sector. The Dutch company wanted to adapt its strategy for the DACH region and develop and implement targeted messaging and 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 mechanical engineers – and responds to them in a positive way:
  • IT security concerns
  • Falling behind in the digital competition
  • Loss of money due to machine breakdowns
With its simple installation, flexible scalability, and high level of technical expertise, IXON is ideally positioned to support its target group in meeting these challenges. The task now was to make this tangible through clear communication—and , in addition , to establish a scalable digital acquisition process that generates predictable, qualified leads.

The solution.

EPOS developed a comprehensive digital strategy that goes far beyond individual campaigns. The goal was to create an integrated marketing engine that systematically combines visibility, trust, and conversion.
  • Paid media strategy: Using Google, LinkedIn, and Meta Ads, we reached potential new customers throughout the entire funnel—from initial awareness and 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 decision-making processes of the target group. A "7-step start plan for machine connectivity" offered a concrete introduction, while an interactive "remote readiness check" enabled interested parties to self-assess their level of maturity.
  • Segmented email nurturing: Based on the results of the readiness check, leads were automatically divided into three segments (Starter, Explorer, Accelerator) and received relevant content via HubSpot, which guided them step by step toward conversion.
  • Earned media: At the same time, IXON's core topics were placed in relevant trade media through targeted PR measures, thereby extending their reach to the target group in a way that builds trust and brand awareness.

The results.

The strategy has positioned IXON visibly, relevantly, and measurably successfully in the DACH mechanical engineering sector. By combining 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, representing the entire funnel
  • Average cost per lead (CPL) of just €39.52across all campaigns
  • Efficiency with top-of-funnel leads:For valuable content such as the "7-step start plan," we achieved a CPL of only€17.23.
  • Efficiency with bottom-of-funnel leads:Even with demo requests and direct contact requests, we remained well below the industry average.

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