Sector: Manufacturing – Advanced Engineering Products and Software

Driving Growth Through Integrated Sales and Marketing Campaigns

Project Focus Areas

  • Increase Brand Awareness within key industries and target accounts

  • Increase Market Penetration by positioning the Drives product range for specification

  • Support Revenue Growth through Lead Generation and Account-Based Marketing (ABM)

  • Improve Efficiency by integrating sales and marketing objectives, processes, and platforms

Project Overview

While leading a major transformation project in the advanced engineering sector, Astrava initiated and managed a UK-to-European campaign that aligned sales and marketing, boosted brand awareness, and accelerated sales growth for a critical product range.

Key Strategic Elements:

  • Sales and Marketing Alignment

  • Market and Gap Analysis

  • Persona Mapping and Value Proposition Development

  • Customer Journey and ABM Strategy

  • Campaign Planning Frameworks

  • Digital Transformation (HubSpot, Nexus, CRM)

  • Communications and Content Strategy

  • Creative Asset Development (videos, landing pages, sales toolkits, PPC/SEO, thought leadership)

  • Personalised Dynamic Content

  • Workshop Facilitation with Stakeholders

  • Team Engagement and Accountability Frameworks

  • Pilot Campaign Development and Optimisation

  • Regional Rollout and Localisation

  • Integration with Global Campaigns

Sales within the Drives product range were in decline year-on-year, while sales managers had been set ambitious targets that required additional support. Many target accounts were not aware that the company supplied this range, meaning they were not being considered during specification processes.

The key issue was visibility and differentiation. Without stronger brand awareness, targeted messaging, and sales support, sales teams were forced into difficult prospecting conversations with little traction. In addition, marketing and sales were not fully aligned, leading to inefficiencies in lead generation, campaign activity, and customer engagement.

The challenge was twofold:

  1. Create immediate brand awareness and lead generation activity in the UK to support sales conversations.

  2. Build a scalable account-based marketing (ABM) framework that could roll out across Europe North, integrating new tools, processes, and global initiatives while embedding sales and marketing collaboration.

The Challenge

Astrava initiated, engaged, and project-managed the programme, translating business unit objectives into joint sales and marketing goals and delivering the campaign in two stages:

Stage 1: Awareness and Lead Generation

  • Defined the product range in scope, mapped personas, created messaging, and articulated USPs and value propositions.

  • Identified target industries and account types to focus resources effectively.

  • Built a communications plan including content assets, sales support toolkits, thought leadership pieces, videos, editorials, PPC/SEO, and a campaign-specific landing page.

  • Launched the campaign with full tracking and optimisation processes in place, setting clear targets for marketing-qualified leads, sales opportunities, quotations, and orders.

Stage 2: Account-Based Marketing (ABM) Framework

  • Developed in parallel to Stage 1, using insights from campaign performance.

  • Introduced digital transformation with new platforms (HubSpot and Nexus) for marketing automation, lead generation processes, and dynamic content creation.

  • Facilitated workshops with sponsors, product managers, regional sales and marketing teams to refine messaging, customer journey mapping, and campaign planning.

  • Delivered persona-specific communications packages, 1:1 assets, and ABM campaign structures.

  • Managed integration with concurrent global projects, including the Factory of the Future campaign and implementation of a new CRM system.

Team Engagement and Delivery

  • Engaged regional managers, marketing teams, and external agencies to create assets, integrate platforms, and align campaigns.

  • Created accountability frameworks and embedded new processes to reduce the sales cycle and strengthen conversion rates.

Our Approach

The project not only delivered immediate results in the UK but scaled into a full European programme:

  • Pan-European Rollout: Expanded from a UK initiative into a project-managed rollout across Europe North.

  • Improved Conversion: Increased opportunity conversion rates of strategic accounts by 30% through stronger engagement and ABM targeting.

  • Reduced Sales Cycle Length: New processes and targeted campaigns shortened the time between lead generation and closed orders.

  • Enhanced Brand Awareness: Target accounts became aware of the Drives product range, positioning the company for specification opportunities.

  • Integrated Sales and Marketing: Joint objectives, shared metrics, and new tools improved collaboration and accountability.

  • Future-Ready Marketing Infrastructure: Embedded new automation platforms and campaign frameworks for ongoing growth.

  • Alignment with Global Campaigns: Supported the Global Marketing team’s parent campaign of Factory of the Future initiative, as well as their recent introduction of a dedicated product marketing team for Drives.

Project Outcomes

Why Astrava? Turning Ambitious Targets Into Achievable Growth

Astrava’s approach ensured this project wasn’t just a campaign, it was a transformation in how sales and marketing worked together. By creating joint objectives, embedding new tools, and aligning processes, Astrava helped the organisation build visibility, accelerate engagement, and improve sales outcomes.

The benefits included:

  • Stronger brand awareness and visibility in key accounts

  • A 30% uplift in opportunity conversion through ABM targeting

  • Shorter sales cycles through targeted campaigns leading to improved customer engagement and faster time-to-close

  • Improved collaboration and shared accountability between sales and marketing

  • A scalable campaign framework for European rollout

  • Future-proofed systems and processes that supported global initiatives

Astrava delivered clarity, structure, and measurable results—turning ambitious targets into achievable growth.

Ready to Align Sales and Marketing for Growth?

If your organisation is experiencing:

  • Declining sales in key product ranges

  • A lack of awareness among target accounts

  • Weak collaboration between sales and marketing

  • Limited lead generation or low conversion rates

…then Astrava can help.

We combine strategic alignment, data-driven insight, and campaign execution to deliver marketing programmes that support sales, accelerate conversions, and achieve growth targets.

Contact Astrava today to explore how we can help you align sales and marketing and deliver measurable business growth.

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Case Study/Manufacturing/Growth