65+
Qualified MQL's generated
8 weeks
Brief to delivery
3x
LinkedIn engagement rate
Mining technology decisions don't happen quickly. They happen after months of research, peer conversations, and vendor scrutiny, often long before a sales team gets involved.
DyFlex Solutions had spent years building a strong reputation as a trusted SAP implementation partner for large-scale mining operations. Their expertise was genuine, their client outcomes were strong, and their referral pipeline was delivering consistent business.
The opportunity was to reach the senior decision-makers who hadn't yet heard of DyFlex through their existing networks. IT executives and finance leaders researching enterprise technology solutions long before a shortlist is formed. DyFlex wanted to extend their proven reputation into earlier-stage buying conversations, where most of the decision-making actually happens.
The pipeline relied on relationships. But relationships don't scale. Content does.
When we started working with DyFlex, we ran a discovery process focused on one central question: how do senior mining and finance executives actually make decisions about enterprise technology? The answer was clear. These buyers don't respond to feature lists or capability statements. They respond to perspective. They want to know that a vendor genuinely understands the operational realities of their industry before they'll even consider a conversation.
DyFlex's real strategic asset was the depth of their thinking about the industry problems their clients face, the kind of perspective that comes from years of working inside large-scale mining operations. The opportunity was to translate that expertise into content that could reach buyers earlier in their research process, before a shortlist had been built.
Mining IT executives don't download vendor content, they download industry intelligence. The campaign had to feel like a resource — not a sales asset.
At the heart of the campaign was a gated eBook: The ELT Handbook: Beyond Breaking Ground. Rather than promoting DyFlex's capabilities, it addressed the real operational pressures facing mining leaders. The framing was deliberately editorial, not promotional.
The eBook was designed to match the calibre of its content, professionally structured with infographics and a layout that made complex information immediately digestible. Alongside it, a frictionless, mobile-optimised landing page with a single conversion goal: capture the lead without making the buyer work for it.
We ran a segmented LinkedIn campaign targeting mining IT executives, finance leaders, and operations managers across mid-to-large mining operations. Ad creative and copy were A/B tested throughout, with optimisation focused on lead quality rather than raw click volume, because in this market, the wrong 1,000 leads is worse than the right 10.
More MQLs than all other digital activity combined in the previous quarter
Strategy, content, design, development and campaign launch all within a rapid timeline of two months
A/B testing improved click-through quality consistently over the campaign period
The 65+ leads represented something more significant than a number. They were marketing-qualified contacts from exactly the right seniority level decision-makers who had already engaged with DyFlex's thinking before a sales conversation had even started.
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