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Digital marketing delivered 156% of target leads, creating €3.4M in pipeline in one year for the #1 industrial SaaS in Benelux and Scandinavia.

To support continued expansion across Europe, a global leader in industrial software turned to Onboard for the execution of a digital campaign targeting two key markets: Benelux and Scandinavia. With ambitious commercial targets and a lean digital stack, the objective was to deliver measurable demand generation through highly focused tactics.


Over a 16-month period, Onboard planned, launched, and optimized localized campaigns that outperformed expectations: delivering 203 MQLs and generating an estimated €3.4M in pipeline opportunity.

  • Highlights
  • 203 MQLs generated, exceeding target by 56%
  • €3.4M in projected pipeline value
  • 79 SQLs (Sales Qualified Leads) and 47 open opportunities
  • Low CPCs: €0.33 (Benelux), €0.28 (Scandinavia)
  • High Engagement rates: 81% in Benelux, 63.3% in Scandinavia

Goal 1

Increase digital visibility across Benelux and Scandinavia to strengthen regional presence.

Goal 2

Generate qualified marketing leads through intent-based search and efficient campaign execution.

Goal 3

Convert interest into pipeline-ready conversations, supporting downstream sales outcomes.

The Challenges

In saturated industrial markets with strong incumbent competition, the client required a precise digital approach that could cut through noise and produce measurable commercial results. Success would depend on speed, regional relevance, and the ability to drive engagement from targeted audiences.

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Onboard executed a regionally adapted digital campaign built around two pillars:

  • UI/UX Driven, Conversion-Optimized Landing Pages - High-performing landing pages were designed, with a strong focus on user experience and conversion flow. Continuous optimization, guided by behavioral insights such as heatmaps, scroll depth, and interaction tracking helped refine structure and content to maximize engagement and form completions.
  • Search & Competitor Keyword Campaigns - Google Ads were focused on high-intent search terms and competitor brand names, capturing attention at the moment of need. While Pmax campaigns helped broaden awareness, search delivered the most qualified leads.

Analytics integrations including Lead Forensics, Hotjar, Google Analytics and Google Tag Manager provided valuable insights, driving iterative refinements throughout the campaign.

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  • Above-target MQL (Marketing Qualified Leads) delivery, with lead volumes significantly exceeding expectations
  • 38.92% conversion rate from MQLs (Marketing Qualified Leads) to SQLs (Sales Qualified Leads) - above the typical B2B SaaS average of 10–20%
  • Highly efficient media spend, with industry-low CPCs across both regions
  • Landing page adopted as a standard asset, becoming the go-to regional page due to its strong engagement and proven conversion performance.
  • Strategic brand visibility is achieved through targeted competitor campaigns, contributing to broader awareness
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ACHIEVЕMENT

A focused digital campaign generated 203 MQLs and delivered €3.4M in projected opportunity value across two regions.

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