Challenging the status quo to drive demand and power leads

Challenge

Buyers were faced with options that all sounded and looked the same. Competitors relied on similar product features, photos, and statistics. The result was marketplace parity, and a wide-open opportunity for Ampd to rise above the noise.

Rather than call attention to competitors with direct challenges, Ampd opted to stand apart by focusing on the positives and engaging through end-user benefits and masterful use of media to create a pipeline of high-quality leads.

Solution

Ampd’s creative shifted to a completely atypical illustrative look and feel as well as simplified voice. Keeping end-users happier and healthier on worksites would not only increase demand for the product category, but it would further raise awareness and consideration for Ampd among site managers and rental company operators. The end result would ultimately generate an increase in buyer-ready leads and pipeline.

The techniques and channel mix were predicated on specific audience segments for both earned and paid media efforts.

Leads were captured from a variety of sources, both from the Ampd website and in-platform sources (LinkedIn, Meta, etc.) and funneled directly into HubSpot for quality assessments and nurturing. Within HubSpot, we created a series of automatic rules to help weed out unqualified leads, so the sales team didn’t have to. Similar automations were established and fine-tuned as the program progressed to improve lead quality and standardized how sales reps would capture pipeline activity.