18 target accounts became a qualified opportunity in eight weeks.
Brave Energy Systems had never run a demand generation campaign before this one. A two-person marketing team, no dedicated sales bench, and their first real test of account-based marketing.
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About Brave Energy Systems
Brave Energy Systems builds technology that separates the regulatory compliance burden from the rest of a network operator’s stack, treating it as its own layer instead of something bolted onto everything else. Growth had always come the old way, through relationships and handshakes at industry events, rather than structured demand generation.
What Brave was up against
Brave had never run a demand generation campaign before this one. Its marketing function was two people deep, built on relationships and event handshakes, with no in-house muscle to run an ABM program end to end and no dedicated sales bench to take meetings forward.
- No prior demand generation program to build on, first ABM campaign the company had run.
- A two-person marketing team with no capacity to run a full ABM program unassisted.
- No dedicated sales bench at the time to take forward the opportunities a campaign would generate.
How xGrowth built the solution
With no existing demand generation infrastructure and a specific, technical audience, the upfront work went into getting the value proposition and target audience right before any creative was produced.
Sat down with Brave's own subject matter experts, not just its marketing team, to understand the Networks segment closely enough to write to it with authority. The value proposition and audience work set the tone for the rest of the campaign.
Built an angle specific to network operators living with constant regulatory reform: separating the compliance layer from the rest of the stack means the next round of change doesn't cost efficiency the way it always has. Backed by a researched industry paper.
A weather barometer sent to key prospects, tied to a "ready for what's coming" theme. Memorable enough that Brave kept reusing the theme on LinkedIn and at events after the campaign ended.
With no deep sales bench at the time, Brave's CEO and a senior product manager took the first prospect meetings themselves, a different signal to send a network operator sizing up a smaller vendor.
What we actually did
A researched industry paper, a distinctive direct mail piece, and executive-led first meetings, rather than volume outreach, matched a technical, conservative audience and a small in-house team.
"The upfront work refining the value proposition and identifying the right audience was fundamental to setting the tone for the campaign and was executed with real depth."
What the campaign delivered
In eight weeks, from a standing start, with no prior demand generation program to build on, the campaign converted more than a quarter of the target list into a held meeting.
What Brave said about working with xGrowth
“For a company of our size like ours, having xGrowth's marketing and sales support was invaluable and made running a campaign like this achievable.”
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