ELGi Equipment. ₹9.60Cr+ B2B pipeline. ₹36L in spend.
An established sales operation. Accelerate the digital layer.
ELGi Equipment is a global industrial equipment brand with an established sales operation. They already had active business across international markets with existing revenue. The objective was not building from zero but accelerating their international digital presence, specifically generating a structured B2B pipeline of qualified decision-makers across Malaysia, South East Asia, and global markets, and building brand authority that would support the sales team's outreach.
Two layers. One reinforcing engine.
I built a two-layer approach. LinkedIn served as the direct pipeline channel, targeting Procurement Directors, Operations Heads, and C-suite decision-makers by exact job title and industry across specific international markets. YouTube and Twitter served as the brand authority layer, building a subscriber base and high-intent impressions among the same professional audience so that by the time LinkedIn outreach landed, ELGi was already a recognised name. The platforms were engineered to reinforce each other, not run independently.
Four platforms. One coordinated funnel.
LinkedIn campaigns targeted verified decision-makers with authority to sign contracts. YouTube content built category leadership and subscriber base. Twitter amplified brand narrative in industry conversations. Meta handled retargeting and awareness amplification across the funnel.
$1.16M+ pipeline. 12x organic search lift.
ELGi Equipment had an established sales operation prior to this campaign with existing revenue inside. The pipeline figure below reflects the total qualified pipeline generated or advanced through the paid campaign period.
The strategic takeaways.
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