Background

Metec, a leader in engineering consultancy, recognised the need to broaden its revenue streams beyond traditional building-services design. Emerging regulations and client demand presented significant growth opportunities in:

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1. Operational Energy Modelling – leveraging digital twins and simulations to optimise building performance.
   
   
2. BER Pathway – guiding clients through stringent Building Energy Rating requirements.
   
   
3. Data Centre Consultancy – advising on high-intensity power, cooling strategies and sustainability metrics.
   
   

To capitalise on these opportunities, Metec partnered with Generate Leads to build a market-ready platform for each new service line and raise awareness among their ideal “bullseye” customers.

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Challenges

• Unclear Service Proposition
  Metec’s expertise was well established, but the precise value-adds and packaging of these three new offerings remained undefined.
  
  
• Target Audience Definition
  It was essential to identify exactly who would invest in advanced energy modelling, BER compliance management or data-centre optimisation - and to tailor each message accordingly.
  
  
• Go-to-Market Readiness
  Metec lacked dedicated digital touchpoints and educational collateral to nurture prospects through a technically driven sales cycle.
  
  

Our Strategy

We embed strategic thinking into every tactical deliverable, acting as an extension of our clients’ leadership teams.

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1. Co-creation Workshops with Senior Leadership
   
   
   • Facilitated deep-dive sessions to define each service’s scope, pricing model and competitive differentiators.
     
     
   • Mapped the decision journey for each bullseye persona: owners, facilities managers and sustainability directors.
     
     
2. Bullseye Customer Profiling
   
   
   • Developed detailed buyer personas per service line, outlining core pain points (rising energy costs, compliance deadlines, cooling inefficiencies) and decision criteria.
     
     
   • Aligned messaging pillars - Optimise, Comply, Future-Proof - to resonate with each persona’s priorities.
     
     
3. Digital Foundation: Bespoke Landing Pages
   
   
   • Designed and launched dedicated landing pages - one per service—optimised for clarity, conversion and SEO.
     
     
   • Integrated interactive elements (ROI calculators, compliance checklists, readiness quizzes) to engage visitors.
     
     
4. Integrated Content Plan & Asset Library
   
   
   • Created a six month content planner featuring:
     
     
     • LinkedIn Newsletters: deep dives on energy-modelling trends, BER regulatory updates and data-centre sustainability.
       
       
     • Carousel Posts & Short Videos: showcasing case highlights, “before & after” energy savings and compliance roadmaps.
       
       
     • Sales Collateral: hard-copy one-pagers and digital brochures for events and client meetings.
       
       
     • Interactive Online Questionnaire: channelled high-intent prospects directly to Metec’s senior consultants.
       
       

Results Achieved

• High-Impact Landing Pages Launched
  Each page drew significantly increased traffic and delivered solid lead-capture performance, quickly becoming a primary source of new enquiries.
  
  
• Enhanced Awareness & Engagement
  
  
  • The LinkedIn newsletter saw substantial subscriber growth and consistently strong open rates, outpacing typical industry benchmarks.
    
    
  • Carousel posts and videos achieved noteworthy engagement, contributing to a marked uptick in followers and social interactions.
    
    
• Robust Lead Generation & Pipeline Growth
  
  
  • The interactive questionnaire generated a healthy volume of qualified leads, many of which progressed to detailed proposals.
    
    
  • Early data-centre consultancy pilots converted into paid engagements, underscoring market demand for Metec’s new offerings.
    
    
• Strengthened Strategic Positioning

Metec is now widely recognised by key clients as a go-to expert in energy modelling, BER compliance and data-centre efficiency - elevating its brand from a generalist engineering firm to a specialist sustainability partner.