Pipelife is a leading international manufacturer of sustainable piping solutions with operations in 25 countries. With a strong focus on sustainability and minimal environmental impact, Pipelife has installed over 872,000 km of pipe worldwide - enough to go around the world 18 times.
Given the long decision cycle in the piping industry, Pipelife needed to increase brand awareness, educate potential customers and build a strong online presence. Our role was to develop and execute a comprehensive social media and paid advertising strategy that would position Pipelife as a thought leader while engaging its niche B2B audience.
Pipelife's projects involve advanced technology and infrastructure, making it difficult to create engaging, accessible content.
The technical nature of the products required in-depth industry knowledge to create relevant and compelling content.
Large infrastructure projects require significant financial investment and can take years from planning to execution, making immediate conversions difficult.
Unlike B2C marketing, B2B audiences require multiple touch points and consistent, value-driven content before making a decision.
To build a strong foundation, we focused on case studies, industry insights and project updates that showcased Pipelife's expertise. Our goal was to educate the audience while building credibility and trust.
We implemented a content funnel that directed top-of-the-funnel users to detailed project articles on the Pipelife website. This helped increase site visits and organic engagement, while providing valuable information to decision makers.
We developed a LinkedIn and Facebook strategy focused on consistent, engaging content. The content mix included:
To further extend reach, we ran highly targeted paid campaigns that increased Pipelife's visibility among key decision makers in the industry. This approach helped generate direct leads while supporting brand awareness objectives.
Our strategy has delivered visible growth across all key metrics:
"In my experience, it's hard to find a performance marketing company that also understands what a brand needs. aspired. is a fantastic example of professionalism being shown in this area. I’ve worked with aspired. on a few projects and they are always open to new ideas, bringing their experience and expertise where and when needed. aspired team is a joy to work with, always smiling and happy to learn."
Graham Williams
Digital Marketing Specialist at Pipelife
Through a combination of strategic content marketing, paid advertising and community engagement, we helped Pipelife build a strong online presence, grow their audience and generate direct leads - despite the challenges of a complex B2B industry with long decision cycles.
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