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More than 75 new conversations for Gazpack

800 qualified contacts approached and more than 75 new conversations.

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Gazpack biogas installation

Gazpack builds industrial installations that clean and upgrade biogas. The product was there, but the target group was unclear and enquiries came in only occasionally. We shifted the focus to engineering firms that design installations for multiple end clients and advise on suppliers. That way we targeted the parties that determine the technical solution, before quotes are compared.

  • Audience research revealed relevant sectors and decision roles.
  • Interviews with Gazpack's engineers fed industry pages and campaigns.
  • We built a new website in eleven languages, within the existing marketing hours package.
  • Personal outreach and in-depth visibility reached the same target group.
  • A smart quote form and direct CRM connection supported sales.

A better product does not end up on the supplier list by itself

From livestock farmers to beverage producers: anyone with an organic waste stream could in theory become a client. But their problems, technical knowledge and decision processes differed greatly. Just knowing who produces biogas was not enough to sell in a targeted way.

On top of that, buyers purchased from parties they already knew. For a new project, they asked their regular suppliers for a quote. They did not go looking for an alternative. More findability alone would not break that pattern. Gazpack had to appear earlier in the selection process.

New project
Known suppliers
Comparing quotes
Gazpack left out

Not just finding the user, but the party that decides more often

We enriched audience data with company information and researched which sectors and roles were relevant. This brought engineering firms to the surface that guide complete installation projects and help decide which biogas solution is used.

An end client rarely buys such an installation. A specialist firm advises on multiple projects. That is why we made those firms the primary target group. Not the size of the end client was decisive, but the role of the party that helps choose the solution for different clients.

01

One end client

One occasional installation project.

02

One engineering firm

Guides multiple client projects.

Approach

STEP 01

First capture the technical knowledge, then approach the market

We combined technical documentation and market research with interviews with owner Piet and sales manager Jeroen. This let us map, per sector, which problems occur, what Gazpack solves and how that differs from existing solutions.

That content matrix became the shared foundation for the website, campaigns and articles. An engineer at a beverage producer received information about his own waste stream, from the first message to the matching page. The research also produced new market knowledge: through our analysis, Jeroen discovered an opportunity created by Danish regulation.

Gazpack's content matrix per sector
STEP 02

A completely new website, from three to eleven languages

We replaced the WordPress site with a completely new website built with AI in Lovable. The entire site was rewritten from the content matrix, with dedicated landing pages per industry. All eleven languages were carried through, down to the buttons and form fields.

Not just to attract more traffic, but to address international prospects from their own challenges and in their own language. The build and multilingual rollout fell within the existing monthly marketing hours package, not under a separate website project.

The new Gazpack website
STEP 03

The website helps an engineer evaluate a solution

We replaced general explanations with specialist information: technical specifications, comparisons and questions per sector, fed by the interviews with Gazpack's engineers. This gave the site content that let visitors evaluate the solution and let AI search services answer specific technical questions.

We also built a multilingual biogas calculator based on Gazpack's own specifications and calculations. The website no longer just presented the product, it also offered a tool for in-depth orientation.

STEP 04

The sales calendar determines how many we approach

We set up email and LinkedIn campaigns per target group, sector and country. Responses guided how we sharpened the message and job titles; engineers turned out to be the right entry point. If one contact did not respond, we looked for another relevant person within the same company.

Volume followed Jeroen's follow-up capacity. When his calendar was full of conversations and quotes, we scaled back. When there was room, we scaled up. So we did not steer on as many messages as possible, but on conversations sales could actually follow up.

STEP 05

After the first contact, Gazpack stayed visible

Not every relevant engineer had a project right away. So we connected the personal approach to an in-depth publishing schedule. Jeroen chose the main topics; we developed them into articles and separate posts for Gazpack and for him personally.

We aimed LinkedIn ads at the same target group that had already been approached. The goal was not to turn every connection into an enquiry straight away, but to keep Gazpack visible during a long decision period. The network we built also became an audience for Gazpack's expertise.

STEP 06

Reaching trade fair visitors while they plan their visit

Around trade fairs we saw that search volume for the fair's name peaked on the first two days of the event. We spent most of the ad budget on those days and linked to a Gazpack page with stand information.

The idea: that is when visitors decide what they want to see. On the fair floor, Jeroen heard that people had come across Gazpack online. That is a recognition signal, not a hard measurement of extra stand visits.

Jeroen Rust at the Gazpack stand at a trade fair
STEP 07

From a website enquiry to information sales can work with

Together with Jeroen we built and tested a quote form in which irrelevant questions disappear as soon as the visitor makes choices. The enquiry then contains the technical information he needs to assess the situation. One week after launch, the first completed enquiry came in. We then made the form available in more places on the site.

Behind the website we built a custom management system. Enquiries are stored and sent directly to the CRM, in the required field layout. This replaced the earlier connection through separate plugins with one direct link.

Gazpack's smart quote form
STEP 08

A new market opportunity did not require a new project

When import tariffs made Gazpack more competitive in India, we decided together with sales to aim a campaign there. The audience knowledge, content foundation and website were already in place.

As a result, the lead time from a market signal to a campaign with a matching landing page was around two weeks. Research, content, website and campaigns were not separate assignments with separate handovers, but parts of the same partnership.

Result

From occasional enquiries to a targeted flow of conversations and quotes

The outreach that started in January 2025 stands, at the recorded result, at 800 qualified contacts approached and more than 75 new conversations. In addition, conversations and quote processes are ongoing.

With capital-intensive installations and long decision processes, access to relevant parties also counts. Gazpack can now discuss its solution in a market that usually starts with known suppliers. Underneath sits a lasting structure: a defined target group, an in-depth foundation per sector, a website in eleven languages and campaigns that move along with sales. Gazpack no longer depends only on who happens to find the website.

800+qualified contacts approached
75+new conversations

"A niche market suddenly becomes very accessible worldwide."

Jeroen Rust
Jeroen RustSales manager at Gazpack
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