Background:
AbTech Industries, Inc. is an established B2B player in the environmental technology sector with a strong product and deep internal expertise. AbTech needed to activate buying committees within a highly-technical ICP across industries such as municipalities, industrial facilities, transporation, and more. Marketing activity existed, but growth was being held back by undefined objectives, siloed execution, and limited visibility into what was truly driving pipeline and revenue. They needed a connected demand generation system that aligned channels, content, tools, and lead management into a measurable engine, not more disconnected tactics.
The Challenge:
AbTech was doing demand generation, but it wasn’t orchestrated like a system. The results didn't match the amount of effort and activities put in place and a significant long-term change was required.
Key issues included:
- Highly technical and complex ICP with long sales cycles, buying committees ranged anywhere from 4-10+ members with 6+ month long sales cycles
- Unstructured audience and messaging foundation, with valuable knowledge living in people’s heads instead of in repeatable frameworks
- Inconsistent, unoptimized execution across channels like Google Ads, LinkedIn Ads, and Email Marketing that created uneven results and wasted effort
- No unified full-funnel plan to consistently guide ICP to buying, meaning content and campaign execution was random and not mapped to how buyers actually move from awareness to decision
- Measurement & attribution gaps, resulting in difficulty prioritizing the right prospects and reduced confidence in what to scale and what to cut
The Mission:
Sharelitix operated as the demand gen system architect and execution partner across strategy, channels, lifecycle processes, and MarTech + data optimization.
- Build a full-funnel demand gen strategy and operating system.
- Create a repeatable multi-channel engine across content, paid, email, and automation.
- Improve lead quality and sales readiness through lead scoring and lifecycle logic.
- Prove performance with clear KPIs and reporting tied to pipeline and revenue.
- Build a scalable infrastructure to support repeatable process across the full lifecycle.
What We Did:
We built the strategy, operating rhythm, KPI model, and lifecycle mechanics needed to turn AbTech’s marketing into a repeatable demand gen system. This engagement helped shape what later became the Share Pro Blueprint, our repeatable methodology for building and orchestrating full-funnel demand generation systems.
1) Audience, Personas, and Messaging Foundation
We translated AbTech’s internal knowledge into clear buyer personas and messaging direction that could scale across content, campaigns, and sales follow-up.
Delivered:
- Ideal buyer personas with pain points, triggers, objections, and intent signals
- Buyer journey mapping by funnel stage
- Messaging direction + frameworks to drive consistency across channels
2) Full-Funnel Strategy and Channel Orchestration
We designed an integrated plan across channels, aligned to funnel stages and tied to measurable outcomes.
Delivered:
- Full-funnel demand gen strategy doc with stage-based channel plays and journeys
- KPI framework aligned to pipeline and revenue outcomes
- Budget and performance targets by channel to guide prioritization and iteration
- Sequenced roadmap so execution followed highest-impact-first, not randomness
3) Content Engine and Cross-Functional Alignment
We built a repeatable content and campaign engine for AbTech's highly technical ICP by collaborating across Marketing, Sales, Manufacturing, Engineering, and Technology to ensure accuracy, relevance, and consistency.
Delivered:
- Content strategy + editorial calendar
- Multi-format content plan including blogs, webinars, social content, email newsletters, ads, and infographics
- Alignment workflows to turn internal expertise into scalable assets
4) Lead Scoring, Lifecycle Logic, and Automation
We implemented the systems needed to identify sales-ready intent and route leads efficiently.
Delivered:
- Lead scoring strategy + model
- Automated qualification workflows
- Lifecycle + handoff logic & SLAs to improve speed-to-lead and follow-up consistency
- CRM + marketing automation platform optimizations to support full lifecycle processes
5) Full-Funnel Execution and Optimization
We executed, managed, and optimized the demand gen system end-to-end, with channels working together across the buyer journey.
Paid Search: Google Ads (Search + Display)
- Built intent-tiered campaign structure (high-intent vs problem-aware) to align spend to funnel stage
- Allocated a smaller portion of budget (~15%) to problem-aware keyword mining to uncover how the ICP searches before they know the category
- Tightened efficiency through keyword hygiene, negatives, and conversion-focused routing
- Used Display to expand reach and reinforce messaging for retargeting and mid-funnel education
Paid Social: LinkedIn Ads (stage-based sequencing)
- Awareness: in-platform video + single-image ads driving to key pages and industry-specific landing pages to build retargeting pools across LinkedIn and Google
- Interest: utilized retargeting audiences to promote webinars, guides, case studies, and collateral tied to persona pain points and objections
- Consideration: drove high-intent audiences to direct consultation with clear, stage-appropriate messaging
Lifecycle: Email marketing + automation
- Built automated nurture flows by ICP segment and persona to move buyers through the journey
- Ran monthly newsletters focused on timely ICP issues and industry updates to maintain engagement and increase return visits
Conversational touchpoints
- Implemented chat/conversational experiences to reduce friction for high-intent visitors
- Routed conversations into the appropriate lifecycle path and team (SDRs/AEs or Customer Success) so follow-up matched intent and stage
Conversion optimization: A/B testing and funnel improvements
- Ran A/B tests to reduce friction and improve conversion paths across key pages
- Continuously improved handoff and follow-up logic so speed-to-lead supported pipeline outcomes
SEO-driven growth + content execution
- Developed multi-format content mapped to funnel stages (education → proof → action)
- Optimized content and visibility improvements to support demand creation, qualification, capture
Infrastructure: CRM + lifecycle operations
- Salesforce CRM optimization + automation platform optimization to support lifecycle processes with the right objects, workflows, fields, and more
- Lead management protocols and lifecycle handling to keep measurement consistent and sales hand-offs flow clean
- Measurement and attribution hygiene to improve decision confidence (UTM governance, lifecycle definitions, and reporting optimizations)
Strategic Decisions That Shaped the Outcome
These are the architectural decisions that made the work repeatable and scalable, not one-off wins.
- Started with KPI + budget architecture before execution: defined success metrics tied to pipeline and revenue, built channel-level KPIs and targets, then sequenced work based on highest-impact-first.
- Ran integrated campaigns with quarterly themes by ICP segment: aligned messaging, creative, landing pages, and lifecycle touches around one theme at a time so buyers saw consistent, relevant narratives everywhere and improvements compounded each quarter.
- Designed a true full-funnel, multi-role channel model: instead of forcing each channel into one funnel job, we used most channels across multiple stages based on intent, creative, and targeting (awareness → education → capture → nurture). Example: Google Ads wasn’t only "capture" — it also supported awareness via problem-keyword mining (~15% budget) before scaling high-intent conversion once patterns and signals proved out.
- Implemented quality gates to protect sales efficiency: lead scoring + lifecycle logic + sales hand-off SLAs ensured scale increased sales-ready flow, not lead volume noise.
- Built an optimization cadence that compounded results: regular performance reviews, testing, and iteration were built into the operating rhythm, so conversion and efficiency improvements stacked over time instead of resetting every campaign.
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Results:
What this proves: When strategy, messaging, channels, and lifecycle mechanics operate as one integrated system, results compound and become easier to scale with confidence.
+213%
+187%
+112%
+466%
+420%
Let's Build a Demand Gen System You Can Actually Trust
You've tested tools, tactics, and talent. Now it's time to fix the system. We'll help you map it, build it, and scale it—fast.
