How I Scaled B2B Lead Generation for Certrec in the Energy Compliance Sector

Certrec, a leading compliance and SaaS solutions provider for the U.S. energy sector, needed a smarter way to generate leads from utility companies, plant operators, and regulatory decision-makers. I developed and executed a B2B performance marketing strategy across LinkedIn, Google, and email automation, focusing on lead magnets, event promotions, and executive-targeted messaging. The result? A 3x increase in qualified leads, better cost-per-lead efficiency, and a pipeline filled with the right kind of prospects.

Service Areas:
✅ LinkedIn Ads Strategy
✅ Google Search & Display Campaigns
✅ Funnel-Based Landing Pages
✅ Lead Magnet Promotion
✅ Email Automation
✅ CRM Integration & Tracking

📌 The Challenge

Certrec serves a niche but highly regulated industry: nuclear, renewable, and fossil energy providers in the U.S.

Their goals:

  • Generate qualified sales leads from utility executives and compliance officers
  • Promote whitepapers, webinars, and compliance reports as lead magnets
  • Position Certrec as a trusted thought leader in regulatory compliance
  • Lower Cost Per Lead (CPL) while maintaining quality
  • Create clear attribution across paid campaigns and inbound efforts

🧠 My Approach

I crafted a multi-channel B2B lead generation strategy tailored to Certrec’s industry tone and buying cycle.

Here’s what I did:

  • Built LinkedIn ad campaigns targeting job titles like Compliance Manager, Energy Officer, and Plant Director
  • Developed pain-point-driven ad copy with strong CTA magnets: “Download Compliance Checklist,” “Join Webinar,” etc.
  • Set up Google Search campaigns focused on NERC, FERC, NRC-related terms with industry-specific landing pages
  • Implemented drip email sequences to nurture leads post-download
  • Created campaign dashboards for MQL vs SQL analysis, synced with CRM
  • A/B tested gated content pages to improve download rates and reduce drop-offs

📈 The Results

  • 💼 3x increase in qualified B2B leads in under 90 days
  • 🎯 Reduced Cost Per Lead (CPL) by 41% on LinkedIn
  • 🧠 Achieved 25% email open rates and 11% CTRs in post-lead nurture flows
  • 📊 Built a full-funnel tracking system that helped Sales prioritize leads by engagement
  • 🤝 Strengthened brand authority through consistent thought-leadership content amplification

🗣 What the Team Said

“This was the first time our marketing actually aligned with sales. We were getting decision-makers — not random form fillers. The strategy was tight, the execution even better.”
— Director of Sales, Certrec

💡 Key Takeaway

In B2B marketing, success comes from precision and patience.
By focusing on industry-specific messaging, high-value content, and smart targeting, I helped Certrec drive real business leads — not just vanity metrics.

📍 Looking to scale qualified B2B leads for your SaaS or service business?