Case Study

Challenge / Objective

SkyGeo already held 69 Australian mining accounts and 166 leads in its CRM, but had no focused plan to turn them into sales conversations. The objective was a campaign that would win the backing of the head of mining sales and convert existing records into site conversations, without relying on paid media.

Workstreams

• Built the campaign around one clear offer, a “before-the-wet” movement review of a single site, and one message: “The ground moves 24/7. Which movement matters at your mine?”

• Positioned SkyGeo against competitors selling millimetres of precision by focusing on which movement a mine should act on.

• Segmented the CRM into eleven cohorts, from current clients and open opportunities to named prospects, cold records for requalification and partners, each with its own sender, ask and number of touches.

• Planned a 12-week email and LinkedIn programme, including 30 LinkedIn posts in six series.

• Specified an Australia-specific mining landing page with regional entry points, proof points and a short form designed to qualify and route enquiries rather than collect unnecessary data.

• Wrote a 17-slide deck for the head of mining sales that tied every target back to real CRM lists and asked sales for five clear decisions.

• Used Claude and ChatGPT to draft strategy, copy and slides, then edited out generic language and anything that could not be supported.

Results

• A complete, launch-ready campaign pack: strategy, sales deck, landing page design, segmented email sequences and LinkedIn plan.

• Targets proposed from real data rather than aspiration: 25 site conversations and 6 new qualified opportunities, for agreement with sales.

• A repeatable model for account-based regional campaigns in other mining markets.

Bottom Line

Good campaigns often start with data the company already owns. By pairing one specific offer with honest, CRM-based targets, this plan gave sales a reason to back it and a clear way to measure it.