Creating desire: Increasing ‘priority product’ leads by 6x.
The brief.
inTank is the UK distributor for Arcus Technologies’ VASA IBC Wash Station, a specialist system for cleaning intermediate bulk containers in beverage and manufacturing environments. While the product solved a clear operational problem, market awareness was extremely limited. Many organisations didn’t know an automated alternative to manual IBC cleaning existed, with manual processes seen as the default approach.
By early 2025, this lack of category awareness was resulting in genuine sales opportunities falling below expectations. The unit cost (£7,000–£20,000+) further compounded the challenge, as early interest often came from businesses without the scale or operational need to justify the investment. The challenge was to educate the market, challenge entrenched behaviours, and create desire from organisations with the scale to invest.
The approach.
We identified early that this was a desire-creation challenge rather than a demand-capture one. We therefore deployed a LinkedIn Paid Social strategy focused on reaching senior operational, engineering, and technical decision-makers within large organisations. The objective was not immediate conversion, but education and qualification – introducing the product, clearly articulating its value, and filtering out low-fit audiences. Messaging focused on efficiency, hygiene standards, and long-term operational savings, reframing the price point as a strategic investment rather than a cost.
Paid activity was supported by a suite of sales collateral designed to compound inbound demand and align the sales experience end-to-end. This included a product brochure to clearly explain the system and an ROI calculator that allowed prospects to quantify efficiency and cost savings relative to manual cleaning. Together, these assets reinforced the paid messaging and ensured prospects moved from awareness to consideration with consistent, value-led information.
The results.
6x increase in enquiries.
inTank generated 20 new enquiries in Q4 alone, compared to a quarterly average of 3 previously.
Strong lead quality signals.
2.4% of clicks turned into leads.
100% of leads became SQLs.
Enquiries quickly progressed into sales-qualified, stemming from optimised targeting and a well-defined ICP.
£137.90 cost per lead.
High-quality enquiries were generated at a commercially efficient CPL for a £7,000–£20,000+ capital investment, validating LinkedIn as a viable demand-creation channel.
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