Expro Octopoda

1 minute

Taking Octopoda™ from the lab to qualified pipeline.

How a content-led campaign launched a breakthrough well intervention technology and doubled Expro's sales pipeline in nine months.

989,000

LinkedIn impressions

128

sales qualified leads

3,190%

return on ad spend

Years in development. Now it needed an audience.

Expro had spent years developing Octopoda™, a unique well intervention system engineered to maximise well production, extend asset lifecycle and optimise plug and abandonment operations. With the technology finally at commercialisation, the challenge shifted from engineering to marketing: how do you introduce a genuinely novel product to an industry that moves on proof, not promise?

A webinar at the centre. Content that kept working long after.

The target audience of well engineers, procurement specialists, technology experts and C-suite executives in the global energy sector required more than awareness. They needed to understand the technical case, see Expro's credentials, and be moved from interest to active sales conversation. The goal was to grow the Octopoda™ sales pipeline substantially.

Fifth Ring devised and delivered a content-led campaign built around a flagship webinar, giving Expro's personnel the platform to introduce Octopoda™ directly to its target audience, demonstrate technical credibility, and answer the specific challenges the product was designed to solve.

A phased LinkedIn advertising campaign drove registration and awareness across the campaign lifecycle: teaser content built anticipation, generic product messaging established the value case, and webinar-specific creative converted intent to attendance. Campaigns were tracked end-to-end through their CRM, with Fifth Ring supporting setup and email template development. Webinar content was repurposed systematically post-event to extend the campaign's working life.

A pipeline that doubled.

The LinkedIn campaign alone generated 989,060 impressions and 4,115 clicks at a 0.42% click-through rate. Across the campaign, 128 sales qualified leads were delivered, each tracked and attributed through their CRM.

But the pipeline impact was the headline result. In nine months, the Octopoda™ sales pipeline saw a 110% increase driven directly by campaign activity. Perhaps most significantly, the campaign opened connections and opportunities in markets Expro had not previously reached.

The 3,190% return on ad spend exceeded all initial expectations, demonstrating that a focused, technically credible content campaign, built around a clearly defined audience and a genuinely differentiated product, can deliver outsized commercial returns.

"It exceeded our expectations in terms of generating qualified leads, increasing the sales pipeline, and opening new market opportunities. The strategic approach, creative content, and targeted audience segmentation were instrumental in its success."