18 target accounts became a qualified opportunity in eight weeks
Brave Energy Systems had never run a demand generation campaign before this one. A two-person marketing team, no dedicated sales bench, and their first real test of account-based marketing.
In Ceri’s words
Video, 7:17
“For a company of our size like ours, having xGrowth’s marketing and sales support was invaluable and made running a campaign like this achievable.”
About Brave Energy Systems
Brave Energy Systems builds technology that separates the regulatory compliance burden from the rest of a network operator’s stack, treating it as its own layer instead of something bolted onto everything else.
Growth had always come the old way, through relationships and handshakes at industry events, rather than structured demand generation.
- Industry
- Energy network technology
- Region
- Australia
- Company size
- Two-person marketing team, no dedicated sales bench at the time
- ABM type
- 1:Few ABM, single segment
- Campaign duration
- Eight weeks, 22 Sep to 14 Nov 2025
- Target accounts
- 18 accounts in Brave’s Networks segment
The challenge
Brave had never run a demand generation campaign before this one.
Its marketing function was two people deep, built on relationships and event handshakes, with no in-house muscle to run an ABM program end to end and no dedicated sales bench to take meetings forward.
- No prior demand generation program to build on, first ABM campaign the company had run.
- A two-person marketing team with no capacity to run a full ABM program unassisted.
- No dedicated sales bench at the time to take forward the opportunities a campaign would generate.
How we built it
With no existing demand generation infrastructure and a specific, technical audience, the upfront work went into getting the value proposition and target audience right before any creative was produced.
Deep dive discovery
Sat down with Brave’s own subject matter experts, not just its marketing team, to understand the Networks segment closely enough to write to it with authority. The value proposition and audience work set the tone for the rest of the campaign.
Messaging and content development
Built an angle specific to network operators living with constant regulatory reform: separating the compliance layer from the rest of the stack means the next round of change doesn’t cost efficiency the way it always has. Backed by a researched industry paper.
Direct mail with a distinct theme
A weather barometer sent to key prospects, tied to a “ready for what’s coming” theme. Memorable enough that Brave kept reusing the theme on LinkedIn and at events after the campaign ended.
Executive-led sales meetings
With no deep sales bench at the time, Brave’s CEO and a senior product manager took the first prospect meetings themselves, a different signal to send a network operator sizing up a smaller vendor.
What we actually did
A researched industry paper, a distinctive direct mail piece, and executive-led first meetings, rather than volume outreach, matched a technical, conservative audience and a small in-house team.
- Subject matter expert interviews
- Researched industry paper
- Direct mail (weather barometer)
- Executive-led first meetings
What the campaign delivered
5 meetings
held from 18 targeted accounts, 6 booked, against a target of 4.
1 qualified opportunity
generated from the campaign, against a target of 1.
8 weeks
from a standing start: the first ABM campaign Brave had ever run, with no prior demand generation program to build on.
“The upfront work refining the value proposition and identifying the right audience was fundamental to setting the tone for the campaign and was executed with real depth.”Ceri Bennett Marketing Lead, Brave Energy Systems
More results like this
MOQdigital
$1.2M pipeline
in the first four weeks, and 26 meetings from 100 accounts across the campaign, more than double the KPI.
7 buying centres
mapped inside Telstra, 4 engaged within three months and a tender by month nine.
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