A European green hydrogen electrolyzer manufacturer saw an opening in North America. The Inflation Reduction Act was subsidizing green hydrogen production, demand was high, and leads were coming in without much effort. The problem wasn’t pipeline — it was credibility.
The company had little to no brand recognition in the North American market. Their technology, an evolution of one of the original electrolyzer types, was being overshadowed by newer, flashier alternatives that buyers found more compelling. And without a marketing team, there was no one proactively addressing the questions prospective clients had before they ever got on a sales call. They needed to prove not just that they existed, but that they were a reliable, bankable partner worth building a project around.
Two problems compounded each other. First, despite the parent company having North American offices in other divisions, the hydrogen division had essentially no presence in the market. Second, buyer attention was gravitating toward newer electrolyzer technologies, leaving their proven but less glamorous approach fighting an uphill perception battle — without the content infrastructure to fight it.
The strategy ran on two tracks simultaneously.
The first was pure exposure: events, sponsorships, webinars, podcasts, and press releases to get the company’s name in front of the right audiences consistently and in the right contexts. Credibility in a technical market is built through presence over time, not a single campaign.
The second was content depth: white papers, case studies, and executive interviews that proactively answered the questions buyers were asking before they asked them. In a market where projects are large, timelines are long, and switching costs are enormous, buyers need to trust a partner before they’ll engage seriously. The content gave them a reason to.
In six months:
The sales team converted a large lead to a sale on a shortened timeline — the direct result of a prospect who arrived already educated, already convinced, and ready to move.