Canon
How to build a multi-million euro, centralised European GTM strategy backed with customer intelligence.
The Challenge
Schneider Electric wanted to prove that its paid media could drive revenue , not just traffic. Its demand programme had been cyclical: themed bursts of activity built around campaigns rather than an always-on, full-funnel engine. Most of that activity optimised for the top of the funnel, 2impressions, clicks, reach. It looked busy, but it wasn’t demonstrably creating or capturing demand for Secure Power, and it wasn’t tied to pipeline.
Underneath sat a category-awareness gap that many enterprises will recognise. AI infrastructure is being deployed at breakneck speed, and demand for liquid cooling is surging faster than awareness of who provides it. To hit its ambitions, Schneider needed to do three hard things at once:
- Create demand, not just capture it. Close the awareness gap and build mental availability in the fast-moving AI data-centre cooling race.
- Acquire new logos while educating the install base. Win priority NeoCloud accounts while growing Schneider’s liquid-cooling profile with existing traditional Hyperscale and Colocation customers.
- Prove paid media drives pipeline. Shift the whole programme from measuring traffic and engagement to measuring qualified opportunities and revenue.
Paid Media Channels
Google Ads Microsoft Ads LinkedIn Reddit
Regions Managed
United Kingdom France Germany Italy Netherlands Poland Spain Belgium
Target Segments
NeoCloud accounts Traditional Cloud accounts
The Solution
From cyclical campaigns to an always-on demand engine. We built a fully integrated, full-funnel demand-generation strategy for Liquid Cooling, designed to both create and capture demand across the NeoCloud and Hyperscale and Colocation buying groups, and engineered to prove it in pipeline. It was persona-first: distinct journeys for Data Centre Executives, Technical Design & Engineering, and Operations & Facilities, each mapped to the category entry points and pains that trigger a cooling decision.
Three integrated workstreams. An awareness layer to build share of voice, LinkedIn named-account-list (NAL) targeting anchored on the NVIDIA partnership and Motivair acquisition narrative. A demand-capture layer to convert that demand, intent-led search feeding conversion-optimised landing pages, with LinkedIn retargeting driving qualified leads. And an experiments layer run as a Centre of Excellence, testing emerging channels quarter by quarter (Reddit, event surround-sound, CTV, ChatGPT Ads) to find scalable new growth levers.
We rebuilt the search journey. Rather than sending intent traffic to generic corporate pages, we researched buyer keywords and built dedicated liquid-cooling landing pages, a purpose-built home for the campaign that could actually convert. Budget was deliberately weighted to outcomes: roughly half to lead-volume campaigns, with awareness and experimentation splitting the rest.
What we tested and learned. The dedicated landing pages out-convert the corporate website on every ad metric we can measure, delivering a 10× lower cost per lead, so we’re rolling out localised pages across markets to scale lead volume. Google search became the pipeline engine, carrying every opportunity at a 154× in-month ROAS in June. Switching LinkedIn to manual (max CPC) bidding cut cost-per-click by 66–85% and doubled-to-tripled daily reach for the same or lower spend, making the awareness layer efficient enough to scale. And Spain converts fastest, a clear signal to concentrate budget where the funnel is proven.
How we worked with Schneider. Ziggy operated as an extended demand-gen team with a single revenue dashboard as the source of truth, 2 reconciling platform data against CRM so we managed the programme to opportunities and pipeline, not impressions. That shift, from measuring traffic to measuring pipeline, is what turned a traffic-focused programme into a revenue one.
The results
The integrated strategy did what cyclical, traffic-focused campaigns never had: it generated revenue, within the first two months of the campaign going live. Liquid Cooling search created multiple millions of qualified pipeline, at a 40.5× pipeline ROAS year-to-date. Pipeline now comes from multiple markets across Europe, dedicated landing pages cut cost per lead 10×, and the programme has flipped from measuring clicks to measuring pipeline.
The goal was never more traffic. It was pipeline , and intent-led search turned a traffic-focused programme into millions in qualified opportunity.
Results at a glance
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Pipeline ROAS (YTD)
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Lower cost per lead
