Growing Expectations in Digital Channels

Competition in the energy sector is fierce, and customer needs are evolving rapidly. At Keravan Energia, the goal was to meet these challenges by improving lead generation on the website and enhancing the overall customer experience.

Choosing Leadoo – Local Expertise and Strong Support

When exploring different options, Leadoo stood out. Flexible bots, ease of use, and clear reporting made the difference. The fact that Leadoo is a Finnish company with a knowledgeable support team also played an important role.

The implementation was smooth, and Keravan Energia quickly had tailored bot solutions up and running. “Collaboration with the Leadoo team has always been seamless, and support is readily available whenever needed,” Nina says.

More Leads and Higher Conversion Rates

The results became clear shortly after implementation. With Leadoo AI, the number of leads increased and the conversion rate improved significantly. Thanks to the bots, customers now spend more time on the website, get answers to their questions instantly, and the overall quality of feedback has improved.

Less Manual Work – More Time For Customers

With Leadoo AI, lead collection and processing is now largely automated. Leads are directed straight to the right experts, which has reduced manual work and sped up customer service. At the same time, collaboration between marketing and sales has improved, and processes have become more streamlined.

“Clear, measurable results”

At Keravan Energia, well-structured conversation flows have proven effective for both consumer and business customers. The visual, easy-to-read reporting has made tracking and analysis simple.

“I can warmly recommend Leadoo to other energy companies and businesses that want to improve their lead generation and customer experience online. We’ve seen clear, measurable results, and the collaboration has been professional and effortless,” Nina concludes.

The Challenge for Samuel Knight

You know how it feels. Low traffic engagement, stagnant conversion rates, and a website acting more like a digital brochure than a 24/7 lead engine. Addressing these challenges requires fundamentally changing how your site interacts with prospects. For global recruitment company Samuel Knight, that’s both clients and candidates.

We recently sat down with the Head of Marketing at Samuel Knight, Katelyn Young, to discuss their website’s transformation. An existing Leadoo customer, they had launched a new website at the beginning of the year. It needed to work. And they needed a conversion strategy to match.

The outcome? Over the last year, with a new website build in the middle of it all, Samuel Knight achieved a 360% increase in website leads and a 100% uplift in total revenue generated directly from the site.

Converting Passive Visitors into Active Leads

For Katelyn, the goal was to enhance their online strategy from passive information delivery to active user experience (UX) and conversion. Prior to the new website launching, this process had already begun. So let’s go back to the start…

The Initial Problem Set:

Need for Sophistication: They needed a tool more advanced than simple forms, that could easily segment traffic, having recognised that interactive UX was key to winning in the competitive recruitment space.

Low Engagement: Candidates were bouncing quickly without uploading CVs or applying for jobs..

Inconsistent Lead Flow: The Marketing team couldn’t provide a reliable stream of qualified leads to recruiters..

As Katelyn stated: “Before I started, there was no real lead gen from Marketing. I wanted to focus on more of a UX-based conversion tool as this was something that was proving the most effective for users in the recruitment space.”

Partnership + Conversational Marketing = Tangible Impact

Samuel Knight chose Leadoo not just for the technology, but for the partnership. They were helped to build a tailored solution, ensuring the tools looked and acted exactly like an extension of their elite, helpful brand.

For Samuel Knight, this meant custom-designed ‘bots’ (In-page, Visual, and Global) that became the central hub for website navigation and interaction.

The commercial results since Katelynn launched her new website, underpinned by conversational marketing, have been remarkable.

In 12 months:

Website leads grew by 360%.

Revenue from the website increased 100%.

Engagement grew, with 27% of visitors speaking to a conversational marketing tool.

The chat discussions to lead conversion rate was 46%.

More Leads and More Revenue

Achieving 360% in lead growth, and a 100% revenue uplift in 12 months, is transformational. It represents a fundamental shift in business performance.

As Katelyn noted: “Upon launching with our new website, and continuing our journey with Leadoo, we have seen a total lead growth from the website of 360% and a 100% uplift in total revenue generated from the website.”

The website now consistently generates opportunities every single day. Delivering a mix of high-value client opportunities and qualified candidate leads, continually growing their talent pool.

The Real MVP

When asked about the most useful product feature, Katelyn pointed to her account managers, not the technology.

“You know what, this is controversial, I wouldn’t say this is a feature, but a testament to our Account Manager, Gavin. His insights around what is working and what needs looked at is second to none. So, yes the Leadoo platform provides an array of incredible features, but your people are what really makes this special.”

The dedication of the Conversational Marketing Experts is what turns great technology into a game-changing business partnership.

The Challenge for Ubbink

In the competitive B2B landscape, especially within specialised sectors like building technology, the challenge for Marketing Managers often lies in translating general website traffic into concrete, high-quality leads that their Sales Teams can effectively action. This was the exact scenario facing Ubbink, a leader in the distribution of components and systems for building and residential technology.

We sat down with Kjell Teerink and Raymond Bolder from Ubbink to understand how they have fundamentally reshaped their digital lead generation strategy, and significantly improved their Sales pipeline efficiency.

The Challenge of Connecting with Specific Individuals

Ubbink’s website was primarily designed to generate interest through enquiry forms, not to serve as a transactional e-commerce platform. This structure created a common hurdle. They could generate broad enquiries, but lacked the ability to connect directly with specific, influential individuals or companies who were considered ICP.

“We started using Leadoo to solve problems related to lead interactions, especially to connect with specific individuals we considered interesting within the Dutch market,” Kjell explained. The goal was simple but crucial. Make the website an easier, more direct channel to engage with their B2B audience.

Leveraging conversational marketing tools like in-page bots and chatbots, provided an immediate and easy way to achieve these necessary lead interactions without requiring development or change to the site’s core design. It was about creating proactive engagement opportunities right where visitors were consuming content.

Clear Conversion Uplift with Conversational Marketing Tools

The deployment of these conversational marketing tools quickly became apparent, extending far beyond anecdotal improvements. Kjell confirmed a definite improvement in the quantity and quality of the leads generated through the website. This improvement was supported by impressive engagement and conversion metrics across their interactive bots.

The overall engagement generated by their interactive tools showed a dramatic surge.

Over the past year, the Global Chatbot generated an impressive engagement rate of 31.5%. This metric alone points towards a dramatic improvement in capturing visitor attention and initiating a conversation, showing a whopping year-on-year increase of 688% in engagement.

Beyond just engagement, the Chatbot drove conversions. It delivered a 6.4% conversation rate. This represented an uplift of 233% in conversions over the past 12 months.

Furthermore, the dedicated Visual Bot, used strategically on key pages, generated an even higher level of interaction, achieving a 65% engagement rate. This performance underscores the power of tailored, context-specific interactions in prompting user response.

Identifying and Prioritising High-Potential Leads

Another feature used extensively by Ubbink is company tracking. 

This, combined with high-potential lead identification, allows the team to track specific persona activities and gain in-depth views of their website journeys.

“Leadoo has helped in lead identification, allowing us to assign higher priority to high-potential leads within certain contact forms, ensuring our internal sales department focuses their time and resources effectively,” Kjell noted. This strategic prioritisation leads to more effective outbound calls and emails, and a direct and measurable impact on Sales productivity.

Leveraging Key Features and Future Development

The consistency and reliability of the identification features have made them indispensable. Kjell identified company tracking as their current favorite and most consistently used feature. They are currently increasing its use to confirm, for example, whether companies in the installation sector are engaging with content focused on product regulations, which indicates immediate project relevance, rather than just general educational services.

The conversational marketing tools are driving significant lead volume. The In-Page bot on their ventilation advice page, which offers in-depth product information, drove 32% of all leads over the past 12 months.

The team has also started exploring advanced features like the Leadoo AI tool. Despite initial skepticism, internal testing yielded positive feedback, with Kjell noting they “found its accuracy pleasantly surprising.”

From Contact to Conversion

Ubbink’s case study provides clear evidence for Marketing Managers that significant lead generation improvement doesn’t always require tearing down the existing website architecture, or committing to conversion rate optimisation tactics that can take months to gain any statistical significance.

By strategically adding interactive, conversational marketing tools, Ubbink has solved their lead interaction problems, moved beyond general contact forms, and successfully connected with specific individuals and high-intent companies in the Dutch market. 

The result is not just more leads, but a clearly defined, prioritised, and highly actionable Sales pipeline, backed by impressive metrics like the 233% conversion uplift. 

The Need for Personalisation

WB Power is a critical power supplier across the UK, who have scaled rapidly in the past 5 years – growing from approx £25m to £200m revenue. 

We sat down with award-winning Head of Marketing, Robb Shingles, to discuss this incredible growth; how digital marketing has helped fuel it; and how Leadoo is being used to improve the quality and quantity of leads.

For Robb, the growth of WB Power and its marketing function are interlinked. Yet he explains that even though they built a consistent traffic engine through their website, investment was needed to continue improving digital results:

“I started in 2020 as our only in-house marketer, with basically everything outsourced. As we’ve taken off, we have tried to bring more of the marketing functions in-house, especially as we invested heavily in our website, SEO, PPC and referral traffic.”

“This proved very successful, but by 2024 we reached a sort of impasse. We were getting good stable results from the site, but lead generation targets were also scaling with business growth. So we shifted focus towards giving users more of a personal touch, helping them along their conversion journeys, and better qualifying leads. That’s where Leadoo came in.”

The Results

WB Power implemented Leadoo on their website in July 2024. Six months later, it had already paid for itself 27 times over in won revenue. 

In that time, closed leads that converted through the Leadoo bots onsite, were worth almost £500k. 

WB Power implemented a mix of ChatBots and InpageBots throughout their site during their onboarding stage with Leadoo. These were not only designed to answer user questions and capture leads, but also to pre-qualify enquiries that were coming through. 

For Robb, the qualification and quality of leads has been just as important as the raw number of site enquiries. And has brought tangible UX benefits too:

“We realised quickly we could qualify the customer enquiry from our side, but from their side, that level of personalisation where you help them find the right answer and you’re asking them the right questions, reassures users that you’re an authoritative business.”

“It becomes mutually beneficial. We’ve obviously seen great results in lead generation, but also in our space, we’re dealing with such a broad spectrum of potential users. If someone comes from a top-of-funnel keyword like ‘Generators’ – engaging them in a website conversation is the only way to determine exactly what they are looking for.”

Conversational tools like this drive leads directly into Salesforce via a Leadoo integration. So sales team members can see where leads have come from, what qualification criteria they’ve met, and where on the site they converted. Making life far easier, and negating the need to manually qualify leads during follow up calls – as was being done before. 

What’s Next for WB Power & Leadoo

Even though these tools have streamlined the sales process and driven tangible ROI, the company are not done scaling personalisation and conversational marketing. Perhaps unsurprisingly, AI will likely be at the heart of this. As Robb explains:

“We are looking at Leadoo AI as an option to deliver the kind of personalisation we have so far, at greater scale. We want to be able to give individual users recommendations and experiences that match their interest, and given how many more people are coming to our site in recent years, AI is the mechanism to deliver this.”

“We also want to deliver greater personalisation for our own sales team. We’re exploring how to better utilise Company Identification data with our Account Manager Alex, and the goal is to provide our reps much greater visibility on what their prospects are looking at, or even discussing with AI tools about, on the site.”

For Alex Bearman, this continued development together is extremely rewarding:

“We really enjoy working with Robb and the team, because they are happy to try different approaches, while being so focused on delivering ROI and good results.”

“With the figures from Robb, we’re able to see exactly what the different bots have delivered. Not just in terms of leads but revenue to the business. This enables us to continue optimising them even more, and to measure the impact of new tools we might introduce like AI. It’s been great to see the lead generation results scale up with the site growth that WB have driven, and we fully expect that to continue as we keep delivering more personalised experiences across more website pages.”