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.
The Need for Personalisation 🎯
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 Chabots and Inpage Bots 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.”
