ENTERPRISE DEFENCE / GLOBAL ABM CAMPAIGN

AUSTAL (WA)

Australian shipbuilder expanding global defence and commercial vessel enquiries through whitepaper funnels, LinkedIn ABM, and technical SEO for enterprise procurement audiences.

📌 Company Snapshot

Industry: Defence & Commercial Shipbuilding
Audience: Defence Procurement & Maritime Enterprises
Market: Global
Goal: Increase enterprise vessel enquiries

Long enterprise sales cycles
Highly technical buyer audience
Limited inbound global lead flow
Underdeveloped ABM strategy

🚧 Challenges & 🧠 Strategy

Challenges

Complex procurement processes
High-value but low-volume opportunities
Technical messaging required
Global competition for contracts

Strategy

Whitepaper downloads (Naval Capability Overview)
LinkedIn ABM targeting defence procurement officers
SEO for “aluminium naval vessel manufacturer”
Industry-specific landing pages

📈 Results (11 Months)

Qualified enterprise enquiries: +34%

Whitepaper downloads: +82%

Cost per enterprise lead: -21%

Pipeline expansion: 3 new global regions

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