The challenge

• A universe of 50 accounts and 56 sites - each one decisive. Miss one DMU, and the FID slips.
• Move steel, cement and chemical giants from ‘watching’ to commercial commitment on Delta Rhine Corridor, Delta Schelde CO₂nnection and Aramis.
• Clicks, impressions and bounce rates are noise here. The only metric that matters is account penetration.
• The market hesitates - ETS uncertainty beyond 2038, immature policy, an unproven CCS value chain. We had to make the case undeniable.

Our approach

We don’t chase a market. We surround every decision-making unit, one concept, one media plan, across three countries.

• Strategy & ABM  Surgical 1:1 and 1:Few account-based marketing. Every account tiered on strategic weight and CO₂ volume; every DMU of 6-10 (Plant Managers, CSOs, CFOs, Public Affairs) mapped and enriched.
• Narrative & positioning CCS reframed as the inevitable, bankable route - with Gasunie as the trusted midstream single entry point. Message sequenced from category conviction to deal-specific intent across the buying journey.
• PR & political influence  Earned media and thought leadership around every CCS milestone, public-affairs pressure on policymakers in DE, BE and NL, and consortium credibility (Fluxys, OGE, Gasunie) built into the story.
• Digital & engagement  LinkedIn, landing pages, webinars and podcasts with international CCS authorities. Account-based advertising on all 56 sites via Matched Audiences - high-value assets traded for owned, opted-in contact.
• Performance & media  Programmatic, PPC, paid social and DOOH/OOH across the industrial clusters (Ruhr, Antwerp/Ghent, Zeeland, Chemelot). Measured relentlessly: acceptance rate, reply rate, >3% CTR, improving every month.

The outcome: account penetration, not leads

100% Tier 1 DMU identified

>60% Tier 1 DMU engaged

4x touchpoints / account / month

<24h BD follow-up on every opt-in

But penetration numbers only tell half the story.

What we delivered

• From anonymous market to owned DMU database - new stakeholders surfaced for every negotiation round ahead.
• Junk traffic stripped out: only the IPs and Matched Audiences of the 56 sites count.
• Accounts visibly advancing: Unaware → Exploring → Feasibility → Commercial Negotiation.
• Digital-to-offline handoff: every opt-in and reply worked by Business Development within 24h.
• One orchestrated wave across five channels - ABM, PR & public affairs, events, LinkedIn, DOOH/OOH.

The real edge

We don’t buy reach. We win the accounts - the DMUs that can actually sign the FID.

Marketing, public affairs, sales and business development fused into one engine: a volume-weighted pipeline of MoUs and launching customers, pointed straight at a positive Final Investment Decision.