Case Study: How MSA Safety Generated 42 Qualified Enterprise Sales in 60 Days — 240% Above Target

How MSA Safety Generated 42 Qualified Enterprise Leads in 60 Days — 240% Above Target

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Services: LinkedIn ABM, B2B Demand Generation, Enterprise Segmentation, Performance Marketing

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Overview

MSA Safety is a global leader in safety equipment and solutions, protecting workers in high-hazard industries across more than 140 countries. With a strong brand and institutional credibility, the company's challenge in APAC wasn't awareness — it was converting that authority into a predictable pipeline of sales-qualified enterprise accounts.

Enterprise pipeline generation in industrial B2B requires a fundamentally different approach to digital marketing. Decision-making involves multiple stakeholders, long consideration cycles, and procurement processes that standard lead generation doesn't address.

Digital Squad was engaged to design and deploy a precision ABM strategy capable of reaching enterprise-level safety decision-makers across APAC and converting that reach into qualified sales pipeline.

The Challenge

MSA Safety's existing digital approach faced structural limitations for enterprise pipeline generation:

• General digital activity generating impressions but not qualified enterprise conversations
• Account-level targeting lacking the firmographic precision required for B2B
• Limited data leverage across firmographic, technographic, and behavioural signals
• No structured ABM infrastructure to engage buying committees rather than individuals
• Cost-per-lead optimised for volume rather than sales-qualification quality

At enterprise scale, a single qualified sales opportunity is worth more than hundreds of unqualified leads. The strategy needed to be rebuilt around SQL generation, not lead volume.

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Our Strategy

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1. ICP & Enterprise Account Segmentation

We defined and modelled the ideal customer profile at account level — identifying the firmographic, industry, and behavioural signals that characterised MSA's highest-value enterprise prospects across APAC.

• Industry segmentation across oil and gas, mining, construction, and manufacturing
• Company size and revenue targeting aligned to enterprise procurement thresholds
• Geographic prioritisation across high-density industrial markets in APAC

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2. LinkedIn ABM Deployment

We deployed a LinkedIn ABM framework targeting safety, facilities, and procurement decision-makers at priority enterprise accounts.

• Job title targeting across EHS managers, procurement directors, and C-suite operations roles
• Account-matched audience builds for named target accounts
• Sequential messaging campaigns moving accounts from awareness to active consideration

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3. Cost-per-SQL Optimisation

We restructured campaign measurement around sales-qualified leads rather than raw lead volume — aligning marketing KPIs to pipeline outcomes.

• Lead scoring framework aligned with sales qualification criteria
• Campaign budget concentration on audiences with demonstrated SQL conversion potential
• Ongoing bid and audience optimisation based on SQL conversion data

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4. Pipeline Tracking & Attribution

For a global organisation with complex sales cycles, attribution clarity is essential for investment decisions.

• CRM integration to track lead progression from campaign to opportunity
• Multi-touch attribution across LinkedIn, retargeting, and direct channels
• Executive pipeline reporting connecting marketing spend to sales outcomes

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The Results

Within 60 days of full activation:

• 42 sales-qualified leads generated
• 240% above target
• 47% reduction in cost per lead
• 1.8 million strategic accounts reached

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Impact

• A repeatable ABM infrastructure for ongoing enterprise pipeline generation across APAC
• Sales team capacity optimised by receiving pre-qualified, high-intent enterprise leads
• Marketing repositioned as a measurable revenue driver, not a brand spend function

Why This Matters

In enterprise B2B, pipeline quality is everything. MSA Safety's results weren't achieved by generating more leads — they were achieved by generating the right ones. That's the difference between a marketing campaign and a revenue architecture.

Ready to Engineer Your Growth?

If your enterprise business needs a structured ABM strategy to generate qualified pipeline at scale, let's build yours.

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