Client Case Study
TotalEnergies ENEOS
Streamlining Lead Management and Driving Long-Term Engagement with HubSpot AutomationAt Glance
18 industry-specific landing pages launched
to drive targeted engagement
35,000 unique visitors
attracted over a span of 6 months
Hubspot
Used Hubspot to set up automated email drip campaigns to foster interest
Newsletters
Wrote and sent out monthly newsletters via Hubspot and followed up with leads
Real-Time Dashboards
40%+ open rates across email campaigns
for over 12 months
Background
TotalEnergies ENEOS is the renewable energy division of TotalEnergies in the Asia-Pacific region, offering solar panel solutions to commercial and industrial businesses. As a global energy giant, TotalEnergies has long been associated with oil and gas which unfortunately is a perception that often overshadows its fast-growing solar energy division.
To support their clean energy positioning in Asia, TotalEnergies ENEOS needed a way to educate, nurture, and stay top-of-mind with businesses throughout what is typically a long and complex B2B sales cycle.
And so, to tackle this challenge, the team at TotalEnergies ENEOS turned to Brew for a complete HubSpot automation solution that could bring clarity, efficiency, and sustained engagement to their solar marketing efforts.
The Challenge
When it comes to selling Shopify solutions, the typical lead generation playbook doesn’t always apply. Unlike traditional products or services, Shopify is a platform solution — which means the potential customer needs to:
1. Perception Gap: Seen as Only Oil & Gas
Despite offering high-quality solar energy solutions, TotalEnergies ENEOS struggled with a perception issue. Many prospects simply didn’t associate the brand with renewable energy which made initial engagement more difficult and often required re-education from the start.
2. Long B2B Sales Cycles with Little Follow-Through
Selling solar solutions isn’t a one-call-close. These are long-term, high-investment decisions involving technical evaluations, budget planning, and ESG alignment. Without a system to nurture leads over time, many early conversations fizzled out before a decision was ever made.
3. Trouble Staying Relevant Through the Journey
TotalEnergies ENEOS knew they needed to stay visible — not just during the inquiry stage, but all the way through the customer’s consideration journey. However, they lacked the content delivery systems and data tracking to do this effectively.
4. Limited Digital Tools for Segmentation and Follow-Up
Previously, all leads were treated the same. There was no way to prioritise high-interest leads, personalise communications by industry, or track meaningful engagement over time. Valuable opportunities were slipping through the cracks.
Our Approach
Brew Interactive developed and executed a comprehensive HubSpot strategy focused on three key goals: automating lead management, delivering high-value content, and making performance visible in real-time.
Industry-Specific Landing Pages to Capture Relevant Interest
Before any outreach could begin, we needed to ensure we were targeting the right businesses — those most likely to benefit from Shopify solutions.
We designed and launched 18 custom landing pages, each tailored to a specific sector — including manufacturing, logistics, F&B, commercial property, and more.
Each page had industry-specific language, visuals, and value propositions, so that prospects instantly saw how solar solutions could address their unique operational needs.
1 of the 18 landing pages that the Brew team created for TotalEnergies ENEOS – note the sharp copy and clear information hierarchy
Why this mattered: A general message doesn’t resonate with a logistics director or an F&B operations head the same way. Tailoring content showed prospects we understood their world — which built trust and significantly improved engagement.
How it helped: The industry landing pages became powerful conversion tools. We linked to them from ads, emails, and chatbot flows — ensuring visitors always landed on content that felt tailored and relevant to their business.
For all of the landing pages that we created, the Brew team ensured that visitors were directed to relevant content and the means to contact TotalEnergies ENEOS
2. Feeding Data Into Our Marketing Automation Tool for Personalised Outreach
Once we had a clean and well-researched list of prospects, the next step was activating that data. This is where our marketing automation tool came into play. It allowed us to reach out to hundreds of prospects in a structured, personalised, and scalable way.
But this wasn’t about sending generic messages to a cold list.
Each Shopify partner had different goals, tone preferences, and customer journeys — which meant we needed flexibility in how we approached outreach.
Campaigns that we created based on the needs of our clients
Customising Outreach Sequences Based on Partner Needs
We worked with each partner to select the outreach sequence that best fit their sales strategy. Some wanted a direct approach highlighting Shopify’s benefits immediately. Others preferred a more educational and relationship-driven sequence.
These sequences included:
- Initial introduction messages
- Follow-up nudges spaced over time
- Value-driven content about Shopify’s capabilities
- Friendly CTAs encouraging prospects to reply or ask questions
The dashboard the Brew team uses to track individual campaigns
Why this mattered: Instead of sending one-off cold emails that are easy to ignore, these sequences allowed us to stay top-of-mind with prospects over several touchpoints — increasing the chances of engagement without being overly aggressive.
Feeding Data Into Automation for Smart Execution
Once the sequence was selected, we uploaded the lead data into our marketing automation tool — allowing the system to handle the time-consuming tasks of:
- Sending messages at scheduled intervals
- Tracking message opens and responses
- Automatically following up with prospects who didn’t reply
This gave our partners a consistent outreach engine running in the background — nurturing prospects while freeing up their time to focus on higher-value conversations.
Outreach message (left) and replies (right) that we crafted as part of our automated lead generation strategy
How it helped: Partners could reach a much larger audience without needing to manually write, send, and track every single message — all while ensuring every prospect received a thoughtful, personalised experience.
The dashboard the Brew team uses to track individual campaigns
3. Monitoring Responses and Engaging Prospects in Real-Time
While automation helped us reach more prospects efficiently, we knew that real relationships and real conversions only happen through human interaction.
That’s why our job didn’t stop once the outreach sequences were set live.
In fact, the most critical part of the process came next: monitoring replies and engaging in real conversations.
Statistics that the Brew team tracked when sending out messages
Actively Managing Responses to Keep Conversations Moving
To make all of this happen, we didn’t just rely on automated messages alone. We customised our marketing automation tool to engage with prospective leads in a more organic, human-like way — long before any reply even came in.
This included actions like:
- Automatically viewing a prospect’s profile
- Liking their recent posts
- Following their activity over time
- And then sending a personalised message after building initial familiarity
Statistics that the Brew team tracked when sending out messages
Why this mattered: These small touchpoints helped warm up prospects before direct outreach — making the eventual message feel less intrusive and more like a natural connection.
How it helped: Instead of feeling like a cold, out-of-the-blue sales pitch, prospects often recognised our engagement beforehand — leading to higher reply rates and more open, friendly conversations right from the start.
The sequence below showcases how we structured our marketing automation system — allowing us to engage with prospects at multiple touchpoints automatically.
From profile views and post interactions to personalised message sequences, every step was designed to warm up potential leads and create a more human, conversational outreach experience at scale.
We set up our marketing automation tool to view profiles, engage with posts, and send personalised messages
4. Systematically Processing Leads
Once prospects began responding, it was just as important to manage those conversations properly as it was to start them.
To keep everything organised, we built a systematic lead management process — allowing us to track every prospect’s status and handle them accordingly.
How the team at Brew monitors incoming leads before passing it on to our partners
This meant categorising leads based on their level of interest or next action required, such as:
- Qualified Lead — Ready for sales conversations
- To Nurture — Not ready yet, but worth staying in touch
- Opportunity — High potential lead showing buying signals
- Unqualified — Not a good fit
- Closed Won — Successfully converted
How our team processed and managed leads that were obtained – note the use of lead status
Why this mattered: It gave complete clarity on where every lead stood — no guessing, no leads slipping through the cracks.
How it helped: Our partners could prioritise their time and resources on the most promising conversations, while our nurturing sequences kept the rest engaged until they were ready.
Results That Matters:
Turning Cold Outreach into Real Conversations
Personalised Messaging at Scale
Custom outreach sequences driven by AI-enriched data increased engagement across all channels.
Conversations That Convert
Human SDRs managed live conversations, building relationships that turned prospects into qualified leads.
Performance at a Glance
Out of the more than 7,000 prospects we’ve engaged through automated multi-channel outreach, here’s what we’ve been able to achieve:
✓ 25% average response rate across all channels
✓ 5% qualification rate, with warm leads handed over to partners
✓ 3% meeting booking rate — with all meetings booked directly by our SDRs
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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