Aquion Energy: Scaling a Manufacturing Startup Pipeline From $0 to $5M

Discover how Aspire's leadership took Aquion Energy, a company whose lead investors included Bill Gates and Kleiner Perkins, from no sales pipeline to over $5 million.

Discover how Aspire's leadership took Aquion Energy, a company whose lead investors included Bill Gates and Kleiner Perkins, from no sales pipeline to over $5 million.

Introduction

Aquion Energy was a company that developed and manufactured advanced sodium ion batteries for energy storage systems. The company was founded in 2008 and was based in Pittsburgh, Pennsylvania. In total, Aquion raised over $182 million USD, with lead investors including Kleiner Perkins & Bill Gates.

Its product, a proprietary battery chemistry known as Aqueous Hybrid Ion, was so unique at the time because all of the components were made of safe, renewable ingredients, like saltwater and carbon.

aquion-salt-water-batteries-how-well-do-they-work

Problem

Aquion was in the process of scaling its manufacturing for its new Aqueous Hybrid Ion (AHI) battery technology. The company was shifting from R&D to rapid commercialization after closing a massive fundraising round.

With significant hype surrounding the product and pressure from investors, Aquion needed a methodical demand generation engine to drive massive growth.

Solution

We brought a customer-first approach to Aquion's sales and marketing. With 67% of the modern B2B buying process being done online, our strategy involved standing out from the competition by having a robust digital presence.

We created rich buyer personas, deeply rooted in our customer understanding.

From those personas, we focused on creating content for every step of the buying process. From blog posts to white papers and case studies, and everything in between, Aquion became recognized as an industry leader in content creation.

Finally, we built robust marketing automation and leveraged paid channels to deliver this content in a personalized way, at the right place and right time, to our buyers.

The end result was a best-in-class demand generation engine that continues to be lauded in the Tech Manufacturing space to this day.

Results

Supporting Aquion's commercialization efforts, our team helped deliver:

  • $5 million in pipeline (built from $0)
  • 300% increase in quarterly leads generated
  • 180% increase in monthly website visits
  • Up to 270% increased followership on social media channels

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