How Gasco Colombia Generated 120 High-Intent Industrial Opportunities Through Demand Generation
Gasco Colombia + Castleberry Media. A predictable demand generation engine for industrial markets — replacing product-first messaging with a buyer-focused resource that attracted, educated and qualified prospects over 18 months.
Qualified industrial leads generated
Campaign duration (ongoing)
Monthly lead objective achieved
Executive summary
A predictable demand generation engine for industrial markets.
Gasco Colombia was looking for a scalable way to create new business opportunities in the industrial market. Traditional lead generation approaches could generate contacts, but they did not always identify companies with the right profile or an active need for LPG solutions.
Together with Castleberry, Gasco developed a demand generation program designed to attract, educate, and qualify industrial prospects through content. The approach replaced product-first messaging with a buying resource focused on a specific operational challenge faced by potential customers — “How to Choose an LPG Supplier in Colombia.”
Over an 18-month period, the campaign generated 120 high-quality leads, consistently meeting monthly lead generation objectives — demonstrating how audience precision, buyer-focused content and continuous demand generation can create a reliable source of qualified B2B opportunities in industrial markets.
The challenge
Reach decision-makers already evaluating options.
Industrial purchasing decisions involve multiple stakeholders, technical requirements and long evaluation cycles. For companies selling solutions such as industrial energy services, reaching the right audience requires more than generating awareness.
Marketing teams need to identify organizations that operate in industries with relevant energy requirements, have operational needs aligned with the solution, and are actively researching suppliers or evaluating alternatives. Traditional product advertising often reaches prospects too early — before there is commercial intent.
How can a B2B campaign attract decision-makers who are already considering their options?
The engagement
A buying resource, not a product pitch.
Gasco Colombia partnered with Castleberry Media to create an always-on lead generation program designed to attract qualified industrial prospects. Rather than positioning Gasco as simply a provider, the campaign helped prospects understand the criteria they should consider when making a supplier decision.
Campaign objective
Generate a consistent flow of qualified leads from companies matching Gasco's target audience. Unlike campaigns optimized for lead volume, success was measured by audience fit, professional relevance, and demonstrated interest through consumption of bottom-of-the-funnel content.
Target audience
Castleberry targeted operational and purchasing decision-makers across Colombian industries with significant energy requirements.
Industries
Decision makers
Strategic approach
Three principles behind the engine.
Principle 1
Capture demand, don't just create awareness
The campaign focused on a bottom-of-the-funnel asset: “How to Choose an LPG Supplier in Colombia.” The content addressed a specific business need — understanding how to evaluate suppliers — allowing the campaign to attract prospects closer to a purchasing decision.
Principle 2
Let content qualify the audience
The guide acted as a natural qualification mechanism. A person downloading general industry content may have limited commercial intent. A person downloading a guide about choosing an LPG supplier is demonstrating a much stronger signal. The content helped filter interest before sales engagement.
Principle 3
Build a continuous acquisition channel
Industrial purchasing decisions often involve long evaluation cycles. Companies may research alternatives, compare suppliers, and define their requirements months before contacting a provider. Instead of running an isolated lead generation initiative, Castleberry developed an always-on demand generation program that continuously attracted and engaged industrial prospects — building a consistent flow of qualified opportunities month after month.
Results
18 months. 120 qualified leads. Zero missed objectives.
Campaign duration (ongoing)
Qualified leads generated
Lead objective achieved every month
Every lead generated was evaluated against Gasco's ICP and counted only if it matched the target profile. To be considered a qualified lead, companies had to meet four key requirements: relevant decision-maker roles, target industries, company size based on number of employees, and the appropriate geographic location. Leads that did not meet these criteria were excluded from the campaign results, ensuring performance was measured based on real potential customers rather than volume alone.
Beyond lead volume, the campaign helped identify high-potential opportunities for Gasco's sales team. In the third month of the program, one of the generated prospects represented a significant commercial opportunity, with the potential to contribute approximately 80% of the company's monthly sales target for the initiative — demonstrating the value of a continuous demand generation channel capable of identifying companies with a real business need.
Key insights for B2B marketers
What this program proved.
The right content can qualify prospects before sales involvement
Not all leads have the same commercial value. Content designed around an active buying decision naturally attracts prospects with stronger intent.
Bottom-of-the-funnel content can work beyond traditional conversion points
Many companies reserve BOFU content for late-stage sales conversations. This campaign demonstrated that BOFU assets can also become powerful demand generation tools when promoted to a precisely defined audience.
Industrial markets require precision, not volume
Complex B2B industries do not benefit from maximizing reach. Success depends on reaching the professionals responsible for operational decisions and attracting companies with a real business need.
Consistency compounds over time
A single campaign can generate leads. A well-designed demand generation engine can generate qualified demand continuously. Over 18 months, Castleberry helped Gasco establish a predictable source of high-quality industrial prospects.
Conclusion
Identify companies already facing a business challenge.
Generating B2B leads in industrial markets requires a different approach. The goal is not simply to capture contact information — it is to identify companies already facing a business challenge and provide valuable information that helps them make better decisions. Through a bottom-of-the-funnel content strategy, precise audience targeting and continuous optimization, Castleberry Media generated 120 qualified industrial leads for Gasco Colombia over 18 months, creating a repeatable demand generation channel for a complex B2B market.
What's next
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