HMS Networks: 35:1 media return for industrial connectivity

The problem

HMS Networks sells industrial connectivity through specialist brands, Anybus, Ewon, Red Lion and N-Tron, into engineers who work in operational technology environments that conventional B2B targeting rarely reaches. Different regions run different protocols, with PROFINET dominant across European manufacturing and EtherNet/IP standard in North America. Much of the brands' lead generation leaned on trade events, where a single qualified lead could cost around £760, and the business could not see in one place which marketing activity actually produced sales-ready leads.

What we did

Teylu took over the paid programme across HMS brands and verticals and built a dual campaign architecture: awareness through educational, protocol-specific content, and high-intent lead generation aimed at commercial conversion. Campaigns were localised across the UK, US, Benelux, German, French, Spanish and Italian markets, with messaging written for engineers in their own technical language. Every action was tracked from ad click through Matomo goals to confirmed CRM lead.

The reporting they own

We built HMS a live reporting layer that unifies Google Ads, LinkedIn and CRM data into one view, scored by their own sales team and valued by lead tier. It runs on infrastructure HMS owns and operates rather than a rented enterprise platform, so the data, the dashboards and the lead intelligence stay with them. Marketing, sales and finance now work from one source of truth, refreshed weekly.

The results

The initial campaign delivered a 35:1 return on media investment. It brought the cost of a qualified lead down from around £760 for a typical trade-event lead to around £72 for a confirmed sales-ready lead. Paid activity drove 201 confirmed CRM leads, 157 for HMS's own brands and a further 44 for other divisions, alongside 1,588 website sales-ready leads. Digital lead generation now stands beside events as a measurable and far more efficient source of pipeline.

Why it matters

This is industrial B2B marketing made measurable. HMS can see what every pound of media returns, by brand, market and channel, and the system that produces that clarity belongs to them rather than a platform they rent.