Digital Sales Acceleration for a Leading Utility

A leading Spanish utility serving more than 10 million customers transformed its B2B commercial model into a fully digital, data-driven growth engine.

+125

% sales growth

+80

% leads quality

-12

% cost per lead

Turning digital demand into measurable B2B growth.

The organization aimed to accelerate growth in the SME and corporate segment by building an end-to-end digital sales operating model.

Objective

The objective was to accelerate digital B2B growth and expand market penetration by industrializing the commercial funnel end-to-end—improving lead quality and conversion performance, optimizing acquisition costs, and embedding data and advanced analytics at the core of commercial decision-making.

The B2B commercial model required modernization to better connect with SMEs and large accounts.

Digital interactions were growing, but the funnel lacked full integration—from traffic generation to qualified lead management and final conversion. The company needed to improve digital acquisition efficiency while strengthening brand positioning in the competitive B2B utilities market.

Managing the full digital funnel for the B2B segment.

Proven delivery of a optimized digital sales process, surpassing annual targets with differential capabilities.

Key Challenges

Fragmented funnel management across channels.

Limited hyper-segmentation for B2B audiences.

Inconsistent lead qualification and assignment processes.

Lack of advanced personalization across journeys.

Need for scalable ABM strategy for large accounts.

Solution

Designed and deployed an end-to-end Digital Sales model, integrating strategy, data, performance marketing, and commercial operations across the full B2B funnel.

Implemented advanced segmentation and ABM strategies, leveraging industry-based targeting (CNAE), hyper-segmentation, geomarketing, and intelligent lead scoring to improve precision and quality.

Optimized conversion performance, redesigning landing pages, applying A/B testing methodologies, and enhancing CRO to increase visit-to-lead and lead-to-sale rates.

Industrialized and scaled digital acquisition, optimizing channel mix and brandformance investments while enhancing CRM and omnichannel capabilities to support assisted and online sales.

Impact

Measurable improvements across the B2B funnel

Achieved +125% growth in B2B sales

Increased high-quality leads by +80%

Optimized CPL by -12%

Expanded lead generation to +13 acquisition channels

Improved visit-to-lead and lead-to-sale conversion rates through personalization and CRO optimization

Embedded data, testing methodologies, and continuous optimization into commercial operations

This transformation enabled the utility to move from fragmented digital initiatives to a scalable, data-driven B2B commercial engine—strengthening growth, efficiency, and competitive positioning in the Spanish utilities market.

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