In the world of professional motorsport and high-performance automotive engineering, marginal gains are everything. Halo By Orthene entered the market with P1, a racing brake fluid engineered to redefine the limits of thermal stability and pedal feel. Despite having a technically superior product, the challenge was reaching the desks of the decision-makers within a highly fragmented global B2B landscape.
Digital Playmakers was brought on board to bridge the gap between technical excellence and commercial acquisition. Our objective was clear: move away from broad-spectrum marketing and deploy a surgical, performance-led strategy designed to identify, engage, and convert B2B leads across multiple global market segments. We weren’t just looking for clicks; we were looking for the procurement officers, race team engineers, and distributors who hold the keys to the sales pipeline.
We approached the P1 launch with a “Strategy-First” mindset, followed by a relentless execution phase focused on lead generation:
B2B Performance Marketing Strategy: A granular roadmap that segmented the market into professional racing, high-performance tuning, and global distribution tiers, with bespoke value propositions for each.
Multi-Channel Lead Gen Campaigns: Execution of highly targeted performance campaigns across LinkedIn and Google Search, utilizing “intent-based” data to put P1 in front of professional buyers at the exact moment of need.
Full-Funnel Asset Creation: Design and copy for high-conversion B2B landing pages, technical data sheets made for digital consumption, and ad creative that emphasized the “Performance Under Pressure” USP.
CRM & Lead Scoring Integration: Implementation of tracking and lead-capture systems to ensure every inquiry was qualified and seamlessly fed into the Halo sales team’s pipeline.
Global Market Segmentation: Tailoring digital execution to account for different regional requirements and industry standards within the global motorsport ecosystem.
Our data-driven approach transformed P1’s digital presence from a product showcase into a high-velocity sales engine.
Pipeline Acceleration: By focusing on high-intent B2B keywords and professional networking platforms, we successfully filled the sales pipeline with qualified inquiries from professional race teams and Tier-1 distributors.
High-Quality Lead Acquisition: Unlike generic campaigns, our segmented strategy ensured a high “Lead-to-Opportunity” ratio, saving the Halo sales team significant time in the qualification phase.
Global Brand Dominance: Within the targeted professional segments, P1 achieved a dominant “Share of Mind,” establishing itself as the go-to alternative to legacy brake fluid brands.
Measurable ROAS: Every pound of ad spend was mapped directly to lead volume, providing Halo with a transparent view of their cost-per-acquisition (CPA) and allowing for confident budget scaling.
