unit.cloud
B2B Lead Gen for a Cloud Consultancy
The challenge
unit.cloud sells migrations, custom infrastructure, automation and AI agents, GPU compute and managed services: considered purchases with long cycles and a small, specific buying committee. Broad paid reach burns budget on an audience that size. The obvious shortcut is to automate the content, but automated writing is exactly what makes a technical buyer close the tab. The pipeline had to be automated without automating the writing.
The approach
- Ran B2B lead generation through LinkedIn campaigns aimed at German Mittelstand IT decision-makers rather than broad paid reach
- Built a content pipeline that automates distribution but not authorship: blog posts stay human-written and ship to LinkedIn in one click, through purpose-built interfaces that take the friction out
- Built the new website, and NimbusVault, the CMDB and IT-documentation tool that replaced the team's spreadsheets
Outcome
- B2B lead pipeline running on targeted LinkedIn campaigns instead of broad paid spend
- Content shipping as a system: human-written, one-click distribution, no SaaS stack bought for it
- New website and NimbusVault both live and in active use