Case Study
    Aquanuity

    Aquanuity

    Water Infrastructure / Environmental Technology

    How Aquanuity used expert-led webinars to generate high-quality MQLs and accelerate long, relationship-driven sales cycles

    Industry

    Water Infrastructure

    Sales Motion

    Relationship-led

    Buyers

    Utilities, Municipalities

    Sales Cycle

    Long (6–18 months)

    Core Constraint

    Founder-dependent Growth

    Executive Summary

    Aquanuity operates in a niche infrastructure market with long sales cycles, multiple stakeholders, and a strong reliance on relationships and founder credibility. Historically, growth depended on personal networks, conferences, and on-the-ground activity — effective, but expensive and difficult to scale.

    We introduced a webinar-led Content RevOps system designed to support inbound demand, reactivate existing pipeline, and accelerate relationship-building.

    The Situation

    Complex buying, founder-dependent growth

    What drove growth historically

    • • Founder reputation and introductions
    • • Conferences and in-person meetings
    • • Long, manual relationship-building cycles

    What was missing

    • • Marketing as a structured function had not been a focus
    • • Inbound demand was limited
    • • Pipeline progression relied heavily on individual effort
    • • Deals often stalled due to lack of momentum between touchpoints

    The team wanted a more sustainable way to support pipeline development
    without disrupting how sales already worked.

    The Problem

    Aquanuity didn't need volume. They needed leverage and momentum.

    Multiple structural challenges were limiting growth scalability.

    Lead flow was episodic and unpredictable

    Sales cycles were long and difficult to accelerate

    Many existing opportunities went quiet over time

    No repeatable way to engage multiple stakeholders simultaneously

    Limited structure around qualification and handover

    The Solution

    Webinar-centric Content RevOps

    We implemented a webinar-centric Content RevOps approach, deliberately lightweight and tightly aligned with Aquanuity's existing sales motion.

    The Results

    6 months in

    Webinars are now a core part of Aquanuity's demand and pipeline acceleration system.

    7

    Webinars Delivered

    70-90

    Attendees per Event

    ~90%

    ICP Fit for New Leads

    $2.5M

    Influenced Pipeline

    Webinar Performance

    • • 7 webinars delivered
    • • 70–90 attendees per event
    • • ~400–540 MQLs generated (≈90% of attendees)

    Conversion & Deal Progression

    • • ~20% of attendees book a demo (≈1 in 5)
    • • 14–18 demos generated per webinar
    • • Webinar-sourced MQLs convert to opportunities at an estimated 2–3× the baseline rate

    Pipeline Impact

    • • Estimated $2.5M in influenced pipeline
    • • Webinars now contribute to ~30–40% of sales-ready conversations
    • • Average time from re-engagement to next meaningful sales step reduced by ~30%
    Why This Worked

    Force multiplication, not disruption

    This approach succeeded because it respected Aquanuity's reality.

    Webinars were used as relationship accelerators, not volume plays

    Founder expertise was leveraged without over-production

    Quality mattered more than scale

    Automation supported sales without replacing human judgement

    Content RevOps acted as force multiplication, not disruption.

    Ready to accelerate your pipeline with webinar-led Content RevOps?

    Let's discuss how expert-led webinars could support your relationship-driven sales motion.