From Warm Leads to Hot Sales: Blueberry Sparks Success for Smart Heater Innovators in Key Markets

Our client is a pioneer in wireless smart panel heater systems, specialising in energy-efficient solutions for multi-occupancy lodgings such as hotels and student housing. Their cutting-edge technology enables precise, real-time control of heating, significantly reducing energy consumption and associated costs. By collecting data at the heater level and intelligently adjusting temperature settings based on room occupancy and academic schedules, the system delivers a tailored, automated heating experience. This innovative approach supports hotels and universities in meeting their sustainability goals, lowering carbon footprints, and aligning with green initiatives—all while improving operational efficiency.

The innovative heating solution proved its worth during the business’s pilot programme, with one university saving an impressive £77k in energy costs in 90 days. Our client recorded an 86 per cent reduction in energy costs in vacant student housing areas and a 63 per cent drop in costs in occupied student digs. The university was so impressed with the results that they pledged to roll out the heating solution across its remaining 20 sites. Another customer, a high-profile hotel chain, reported more than 40 per cent energy cost reductions during device trials.

Given the success of the soft product launch, our client was eager to drive more sales. They wanted to engage in more proactive outbound sales activities to raise awareness about their device and engage with their target audience. Blueberry was enlisted to improve its market presence through a robust lead generation and appointment-setting campaign.

What They Needed

The business needed a new approach to boost sales in UK hotels and student accommodation. They identified the necessity for a more structured approach to data cleansing, verification, lead generation, and appointment setting. Blueberry was called in to refine their outreach efforts and maximise their engagement with potential clients. We streamlined their sales process and enhanced their brand by highlighting their partnership with a major heating provider – instantly boosting their credibility.

Data Cleansing & Validation

Before starting our outreach, we conducted a thorough data audit to refine the dataset. Key activities included:

• Desk research to verify and supplement telephone numbers, ensuring efficient contact rates.
• Cleansing decision-maker contacts to remove outdated or inaccurate information, improving engagement effectiveness.
• Data Profiling & Purchase – we profiled the data to ensure all target databases were GDPR-compliant and relevant to the campaign’s objectives. The profiling process included include Large Hotels (100+ employees), those smaller ones (single site or head office sites) and Student Accommodation Providers. The organisation also contributed businesses they had previously engaged with, offering a pipeline of warm leads for us to re-engage. We have since started targeting Care Homes and Boarding Schools too with a potential focus on Housing Associations to be explored.

We connected them with the right decision-makers – facilities, estates, and finance senior contacts – and nurtured leads over time. By building a targeted list of warm prospects, we ensured every conversation counted. With their team too stretched for cold outreach, we delivered real-time, qualified leads straight to the sales team so they could focus on closing deals and organising trials.

We worked closely with the client’s marketing agency to align our telemarketing efforts with their LinkedIn campaigns, sharing data to amplify results. Using a mix of calls and emails, we ensured key decision-makers were reached at the most opportune times. Over summer, we pivoted to student accommodation, capitalising on peak availability of decision makers with many sites being less occupied. Our messaging was sharp, clear, and fine-tuned to showcase exactly why their solution stands out.

What We Achieved

Our lead generation campaign really shone in the student accommodation sector, where we secured more than 72 per cent of our appointments. The hotel sector came with its challenges – long procurement processes and complex decision-making within big hotel chains. To tackle this, we helped the team get on preferred supplier lists and procurement frameworks, keeping them front of mind for future refurbishments or new builds. Along the way, we tackled common obstacles, like a reliance on AC-only systems, existing contracts, retrofitting costs, and newly renovated sites.

The result? A series of productive meetings that not only delivered strong leads but also led to the identification of additional multi-occupancy markets, such as care homes and boarding schools, for future growth opportunities.

The Heat is On

Our rich database was enhanced throughout the campaign, and now offers vital information for future marketing efforts, including detailed information on senior decision-makers in facilities, estates, operations, and finance departments.

We captured essential details, such as the number of sites within hotel groups or student housing, existing heating systems, and current energy efficiency solutions. Additional information, like renewal dates, occupancy levels, and plans for refurbishments or new builds, helped ensure our client stayed competitive and relevant. This enhanced database, populated over the course of the campaign, now helps to prioritise the most promising leads for follow up and lead nurture – those who would benefit most from our client’s innovative heating solutions.

Thanks to Blueberry’s high conversion rates, top-quality leads, and actionable insights, we’ve paved the way for new growth opportunities in other sectors. Our dedication to delivering the right leads has solidified a strong partnership, allowing our clients sales team to concentrate on what they do best – close deals.

By the end of the campaign, we provided our client with a well-organised, GDPR-compliant database, fully equipped to support future campaigns and sustain momentum long after the project concluded. Given the lengthy sales cycle of our client’s solution, maintaining these contacts and effectively managing this valuable database is essential. We are now working with our client on a long-term basis to ensure this, while also introducing new markets and audiences that align with their offering.

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