Case Study
Sector Technology
Demand generation campaign with a 70% MQL-to-SQL conversion rate
Challenge
Ingram Micro and AWS wanted to generate new business opportunities among Spanish SMBs and mid-market companies, particularly in industrial sectors.
The goal was to identify organizations with technology modernization needs and present them with a flexible proposal of SaaS and cloud solutions on AWS, without requiring a full infrastructure migration from day one.
Strategy
At The Marketing Hub, we built a demand generation campaign targeting companies with up to €100 million in annual revenue, combining segmentation, direct prospecting and qualification with a senior team with deep expertise in enterprise technology.
The Marketing Hub team's approach to every conversation was consultative: identify each company's main technology challenges and, from there, match them with the most suitable AWS solution for their needs.
The needs that generated the most interest included:
- Document digitization and process automation, including the use of AI on documentation and workflows.
- AI for SMB, to reduce repetitive tasks and improve the use of data.
- Data Protection, focused on backup, recovery and business continuity.
- Application modernization, virtualization, secure remote work and a gradual move to AWS.
Beyond SaaS solutions, Ingram Micro also offered infrastructure assessments, architecture design, migration projects and free simulations of real AWS costs, making it easier for clients to evaluate the project before making an investment.
Results achieved
Over the course of the campaign (Q2, Q3 and Q4 2025), The Marketing Hub generated 86 leads, with a 70% MQL-to-SQL conversion rate, as reported by Ingram Micro's own sales team.
A particularly strong rate for a B2B demand generation campaign, showing that the combination of a solid strategy and a strong offer delivered not just volume, but highly qualified, high-intent opportunities.
The key to success
The main differentiator was combining highly specific segmentation with a flexible commercial proposal focused on solving concrete needs.
Rather than positioning AWS as a full infrastructure overhaul, the campaign made it possible to offer entry-level SaaS solutions, progressive projects and tailored scenarios — lowering the initial barriers and making the sales conversation easier.