Case Study 01 PYHeavyee

Case Study 01 B2B Energy & Sustainability

From ad hoc activity to a full‑stack growth engine

PYHeavyee Energy & Building Solutions LLP

Udaipur, India Dec 2023 – Apr 2026

“Most marketers inherit a system. I built one.”

When I joined PYHeavyee — an early-stage, sustainability-focused B2B energy and infrastructure firm — marketing ran as ad hoc activity. I built the marketing function and grew the in-house marketing team, establishing SEO, paid media, CRM and content operations and replacing ad hoc work with a structured, measurable full-funnel growth program.

Role
Growth Marketing Specialist
Case study period
Dec 2023 – Apr 2026
Employment
Dec 2023 – Aug 2026
Sector
B2B energy & infrastructure
Project imagery shown as context — the marketing system is the subject.
  1. StartAd hoc activity
  2. Months 1–4Foundation
  3. Months 5–12Activation
  4. Months 13–30Optimisation
  5. OutcomeMeasurable results
02

The challenge

Marketing activity existed, but not as a structured, measurable program.

  1. 01

    Ad hoc marketing activity

    No structured, measurable full-funnel program connecting the channels.

  2. 02

    No lead scoring or routing

    Sales-ready leads weren't qualified and routed from MQL to SQL.

  3. 03

    Error-prone reporting

    Campaign reporting lacked consistent dashboards and checks.

  4. 04

    AI search not tracked

    How the brand appeared in AI answers wasn't being measured.

  5. 05

    An early-stage team

    The marketing function and in-house team still had to be built out.

03

Results at a glance

Eight outcomes across acquisition, visibility, conversion, engagement, productivity and operational quality.

  • +40% Organic search visibility, year over year
  • 3.2x ROAS sustained on Google Ads Search
  • ~22% Lower cost per lead across Google Ads & Meta Ads
  • +35% Marketing-qualified leads, year over year
  • +28% Lead-to-customer conversion
  • 30–35% Fewer campaign reporting errors
  • 30+ Hours saved / month via AI workflows
  • +35% Social engagement
04

From foundation to optimisation

Three phases across 30 months. The bar below is drawn to scale.

  1. Phase 01 Months 1–4

    Foundation

    SEO

    • Full SEO audit
    • Keyword clustering for B2B energy-sector search terms

    Tracking

    • GA4 setup
    • Google Tag Manager setup
    • Search Console setup

    CRM

    • HubSpot CRM implementation
    • Contact records
    • Lifecycle stages
    • Pipeline structure

    Paid media

    • Google Ads setup
    • Meta Ads setup
    • Audience research
    • Conversion tracking architecture
  2. Phase 02 Months 5–12

    Activation

    Lifecycle

    • Lead scoring to route sales-ready leads (MQL to SQL)
    • Behaviour-based nurture sequences across 5+ audience segments
    • New-lead and post-inquiry nurturing

    Paid campaigns

    • Google Ads campaigns
    • Meta Ads campaigns
    • A/B testing
    • Creative testing
    • Copy testing
    • Audience-segment testing

    Content

    • Multi-channel content distribution
    • LinkedIn, Instagram, X and Facebook
    • Consistent content calendar

    AI-assisted production

    • ChatGPT
    • Claude
    • Gemini
    • Midjourney
    • 30+ hours/month saved in content production
  3. Phase 03 Months 13–30

    Optimisation

    Paid media

    • Refined ad targeting using CPL and ROAS data
    • Removed underperforming ad sets

    CRM

    • Expanded CRM automation
    • Reduced repetitive manual sales touchpoints

    Content & data

    • Scaled top-performing content formats
    • GA4 and HubSpot data-driven optimisation

    Operations

    • GA4, Tag Manager and Looker Studio dashboards for weekly reporting
    • Reduced campaign reporting errors by 30–35%
    • Grew the in-house marketing team
    • Tracked AI search visibility (AEO/GEO)
    • Coordinated solar project communications
05

The real lever was the system

“The biggest lever was not a single campaign — it was the infrastructure built before running any campaigns.”

“QA frameworks, segmented CRM workflows, and a consistent content calendar created a compounding effect: each month built on the last.”

Full-stack
marketing engine

Select a system

Each component was set up and connected so the others could run on it. Choose one to see what it covered.

06

Detailed outcomes

Each result, and the work that produced it.

MetricResultHow
Organic Search Visibility+40% YoYKeyword clustering, on-page optimisation, technical audits
Marketing-Qualified Leads+35% YoYEnd-to-end SEO, measured in GA4 and Google Search Console
Google Ads Search ROAS3.2x sustainedAudience targeting, creative testing, bid optimisation
Cost per LeadAbout 22% lowerOptimisation across Google Ads and Meta Ads
Lead-to-Customer Conversion+28%HubSpot lead scoring (MQL to SQL) and behaviour-based nurture across 5+ segments
Campaign Reporting Errors-30 to 35%GA4, Google Tag Manager and Looker Studio dashboards for weekly reporting
Content Production Time30+ hrs/month savedChatGPT, Claude, Gemini and Midjourney in content production
Social Engagement+35%AI-assisted content across LinkedIn, Instagram, X and Facebook
07

Client projects managed

Project communications and commercial support. Engineering, system design and installation sat with the technical teams.

Project 01

Umaid Bhawan Palace, Jodhpur

Heritage hospitality solar PV

Scale
~150–200 kWp
Format
Rooftop & ground installation

My responsibilities

  • Managed project communications
  • Vendor briefing
  • DISCOM liaison
  • Client reporting
Project 02

Progressive Marble & Granite

Industrial captive solar proposal

Scale
~75–100 kWp
Budget
Under Rs. 1 Crore

My responsibilities

  • End-to-end commercial proposal
  • Three-scenario financial modelling
  • Client presentation
09

AI as a production layer

ChatGPT, Claude, Gemini and Midjourney were integrated into content production, saving 30+ hours a month and lifting social engagement 35%. AI sped up production; strategy, QA and measurement sat around it.

  1. 1Strategy
  2. 2Content system
  3. 3AI-assisted productionChatGPT · Claude · Gemini · Midjourney
  4. 4QA
  5. 5Distribution
  6. 6Measurement
  7. 7Optimisation

30+ hours saved every month in content production.

10

Tools & platforms

Nineteen tools across six disciplines.

Paid acquisition
  • Google Ads
  • Meta Ads
CRM & lifecycle
  • HubSpot
  • Mailchimp
  • Salesforce
Analytics & measurement
  • GA4
  • Looker Studio
  • Search Console
  • Google Tag Manager
SEO & content
  • Surfer SEO
  • Canva
  • Adobe Express
AI workflows
  • ChatGPT
  • Gemini
  • Midjourney
  • Claude
Operations
  • Hootsuite
  • Notion
  • Trello
11

“The biggest lever was not a single campaign — it was the infrastructure built before running any campaigns. QA frameworks, segmented CRM workflows, and a consistent content calendar created a compounding effect: each month built on the last.”

— Chitrangada Mishra Digital Marketing Strategist