Driving sustainable growth for a leading energy analytics SaaS provider.
Vortexa is a global energy analytics company providing real-time data and insights into worldwide energy flows. They needed to scale demand generation efficiently across global regions while keeping strict control of acquisition costs.
Transforming energy markets with real-time data.
Vortexa is a global energy analytics company headquartered in London with offices in Houston, Singapore, Geneva, and Dubai. The company serves leading organizations across the oil, gas, freight, and financial sectors.
By combining AI, machine learning, and deep industry expertise, Vortexa delivers unmatched visibility into waterborne energy markets, helping clients make faster, smarter, and more profitable decisions. With over 160 employees, 6 global offices, and 250+ clients, Vortexa has positioned itself as a trusted partner for some of the world's largest energy and trading businesses.
Scaling global demand without losing efficiency.
Vortexa approached us with the challenge of scaling demand generation efficiently across global regions while keeping strict control of acquisition costs.
Strict efficiency ratio requirements
The key KPI was maintaining the Efficiency Ratio (ER) between 90% and 110%, calculated as the ratio of cost to MQL value. This fluctuated significantly month to month, requiring tight weekly monitoring and agile optimization.
Higher-quality MQL generation
The primary objective was to generate higher-quality MQLs (demo and trial requests), ensuring marketing activity directly translated into meaningful sales opportunities — not just form fills.
Multi-region complexity
Operating across Americas, EMEA, and APAC regions, Vortexa needed a consistent, data-driven approach that could balance efficiency with growth and adapt to changing MQL values across highly competitive B2B markets.
Dynamic budget management
The budget system needed to scale spend up when ER dropped below 90% to drive volume and suppress it when ER exceeded 110% to protect efficiency — requiring dynamic, weekly adjustments.
Data-driven demand generation at global scale.
We started with a deep analysis of historical lead cycles, assigning values to MQLs and SQLs based on past conversion rates and sales performance. This provided a clear framework to align media spend with real pipeline impact.
Lead value framework
We started with a deep analysis of historical lead cycles, assigning values to MQLs and SQLs based on past conversion rates and sales performance. This provided a clear framework to align media spend with real pipeline impact.
CRM and attribution integration
All paid media activity was synced with HubSpot CRM and advanced attribution dashboards, ensuring every interaction was tracked and optimized against both MQL and SQL outcomes.
Regional strategy
We built a regional strategy for each target market (Americas, EMEA, APAC), tailoring spend, audiences, and messaging to local benchmarks.
Dynamic budget system
We applied a dynamic budget system, scaling spend up when ER dropped below 90% to drive volume and suppressing it when ER exceeded 110% to protect efficiency.
From cost control to 200% growth.
This created a repeatable, data-driven demand generation engine, ensuring higher-quality MQLs, improved SQL conversion, and consistent efficiency across all regions.
100% increase in lead generation within the first month, creating immediate momentum.
200% increase in leads within 3 months, driving significant pipeline growth.
Managed $1M+ in ad spend across multiple global regions.
Achieved omnipresence across all major paid media channels, ensuring consistent visibility to key audiences.
Maintained Efficiency Ratio, balancing cost efficiency with scale across all target regions.
“After years of struggling with B2B marketing, ADSRUNNER finally delivered the results we wanted. I highly recommend them to any company whose past agencies have fallen short. They were very knowledgeable and prepared a marketing strategy that was tailored to meet my company's needs. In the past, we have had a lot of trouble with our B2B marketing, and we couldn't find a person that could get the results that we wanted. I recommend working with ADSRUNNER.”
B2B SaaS lives or dies by CRM integration.
The single highest-leverage move for any B2B SaaS marketing team is connecting their CRM to their ad platforms. Without this, every other optimization is built on sand. With it, and a dynamic budget system that responds to real-time efficiency signals, every quarter of work compounds.
The disciplines behind this work.
Results like these are run on our proprietary infrastructure — AI agents monitoring the account 24/7, every change approved by a senior strategist before it ships, and a unified data layer the client owns.
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