--- title: Nine+Nico | Read our latest Arqiva case study description: Find out how we turned Scoops insights into a unique ABM campaign for Arqiva, reaching multiple decision-makers across all of the company's key accounts. --- [Skip to content](https://nineandnico.com/work/case-study-arqiva#main-content) [![nine_nico_primarylogo_full-color_rgb](https://nineandnico.com/hs-fs/hubfs/Logo%20files/nine_nico_primarylogo_full-color_rgb.png?width=100&height=96&name=nine_nico_primarylogo_full-color_rgb.png)](https://nineandnico.com/?hsLang=en) - Services Show submenu for Services - [Pulse](https://nineandnico.com/pulse) - [Scoop](https://nineandnico.com/scoop) - [Playbook](https://nineandnico.com/playbook) - [Work](https://nineandnico.com/work) - [Login](https://pulse.nineandnico.com/) Open main navigation Close main navigation - Services Show submenu for Services - [Pulse](https://nineandnico.com/pulse) - [Scoop](https://nineandnico.com/scoop) - [Playbook](https://nineandnico.com/playbook) - [Work](https://nineandnico.com/work) - [Login](https://pulse.nineandnico.com/) - [Let's talk](https://nineandnico.com/contact) [Let's talk](https://nineandnico.com/contact?hsLang=en) **CASE STUDY** # Arqiva: connecting the dots in smart water metering ![Arqiva satellite image](https://nineandnico.com/hubfs/Photography/Arqiva%20satellite%20image.png "Arqiva satellite image") INTRODUCTION ## Summary Arqiva, a leader in data and communications infrastructure, spotted a big gap in the UK smart water metering space: senior water decision-makers were desperate for best practice tips but lacked a way to connect and learn from industry leaders. So, we stepped in. With a mix of content, webinars, and in-person events, we gave water companies the insights they craved while putting Arqiva front and centre as the UK’s leading provider for smart water metering infrastructure. [Watch the B2B Marketing case study](https://www.brighttalk.com/webcast/452/633240) CHALLENGE ## Building recognition Every five years, UK water companies plan their next round of investments, with Asset Management Planning 8 (APM8) starting in 2025. This cycle, Ofwat is pushing all companies to roll out smart water metering programmes, and Arqiva was ready to secure major contracts under the new guidance. The catch? Despite working with heavyweights like Thames Water and Anglian Water, Arqiva wasn’t widely recognised in the water industry. Our challenge was to raise their profile, showcase their expertise, and spark relationships with metering decision-makers. ![SITE IMAGE 7](https://nineandnico.com/hubfs/Photography/SITE%20IMAGE%207.png "SITE IMAGE 7") ![SITE IMAGE 7](https://nineandnico.com/hubfs/Photography/SITE%20IMAGE%207.png "SITE IMAGE 7") TARGET ## Uncovering unfiltered truth To really get to the heart of what our audience needs, we ran a series of [Scoop](https://nineandnico.com/scoop?hsLang=en) interviews—focused, one-on-one conversations with handpicked decision-makers from top key accounts. The aim? To uncover the hidden drivers, challenges, and aspirations they would never share in a meeting. KEY FINDINGS ## What did we discover? Decision-makers were under intense pressure. With massive investments under scrutiny, they were desperate for practical insights from peers—but the chances to connect just weren’t there. Arqiva, with almost a decade of experience, had the answers they needed. CAMPAIGN ### Our goal? Bridge the gap, share insights from top programmes, and help water companies get AMP8-ready—all while making Arqiva the trusted name in smart metering. ### **Industry spotlights** In partnership with Utility Week, we hosted a webinar featuring experts from Thames and Anglian Water. We didn’t just share insights; we sparked new conversations with viewers, following up with direct messaging and case studies. ### **Content that demands attention** Through our Story service, we distilled the insight from our *Scoops *interviews ainto a white paper on the *Secrets of Smart Water Metering Success*. From there, we rolled out a major bank of content: social ads, videos, animations, and sales team thought leadership. ### **Conference takeover** At the Smart Water Systems (SWS) Conference, we brought our white paper to life. From a high-impact presentation to an unmissable exhibition stand, we made sure Arqiva owned the stage. ### **Unforgettable moments** To cap it off, we created – and hosted - the official day-one after-party—a pub quiz with a twist. With free food, drinks, and Shaun Wallace from *The Chase* as quiz master—we created the ultimate laid-back networking experience, bringing together senior decision-makers from almost every UK water company. ![SITE IMAGE 27-1](https://nineandnico.com/hubfs/Photography/SITE%20IMAGE%2027-1.png "SITE IMAGE 27-1") RESULTS ## Driving MQLs from every key account We hit every key account and connected with multiple decision-makers. The results? Strong engagement across all 16 target accounts, averaging three MQLs per account and reaching key players on smart water metering buying committees. 9 out of 15 accounts showed high engagement, signalling serious sales interest. We also reached influential buyers in regulatory bodies, trade organisations, consultancies, and industry press. For our secondary audience, we pulled in 83 additional MQLs. The bidding process is still underway, but our marketing has already accelerated sales efforts. Our real-time dashboard gives teams valuable insights into account engagement ahead of bid meetings, while our content has sparked fresh interest and our events have opened doors to new connections. [Watch the B2B Marketing case study](https://www.brighttalk.com/webcast/452/633240) **READY TO GET STARTED?** # Stop guessing. Start converting. Let's see what your key accounts really think about you. 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