Arqiva: connecting the dots in smart water metering
About Arqiva
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.
Challenge
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.
Target
We focused our campaign on smart water metering decision-makers in UK-regulated water companies—targeting Operations and Programme Delivery champions and buyers in Asset Management, Procurement, and Strategy. At the same time, we ran a parallel campaign aimed at influencers in regulatory bodies, trade groups, consultancies, and industry media.
To really get to the heart of what our audience needs, we ran a series of Scoop 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.
What did we uncover through our Scoop interviews?
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.
Here's how we did it:
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.
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.
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.
Results
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.
Stop guessing. Start converting.
Let's see what your key accounts really think about you.