Mipac Case Study: Using LinkedIn Ads to Drive Mining Software Enquiries
Mipac's digital marketing efforts had produced impressive numbers. Over the past year, their in-house team had generated hundreds of leads on LinkedIn, but something wasn't working. Despite all these leads, their software sales weren't growing. The problem? Not a single lead had converted into a software demo call.
Their software is designed for complex mineral processing plants. It enables operations teams to identify and fix problems faster—a specialised, high-value technology with a niche audience of technical decision-makers.
"We kept finding that we were stagnating in the process," explains Tracey Jones, Mipac's Marketing Lead. "We were great at delivering a large number of leads, but they never went anywhere. They just weren't qualified."
She realised they needed to fundamentally rethink their approach.
Working with us over a six month project, Mipac shifted from chasing quick wins to building meaningful relationships with prospects.
The result? New, inbound demonstration requests from genuinely interested potential customers.
The challenge: beyond lead generation
Mipac's marketing team had strong digital skills, but they faced something more complex than just generating leads. As Tracey puts it, "Our first approach was to build our in-house capabilities. We tested and experimented ourselves. But we kept coming back over and over again to this volume versus value paradigm."
To grow their software sales, they needed to spark genuine interest from the right people: Operations Managers and Metallurgists in mineral processing plants.
When they looked for outside help and interviewed other B2B marketing agencies, what they found wasn't promising. "They were all pretty much stock standard. They had a kind of best practices generalist approach," recalls Tracey.
These agencies lacked the specialised knowledge needed to market complex software to the mining industry.
“When we came across The Boring Agency, what we saw was an agency deeply aligned to the vertical we work in.
They understood our ICP and the persona we were trying to target. We didn’t have to give them that extended background on what an operations manager in a mineral processing environment looks like.”
Our diagnosis and strategic recommendations
When we analysed Mipac's approach, we spotted several key issues. First, they were hiding valuable content behind lead forms. While this successfully collected contact information, it simply doesn't work for niche markets like mining software—the audience is just too small.
Second, their content was quite product-focused and not based on the problems and interests of their target customers.
We also saw they had used a stop-start campaign approach – promoting one product for 2-3 weeks, then turning that campaign off to focus on something else. This meant they would disappear from their prospects' awareness for weeks at a time.
The mining industry has distinct marketing challenges: extremely small target audiences, technical decision-makers, and buying cycles that can span 1-2 years. With only a small percentage of potential buyers actively looking to purchase at any given time, it was clear why their traditional lead generation tactics weren’t working.
Mining buyers are smart, skeptical, and cautious, so they are quick to dismiss self-promotional case studies and product-focused content.
So, we recommended a three-part strategy:
Value-first content approach
Create freely available, high-value content that plant operations teams would genuinely want to consume, to shift from just collecting contact information to building credibility and trust."Always on" LinkedIn Ads presence
Maintain consistent visibility with the target audience to ensure Mipac would be considered when prospects eventually entered the buying phase.Patience and persistence
Develop a content program to nurture prospects over months and years rather than weeks – an approach aligned with complex, high-value software purchases in mining
Putting the strategy into action
Over six months, we helped Mipac implement this new approach with four core components:
A fresh content strategy
Case studies that actually work
LinkedIn ads done right
Technical expertise made accessible
A fresh content strategy
We developed a library of more than 20 new evergreen content pieces – from big-picture articles about industry challenges to 60-second video interviews with subject matter experts. This volume wasn't accidental: with a small target audience, we needed enough variety to prevent ad fatigue and maintain long-term ad LinkedIn ad campaigns.
As Tracey explains, "We started creating content that was different. It wasn't talking about our product. It was really addressing the challenges engineers have in their day-to-day lives."
One successful piece explored why Excel shouldn’t be used for certain tasks in mining operations – addressing a common frustration without directly selling Mipac's solution. The video interviews delivered concise insights that busy professionals could quickly consume, building credibility and awareness.
Case studies that actually work
Mining industry buyers rely heavily on case studies but, in our experience, most companies get them wrong. Instead of self-promotional brochures, we created case studies that followed a proven formula:
Make Mipac’s client the hero of the story
Focus on challenges that prospective customers immediately recognise and identify with
Demonstrate real outcomes with specific metrics
Include direct quotes that sound like actual humans (not a faceless corporation)
Maintain technical accuracy while keeping it easy to read and not full of jargon
This approach makes case studies powerful and persuasive because they speak directly to customers concerns and demonstrate experience and results in a credible way.
LinkedIn Ads done right
We implemented an "always on" LinkedIn advertising strategy with a clear structure:
Precise audience targeting with a tight list of target companies and job titles
A proper split between cold and remarketing campaigns. Like most other advertisers, Mipac had only used cold campaigns. The best results on LinkedIn actually come from building warm remarketing audiences to create more engagement with people who show interest
Consistent presence to build long-term mental availability rather than jumping between different products and events every few weeks
This approach acknowledges the reality of their market – with small audience sizes and long buying cycles, consistency matters more than campaign variety. The substantial content library lets us rotate ads regularly, keeping the campaign fresh while maintaining that crucial ongoing presence.
Technical Expertise Made Accessible
To create authoritative content on complex topics, we tapped into Mipac's internal expertise:
Interviewing their subject matter experts for insights for articles and case studies
Recording conversations with senior team members for thought leadership videos
Translating technical information into accessible content without losing depth
This approach ensured the content remained technically sound while being engaging and accessible. It positioned Mipac's team as thought leaders while addressing real industry challenges.
Results: Quality enquiries, not just contact forms
Our strategy proved effective soon after launch. We spent the first three months building out Mipac's content library and deepening our understanding of their audience. By month four, we had their LinkedIn campaigns running, and quality results began to appear quickly.
“We’ve seen actual booked demos come through, which is really satisfying. It shows that having a series of content and the narrative we’ve created, we can drive that intent over time.”
This validated our approach of quality over quantity. The regular stream of helpful content on LinkedIn is helping Mipac become the go-to experts when plant operators need answers to help with production challenges.
Beyond these initial results, we’ve established a sustainable foundation for Mipac's continued marketing success. The evergreen content assets, refined campaign structure, and strategic approach gave them a roadmap that continues to deliver results, aligning perfectly with the reality of complex B2B buying cycles in mining.
"When your audiences are really small, you need to commit to something and have patience," advises Tracey. "It does take time, especially in our industry."
Reflecting on our work together, Tracey shares her advice for other businesses considering working with us:
"I'd say jump in and give it a go, work out the parameters that give you a sense of comfort to try a relationship, and then dig in for the long term."
We work with clients who want to improve their marketing and grow their business for the long haul.
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