Grid Rig

Grid Rig manufactures mobile battery energy storage systems (BESS) and EV charging solutions purpose-built for Australian heavy industry — and needed a marketing engine to match.

Grid Rig Pty Ltd and its sister company Vantage West Electrical Services & Technologies (EC 10475) approached LeadGen Digital Services with an ambitious brief: build the brand from the ground up and drive serious commercial enquiries from Australia’s mining, construction, ports, airports, and fleet operations sectors.

Grid Rig delivers portable EV charging, off-grid power solutions, and diesel generator alternatives for vehicles and heavy equipment operating in remote or grid-constrained environments. The product range spans from the 100kWh GR 100 through to the 2MWh GR 2M industrial container unit — replacing diesel generators on remote mine sites and powering EV charging hubs where grid infrastructure doesn’t exist.

The buyers are procurement managers, electrical engineers, and site managers at Tier 1 mining companies, port operators, and heavy plant hire businesses. Reaching them required a multi-channel strategy built on credibility, precision targeting, and persistence.

The Brief

Grid Rig had a product with genuine technical differentiation and a clear market need — but no established digital presence, no organic search visibility, and no systematic way to reach decision-makers at scale.

The buyers are hard to reach. They’re not browsing Google — they’re on LinkedIn, attending industry events, and responding to peer recommendations. The product also requires education: prospects need to understand what a mobile BESS unit is, why it outperforms a diesel generator, and how compliance and servicing work in an Australian regulatory context.

Our Approach

Website: Built for B2B Sales

The Grid Rig website was built on Framer for its React-based architecture and strong Core Web Vitals performance. The site functions as a serious B2B sales tool: industrial aesthetic, technically detailed product pages, and clear conversion pathways including an integrated CRM lead capture form.

Industry-specific landing pages were developed for eight target verticals — mining, construction, ports, airports, agriculture, plant hire, fleet operations, and government — each addressing the operational problems of that sector directly. Vantage West’s website was updated in parallel, repositioning the brand toward high-value commercial and industrial work, including a dedicated page covering the Grid Rig / Vantage West compliance and servicing relationship.

SEO: Building Authority in an Emerging Category

Keyword research identified 259 target keywords across battery storage, mobile EV charging, off-grid power, and sector-specific terms. Blog content follows a disciplined editorial framework: 800–1,000 words, 70% industry problem framing, with Grid Rig entering only in the final third. Content is scored for SEO relevance before publication, and a link-building campaign is securing contextual backlinks from Australian industry publications.

LinkedIn Outreach: Automated, But Human in Feel

A custom automated outreach system identifies qualified decision-makers across 12 industry verticals, then automates personalised outreach. The tone is deliberately light-touch — the goal is to get prospects onto Grid Rig’s radar, drive them to content and the website, and warm them for ad retargeting.

Paid Advertising: LinkedIn Primary, Meta for Retargeting

Paid LinkedIn advertising targets senior decision-makers by job title, industry, and company. We provided creative direction to Grid Rig’s videographer to ensure short-form video content was structured for conversion — not just brand awareness — with clear hooks, industry-specific framing, and strong calls to action.

Organic Social: Credibility in the Feed

A regular publishing cadence runs across the Grid Rig LinkedIn company page and Vantage West page. Content is written in a seasoned industry register — technically specific, no marketing language — so that when a prospect receives a connection request or sees an ad, the profile they visit already looks established and credible.

The Results

The campaign is still young, but the breadth of inbound interest has already validated the multi-channel approach. Enquiries have arrived from across the target sector mix — construction, mining, power generation, and notably government.

This cross-sector spread is exactly what the strategy was designed to produce. Grid Rig is being discovered through multiple pathways simultaneously, by different buyers with different needs, each arriving through the channel most natural to them.

Mobile battery energy storage for heavy industry is still an emerging category — most procurement managers don’t yet have a supplier for it. That’s the opportunity. The strategy ensures that as buyer intent grows, Grid Rig already has the brand recognition, content authority, warm lead pipeline, and retargeting audiences in place to convert it.

The foundation is built. The system is running. The enquiries are arriving from the right sectors.