How RevOps-driven content and webinar strategy transformed outbound cold outreach and helped expand Heliogen's pipeline before acquisition
Heliogen is a clean energy technology company redefining industrial decarbonization with AI-enabled concentrated solar and energy storage solutions.
Before engagement, their go-to-market motion relied almost entirely on relationship-based sales and cold outreach, with reply rates near 1% and limited pipeline velocity. We built a webinar-centric content product and RevOps system — shifting them from sporadic, rep-dependent lead generation to predictable inbound and high-engagement outreach.
Within six months: reply rates rose to above 12%, webinar attendance consistently hit 120–500+, over 1,000 MQLs were generated, projected revenue pipeline attributable to this initiative exceeded $2M. This expanded demand engine directly contributed to the company's successful acquisition in 2025.
The situation
What they had
Heliogen built world-class solar and thermal energy solutions and positioned itself for strategic growth and acquisition:
The constraint
What they didn't have was a predictable, scalable pipeline motion:
This created a bottleneck: strong product interest that rarely turned into predictable opportunities.
The problem
Outreach had extremely low engagement (<1% replies)
No systematic qualification or lead motion
Leads that did show interest frequently died
No structured nurture before or after sales handoff
Pipeline was uneven and rep-dependent
Conversations were too ad-hoc to scale or attract strategic buyers
In other words: demand existed — but without a way to generate, capture, qualify, and nurture it.
The solution
We implemented a RevOps-aligned content product and demand funnel built around webinars, operationalised as a core part of GTM — not marketing icing.
Rather than sporadic online events, we built a repeatable webinar funnel:
- Strategy based on topic data and stakeholder pain points
- High-value presentations that positioned Heliogen as a thought leader
- Speakers selected to elevate credibility and engagement
The first webinar drew 500 attendees, creating momentum and signals of real demand. Subsequent monthly events consistently averaged 120–200+ attendees.
Webinars weren't standalone:
- Invitations used value-first sequences
- Audience lists were enriched and segmented based on inferred intent
- Messaging tied directly to real problems (e.g., reliable clean energy, industrial power resilience)
Outreach moved from generic cold email to contextual, content-supported engagement.
Before outreach:
- The entire CRM was cleaned and enriched
- Over 20 data points were appended (e.g., org size, buying committees, budget signals)
- This enabled granular segmentation and hyper-personalisation
Result: more relevant outreach with higher perceived value.
After events:
- Attendees were segmented by engagement and pain point
- Automated nurture paths were applied
- Leads were handed to sales with full enrichment briefs
- Post-webinar content (blogs, white papers, socials) reinforced conversion signals
This closed the gap between interest and action.
The results (6-month view)
Pipeline & engagement transformed through webinar-centric RevOps.
Pipeline & Engagement
MQLs Generated
In 6 months
Reply Rate
Up from <1%
First Webinar Attendees
Strong momentum
Projected Pipeline
Attributable revenue
Business Impact
Expanded reach beyond historical networks
Scalable pipeline motion independent of rep contacts
Increased visibility with strategic acquirers
Contributed to Heliogen's acquisition in 2025
These initiatives played a direct role in creating predictable, measurable demand for a company previously reliant on personal networks and relationships.
Why this worked
"Heliogen didn't win by sending more emails. They won because content became the conversation starter."
Webinars were treated as a product, not a tactic
Outreach was contextual and content-supported
Data enrichment enabled hyper-personalised engagement
Nurture closed the gap between interest and action
Sponsored events became a repeatable demand engine.
Ready to turn cold outreach into warm inbound?
Let's discuss how RevOps-driven content and webinar strategy can transform your pipeline.