Client Overview: Opportunities New Brunswick (ONB)
Opportunities New Brunswick (ONB) is a Crown corporation serving as the economic development engine of the Province of New Brunswick, headquartered in Fredericton, Canada. With a mid-sized team of public sector professionals, ONB is focused on:
ONB’s Ideal Customer Profiles (ICPs)
ONB’s Ideal Customer Profiles (ICPs) span multiple industries, targeting executive-level decision-makers in companies seeking cost-effective, skilled labor access and proximity to North American markets.
Cybersecurity
Companies focused on data protection, network security, and cyber defense solutions.
ICT
Software developers, IT service providers, and technology innovators.
Financial Services & Fintech
Banking, insurance, and financial technology companies seeking expansion.
Advanced Manufacturing
Companies utilizing cutting-edge production technologies and processes.
Agritech
Agricultural technology firms innovating in food production and farming.
Digital Health
Healthcare technology companies developing digital solutions for patient care.
ONB’s team includes sector-specific advisors, business development managers, and client service experts who use a proactive, relationship-based engagement strategy aligned with public-sector goals.
The Challenge: Scaling International Investment Outreach
As ONB aimed to expand its footprint in global markets, it encountered several outreach roadblocks:
- Inconsistent early-stage engagement across diverse geographies
- Difficulty booking qualified meetings at scale with C-suite prospects
- Challenges in creating messaging that resonated across sectors and countries
- Limited bandwidth within internal teams to execute targeted outbound efforts
Despite its strong strategic positioning and sector expertise, ONB’s reliance on referrals, conferences, and the passive market did not provide a scalable or predictable pipeline of high-value conversations.
AGS Solution: RevHelix Qualified Lead Generation
AGS deployed its proven RevHelix program to act as an extension of ONB’s business development team, building a systematized outbound engine capable of global reach.
Discovery & Foundation
- ICP Calibration: Refined ONB’s sector and geography-specific target personas
- Value Proposition Development: Created compelling messaging tailored to each vertical
- Playbooks: Focused on New Brunswick’s unique value—skilled workforce, low operating costs, bilingual talent, and NAFTA/US access
Outbound Execution
- Multichannel Outreach: Email, LinkedIn, and Phone
- Data-driven Targeting: Prioritized firms based on size, expansion signals, and strategic fit
- Feedback Loops: Constant flow of insights to ONB’s internal teams on prospect needs and messaging performance
Implementation Timeline & Technology Stack
Latest Engagement Duration: September 2024 – April 2025 (8 months)
Total Outbound Activities
Campaign Months
Key Personas
Outreach Activity Breakdown
Top Personas Reached & Tools Used
A/B Testing & Optimization
Results & Impact: Recent Campaign Outcomes
The campaign successfully delivered qualified leads across multiple verticals and geographies, creating a consistent pipeline of investment opportunities for ONB.
Historical Performance (2013-2015 Campaign Snapshot)
|
Year
|
Qualified Leads
|
Opportunities
|
Conversion Rate
|
|---|---|---|---|
|
2013
|
423
|
69
|
16.3%
|
|
2014
|
673
|
107
|
16%
|
|
2015
|
605
|
80
|
13%
|
Financial Impact & ROI
Strategic Wins
Predictable Prospecting
Established a consistent, reliable pipeline of qualified leads that ONB could count on for planning purposes.
Faster Conversions
Accelerated the end-to-end process from initial interest to qualified discussions with decision makers and stakeholders.
Market Intelligence
Gathered valuable insights that informed sector strategy and marketing narratives for a holistic campaign.
Why ONB Chose AGS RevHelix
Public-sector expertise
Experience with FDI, investment promotion, and trade mandates
Proven & tested frameworks
Established lead generation frameworks and targeting strategies
Executive-level access
Ability to deliver conversations with international stakeholders
Customized campaigns
Precision targeting per sector with tailored messaging
Reputation sensitivity
Alignment with ONB's reputation and stakeholder relationships
Multi-channel approach
A/B testing and multi-channel delivery to produce results
What Sets AGS Apart
Next Steps & Continued Partnership
Sector-Specific Campaigns
Focused outreach for clean tech, biomanufacturing, and digital health sectors
Global Outreach Expansion
Continued international targeting with refined messaging and newer vertical ICPs
Internal Team Training
Training ONB’s internal teams on outbound strategy and sales enablement
RevHelix Program Components
ICP Development
Detailed analysis and refinement of ideal customer profiles to ensure targeting precision across sectors and geographies.
Messaging Strategy
Creation of compelling, sector-specific value propositions that highlight unique advantages for businesses.
Multichannel Outreach
Coordinated approach across email, LinkedIn, and phone to maximize engagement with target executives.
Conversion Optimization
Continuous refinement of approach based on response data and feedback to improve conversion rates.
The AGS Advantage: Public Sector Expertise
AGS brings specialized knowledge in working with public sector economic development organizations like ONB, understanding the unique challenges and opportunities they face:
- Experience navigating public sector mandates and reporting requirements
- Understanding of economic development goals beyond pure revenue metrics
- Ability to communicate complex regional advantages to international audiences
- Expertise in measuring and demonstrating public return on investment
This specialized expertise allows AGS to function as a true extension of ONB’s team rather than just another vendor, creating alignment in goals and approach.
Campaign Success Factors
The combination of these factors created a powerful lead generation engine that delivered consistent results for ONB, establishing a foundation for continued success in attracting international investment to New Brunswick.
Contact us to learn more about how RevHelix can help your business grow!