In March 2023, a Midwest-based Industrial Automation, IIoT, and Control Systems Integrator wanted to grow their business development efforts without adding to their internal sales team. Although the team has strong technical knowledge and a solid industry reputation, the sales team experienced difficulties with reaching the right contacts at key manufacturing sites to keep their sales funnel filled.
They came up with an idea to solve their current challenge. The company ran an A/B test using two external business development partners. Industrial SalesLeads was chosen to be one of the partners. The goal of the project was to understand how many meetings could be set in a given period of time. And…deliver meetings that were high quality, meaning a strong potential for conversion.
The Complexity of Industrial Industries
This integrator works with clients in the pulp and paper, packaging, chemical, and food production industries. These industrial sectors have long, complex sales processes that are challenging to earn credibility. Reaching key decision makers and influencers such as plant managers, maintenance heads, and engineering leads require more than just an email. They need a partner capable of proving industry-specific knowledge, developing targeted messaging, and most importantly, delivering meetings with identified opportunities.
Proven Processes is the Focus for Industrial SalesLeads’ Prospecting Program
Industrial SalesLeads applied a focused outbound strategy, using cold calls, tailored email outreach, and targeted data to reach decision-makers at the identified manufacturing facilities.
The goal was to set up on-site meetings where the manufacturer could share their current processes, discuss what works and doesn’t work, and what goals they would like to achieve with automation and control solutions.
On average, Industrial SalesLeads scheduled 8–10 qualified meetings per month, many with manufacturers currently pursuing or planning related projects. These meetings had a defined agenda that lead to meaningful conversations.
The Results
Over six months, the Industrial SalesLeads program resulted in:
• Over $500,000 in closed deals
• A growing pipeline with more sales expected within the year
• Higher-quality industrial leads compared to the other firm in the A/B test, helping improve sales team productivity
Both firms that participated in the A/B testing, booked a similar number of meetings. However, the outcomes were notably different. Industrial SalesLeads provided sales leads that better matched the client's offerings, developed more engaging conversations, and solutions that aligned to what the project needed.
The results reflected our tested and refined approach to reaching manufacturing decision-makers with precision.
What’s Next?
After experiencing a strong performance and a proven return on investment by Industrial SalesLeads, our client has decided to expand the program. They’re allocating more resources to grow the initiative into new territories, vertical industries, and target accounts.
Industrial SalesLeads has become more than just a vendor. We’re a trusted partner, acting as an extension of the sales team by consistently securing meaningful conversations with the right key decision makers.
If your team is ready to engage more buyers, and strengthen the sales pipeline, we’re ready to help. Learn more about our industrial prospecting and appointment setting services.