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Building a Predictable B2B Lead Pipeline for an Industrial Equipment Supplier
This project focused on building a lead system for an industrial equipment supplier that depended almost entirely on trade shows and repeat buyers.
35–55/monthQualified inquiries
$60–$140Cost per qualified inquiry
40–50%Quote request to sales call rate
cut by ~50%Time from inquiry to quote
ChallengeBefore the campaign
StrategyGenerate consistent, qualified B2B inquiries
ExecutionThe campaign focused on buyer intent and qualification
ResultQualified inquiries: 4–6 → 35–55/month
Growth trajectory90–120 Days
Before: 4–6/monthAfter: 35–55/month
The Situation
Before the campaign:
- Qualified inquiries: 4–6/month
- Sales driven by trade shows and referrals
- A product catalog website with no inquiry path
- No lead qualification or follow-up system
- Long gaps between new deals
Growth depended on events and luck.
The Objective
- Generate consistent, qualified B2B inquiries
- Reach plant owners and procurement managers
- Shorten the time from inquiry to quote
- Build a pipeline the sales team could plan around
The Execution
The campaign focused on buyer intent and qualification.
- Google Search ads on product-specific and application-specific searches
- LinkedIn campaigns aimed at plant managers, procurement, and operations heads
- Quote request pages with qualifying fields (equipment type, quantity, timeline)
- Spec sheets offered by email for early-stage buyers
- Email follow-up sequences for quote requests that went quiet
- Weekly lead reviews with the sales team to refine targeting
The goal was fewer, better inquiries — not a bigger inbox.
The Results90–120 Days
- Qualified inquiries: 4–6 → 35–55/month
- Cost per qualified inquiry: $60–$140
- Quote request to sales call rate: 40–50%
- Time from inquiry to quote: cut by ~50%
Revenue ImpactProjected
Let’s break this down conservatively:
- Average order value: $4,000 – $12,000
- Inquiry to order rate: 6–10%
From 35–55 qualified inquiries/month:
- New orders: 2–5/month
- Estimated monthly revenue: $8,000 → $60,000
ROI Snapshot
- Monthly ad spend (approx): $3,500 – $6,000
- Return potential: 1.5x – 10x ROI
In B2B, one mid-sized order can cover the whole month’s spend.
Business Impact
- A steady flow of inquiries for the sales team
- Less dependence on trade shows
- Buyers arrived with specs and quantities ready
- Revenue became forecastable
Key Insight
In B2B, one right buyer is worth a hundred clicks.
The system was built to find that buyer and make the next step obvious.
Qualification did more than volume ever could.