Industrial Equipment Manufacturer is an Ohio-based manufacturer of specialized industrial pump systems for chemical and energy plants. The company's ideal customers are procurement directors and plant engineers at large manufacturing conglomerates and utilities worldwide. The manufacturer teamed up with PrompX to reach beyond their traditional trade show leads and systematically convert their vast contact database into real opportunities with 'dream' enterprise accounts.
Challenges
Trade show reliance: The client historically relied on industry expos for new leads. When events slowed, so did their pipeline, revealing a gap in proactive outbound marketing.
Large but cold database: They had 10,000+ contacts from years of business, but most had gone cold. The team lacked resources to effectively re-qualify and re-engage this list.
Global decision-makers: Real buyers (procurement heads, plant managers) are often overseas or deep in corporate hierarchies, making them hard to reach via standard sales calls or emails.
Long sales cycle & technical sale: Selling industrial systems can take over a year and involves technical vetting. The client needed a way to keep prospects engaged throughout a lengthy education and bidding process.
"We’ve never had our pipeline this full and with the right opportunities. PrompX helped us engage big-name companies we only dreamed of pitching before. Their process is now our secret weapon in an old-school industry."
- Director of Sales, Industrial Equipment Manufacturer
Our Approach
1. Database mining & refresh
PrompX sifted through the 10k+ contacts to prioritize those at target companies and roles. They verified and updated contact info, purging dead leads and adding fresh contacts at key “dream” accounts.
2. Personalized re-engagement
Rather than mass-emailing the entire list, PrompX designed segmented campaigns. For example, contacts from the chemical industry received a tailored case of how client's pumps improved a chemical plant's uptime by 15%. Each segment's messaging addressed relevant pain points in industry terminology.
3. Global outreach strategy
PrompX leveraged local timing and multilingual SDRs for international prospects. Emails were sent and calls made during the prospect's business hours, and certain high-potential accounts in Europe/Asia were engaged by bilingual SDRs, improving connection rates.
4. Technical content sharing
The campaign incorporated value-add touches such as a short technical paper on pump maintenance savings and a webinar invite with client's lead engineer. This nurtured prospects by demonstrating expertise while they considered a capital purchase.
5. Persistent follow-through
Every interested reply (even “maybe later”) went into a structured follow-up cadence. PrompX kept a light touch on warm leads with quarterly check-ins, ensuring the client stayed top-of-mind when budget cycles aligned or equipment failures created urgent needs.
Key Metrics
→ 110 appointments were booked with procurement and engineering leaders at target enterprises over 11 months - far outpacing previous annual totals from trade shows.
→ The outreach pushed 22 deals into advanced sales stages (in contract negotiation or final proposal), representing substantial potential revenue in coming quarters.
→ Overall, the client saw a 3× growth in their active pipeline year-over-year. By year-end, the company maintained a robust funnel rather than sporadic spikes around expo season.
→ PrompX met or exceeded the client's monthly lead gen targets throughout (averaging 112% of goal). The steady flow meant the sales team could focus on nurturing and closing, rather than worrying about where the next lead would come from.
→ Importantly, the client expanded its global reach: 40% of booked meetings were with international prospects, proving the tailored, time-zone conscious approach engaged companies they had never connected with before.
Key Takeaways
1. Leverage dormant contacts
An existing database can be a goldmine if expertly refreshed and targeted - PrompX turned the client's cold contacts into warm opportunities.
2. Industry-specific messaging
Tailoring the story to each vertical (with relevant metrics and language) significantly boosted engagement among technical B2B buyers.
3. Consistency replaces spurts
Maintaining steady outreach throughout the year (not just around events) gave the client a reliably growing pipeline, making revenue more predictable and less event-dependent.
Ready to Get Started?
Ready to transform your manufacturing sales pipeline? PrompX will help you target the right buyers and keep your funnel flowing.
PrompX Team
Manufacturing Success Story