From Queries to Quotes: Industrial Marketing That Converts
How we built a predictable B2B pipeline for construction materials
The Manufacturing Challenge
We knew our insulation products were superior, but relied too heavily on word-of-mouth. We needed systems to consistently attract quality distributors and contractors.
Client: Manufacturer of specialized construction materials
Core Objectives:
- Establish digital lead generation
- Qualify commercial buyers
- Streamline dealer onboarding
Commercial Growth Framework
This became more than marketing - we co-developed a full commercial engine with lead scoring and territory management.
Core Components:
- Interactive material calculators with PDF quoting
- Segment-specific portals (contractors vs distributors)
- CRM with automated lead grading
- Case study library with technical specifications
- Integrated call/application tracking
Industrial Demand Generation
The LinkedIn + Google synergy proved perfect - one created awareness, the other captured commercial intent.
Activation Channels:
- Google Search: "Wholesale Facade Materials USA"
- LinkedIn: Precision targeting of procurement officers
- Display Retargeting: Project case studies
- Automated dealer nurture sequences
- A/B tested commercial terms
B2B Technology Stack
- Material calculation widgets
- HubSpot CRM integration
- Territory-based lead distribution
- MailerLite + Webhook alerts
- CallRail call tracking
- Multi-touch attribution
Commercial Impact
640+ Qualified leads
5.3% Conversion rate
7.2X Campaign ROI
37 New dealerships
Ongoing Commercial Optimization
- Regional campaign expansion
- Contractor case study videos
- Architectural partnership program
- WhatsApp dealer communications
- Monthly offer testing
- Lead quality scoring
