B2B Manufacturer Lead Generation Agency
Pipeline-first performance marketing for manufacturers
Most manufacturers waste budget on unqualified enquiries. We focus on qualified RFQs and pipeline from engineers and procurement teams.
Month-to-month partnership. No long-term contracts.
James Richardson
VP Sales · Industrial Components
B2B manufacturer lead generation isn't just harder than other industries. It's fundamentally different.
Procurement cycles are measured in quarters
You're selling to buying committees that include engineers, procurement, plant management, and finance. RFQs go through multiple rounds of evaluation before a purchase order is issued.
Multiple decision-makers, different priorities
Engineers care about specs and tolerances. Procurement cares about price and lead times. Plant managers care about reliability and support. Each needs different messaging and content.
Most competitors still rely on trade shows
Manufacturing marketing is behind other B2B sectors. Companies that invest in digital lead generation now gain a significant competitive advantage while others wait for the next exhibition.
Most agencies don't understand manufacturing procurement.
They treat form fills like RFQs.
Generic agencies don't understand RFQ processes, distributor relationships, or the difference between MRO and capital equipment purchases. They optimise for clicks, not purchase orders.
The difference between optimising for enquiries vs. purchase orders
Same 1,000 enquiries. Wildly different outcomes depending on what you optimise for.
Low conversion rates across the procurement funnel
Better targeting changes the entire procurement funnel
How we generate pipeline for manufacturers
Six ways we work differently from generic B2B agencies.
We follow your data from click to purchase order
CRM-informed campaign optimisation
We pipe CRM outcomes back into ad platforms to optimise toward closed deals, not just enquiries. That means cutting spend on channels that generate volume but poor close rates, and doubling down on what actually shortens procurement timelines.
Separate campaigns for specifiers and buyers
Engineering and procurement targeting
Engineers need technical specs & certifications, whilst Procurement teams need pricing, lead times, and supplier reliability data. We run parallel campaigns for both, with landing pages that speak to each audience's decision criteria.
Shorter cycles through intent-based targeting
Accelerated RFQ-to-PO lifecycle
We compress the path from RFQ to purchase order by targeting bottom-of-funnel keywords that signal active sourcing, crafting buyer-specific messaging, and using technical content like spec sheets and compliance documentation to accelerate commitment.
Named-account targeting for high-value contracts
Account-based marketing for OEM deals
We build coordinated ABM plans around your target OEM account list, personalised ad creative by company, multi-threaded outreach to buying committees, and custom landing pages that reference specific application requirements. Built for $100K+ contract values where generic campaigns don't cut it.
Precision audience building from order history
ICP targeting by industry and application
We define your Ideal Customer Profile from closed-won order analysis, not assumptions. Then we build a Total Addressable List of named accounts, segmented by industry vertical, application type, and order volume, so every pound of ad spend reaches prospects with real buying potential.
Assets that engineers actually download
Technical content strategy
We develop content frameworks tailored to each buyer persona — from technical white papers and application guides for engineers, to ROI calculators and total cost of ownership tools for procurement. Every asset is built to move prospects closer to an RFQ.
What to expect
Our methodology is designed for speed without sacrificing quality.
Discovery & Audit
Deep analysis of your current state and opportunities
Strategy Development
Audience architecture and campaign planning
Creative & Launch
Asset development and campaign go-live
Optimise & Scale
Continuous improvement and growth
Revenue calculator
How much revenue are you leaving behind?
Plug in your actual numbers. See the gap between chasing enquiries and closing pipeline.
Enter your actual numbers — we'll calculate your conversion rates and compare them to pipeline benchmarks.
Ready to turn paid media into a revenue source?
We help manufacturers build predictable, qualified pipeline through performance marketing that connects to purchase orders. No vanity metrics, no long-term contracts.
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