Lead Generation for Mechanical Engineers without its own marketing team

A special machine manufacturer in the semiconductor industry wanted predictable qualified leads. There was no marketing team, but there was a sales team that knew its customers inside and out. From this knowledge, we developed a Buyer's Journey built, which provides leads.

1 Tag

Workshop as a Start

120

Marketing Qualified Leads (MQL)

€1.5 million

Qualified Pipeline

Initial situation

The knowledge was in sales, not in a funnel

Inquiries came through existing contacts and recommendations, not through a process that can be controlled. The client did not have a marketing department. But they had great knowledge of their target audience and products. This knowledge, however, could not be translated into predictable leads because the bridge from sales conversations to new inquiries was missing.

This exact bridge was the assignment.

Procedure

From Sales Knowledge to the Guided Buyer Journey

// 01

On-site workshop

We spent a day working together on target audiences, buyer journeys, and goals. We extracted sales knowledge and translated it into a buyer journey that fits with purchasing in this industry.

// 02

Set screws identified

Not everything at once. We've marked the points in the journey where there's the greatest leverage and concentrated the measures on those.

// 03

Measures implemented

A lead magnet that matches the identified pivot point, plus the stretch behind it and the reach in front of it.

Lead Magnet

Relevant lead magnet for a specific target audience problem, not for everyone.

Landing Pages

Conversion-optimized landing pages based on sales psychology principles.

Testing

Messages and pages were tested against variants, the stronger one remained.

Paid Ads

Tested diverse channels with small budgets, scaled the winners, stopped the losers. No money on speculation.

Result

120 qualified leads. €1.5 million Pipeline.

From the 120 MQLs, a qualified pipeline of approximately €1.5 million was generated. This was with a client who initially had no in-house marketing function and could not previously manage demand.

„Our strength has always been our direct connection to the customer. What was missing was the step before that: being able to get new inquiries in a planned way, instead of waiting for recommendations. That's exactly where webraketen helped us.“

Head of Sales · Special Machine Construction

Your sales team knows the customers. We build the path leading up to them.

If knowledge about your customers is part of sales, we'll turn it into predictable inquiries. Let's talk about your case.