Case study

Industrial manufacturer fills pipeline with qualified B2B leads

An industrial equipment manufacturer in Ahmedabad rebuilt their website and launched a targeted SEO program. We filled their B2B pipeline with 60 qualified enquiries per month, without a single rupee of ad spend.

TL;DR

An Ahmedabad-based industrial equipment manufacturer was relying entirely on trade shows and cold calling. Their website was a static PDF catalog with no SEO, no lead capture and no content. We rebuilt it with a product-finder, technical resource hub and a lead qualification flow. Organic B2B enquiries rose from 4 to 61 per month in five months, and average deal size increased because the inbound leads came with clear project requirements.

Key takeaways

Product-finder tool reduced the average sales cycle by matching buyers to the right SKU before the first call.
Technical resource hub with application notes, comparison guides and ROI calculators drove 3x the organic traffic.
Lead qualification flow captured project scope before the first sales conversation, lifting close rate.
Organic B2B enquiries rose from 4 to 61 per month without any paid media.
Average deal size increased because inbound leads arrived pre-qualified.

The challenge

The manufacturer was relying on trade shows and cold calling to fill their pipeline. Their website was a static PDF catalog that generated zero organic traffic and zero leads. They needed a digital acquisition channel that matched the long B2B sales cycle and the technical decision-making process.

Our approach

1Audit the existing site, competitive landscape and top 50 industrial keyword opportunities.
2Rebuild the website with a product-finder tool, technical resource hub and ROI calculators.
3Launch an SEO program targeting industrial keywords with application notes, comparison guides and case studies.
4Build a lead qualification flow that captures project scope before the first sales conversation.
5Connect the site to their CRM and set up weekly lead reporting.

Results

4 / month61 / month

organic B2B enquiries

longershorter

average sales cycle

lowhigher

average deal size

"We went from zero organic leads to a full pipeline in five months. Every enquiry comes with a project brief already filled in."

Kunal Desai

Director of Sales, Apex Industrial Equipment, Ahmedabad

Services delivered

Marketing website design and developmentTechnical, on-page and local SEOContent and email marketing

Questions about this project

How long did this engagement take?

Five months. Month 1 was the site rebuild, months 2 to 5 were the SEO program and lead qualification flow build-out.

What was the team composition?

A senior Next.js engineer, a senior industrial designer, a senior SEO specialist and a senior content strategist. Four seniors.

Why did trade shows stop working?

They were not the problem — trade shows still work. The problem was having no digital presence to capture the buyers who were researching online before attending. Now we capture both.

What is a product-finder tool?

An interactive questionnaire that matches buyers to the right product SKU based on their application, capacity and environment. It reduces the sales team's time on qualification calls.

How do you handle long B2B sales cycles in reporting?

We track enquiry volume and lead quality every month, and report on pipeline contribution quarterly. The full revenue impact shows in months 6 to 12 as the sales cycle completes.

Do you work with companies outside Ahmedabad?

Yes. We work with manufacturers across India. The engagement is fully remote, with quarterly on-site reviews.

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