A technical buyer could not find a single specification.

The company had thirty years of engineering credibility and a website that read like a brochure. Buyers researching from eleven countries left without finding what they needed.

+₹4.2Cr

qualified pipeline

−44%

cost per lead

export markets

The challenge

What was actually wrong.

Export buyers research thoroughly and anonymously long before they make contact. This manufacturer's site offered a company overview, a photo gallery and a contact form. No specifications, no tolerances, no material data, no certifications. Buyers who needed exactly that information went to competitors who published it, and the sales team blamed pricing.

Manufacturing · 11 export markets — illustration of a rising bar chart with an upward trend line

The approach

What we changed.

Four decisions did most of the work. Everything else was execution.

Step 01

Published the specifications

We interviewed the engineering team and turned decades of internal knowledge into structured, searchable technical pages — dimensions, tolerances, materials, certifications and application notes.

Step 02

Rebuilt for technical search

Product taxonomy and internal linking designed around how engineers actually search: by specification and application, not by the company's internal product names.

Step 03

Targeted accounts on LinkedIn

Rather than chasing cheap leads, we targeted named accounts in eleven export markets with genuinely useful technical content, and measured everything against opportunities rather than form fills.

Step 04

Instrumented the full cycle

CRM attribution from first touch through to closed-won, so a nine-month sales cycle could still be judged fairly rather than switched off in month three.

The result

What moved.

Over four quarters the programme contributed ₹4.2 crore of qualified pipeline. Cost per lead fell 44%, but the more important number was that the proportion of enquiries the sales team classed as qualified rose from under a third to over two thirds — because buyers arriving from technical pages already knew the product fitted.

★★★★★

“They told us our website was the reason we were losing on price. Publishing our specifications was the cheapest sales investment we have ever made.”

Director

B2B manufacturing

Next step

Different business. Same set of questions.

Send a short brief and a strategist — not a salesperson — replies within one working day with an honest read on whether we are the right fit.

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