In March 2023, a respected Industrial Automation and IIoT systems integrator headquartered in the Midwest was ready to scale—but without hiring more sales staff. Their existing technical team was stretched thin, and while they had an excellent reputation in manufacturing sectors like pulp and paper, packaging, chemical, and food production, the biggest obstacle was pipeline.

Their challenge? Reaching the right decision-makers inside plants—specifically engineering, maintenance, and operations leaders—at the exact time they were planning control system upgrades, automation retrofits, or SCADA migrations.

Q: What is an IIoT Integrator? A: An IIoT (Industrial Internet of Things) integrator helps factories connect machines, sensors, and control systems to improve uptime, reduce waste, and increase efficiency.

To solve the problem, the integrator launched an A/B test between two outsourced business development partners. One was Industrial SalesLeads. The goal was clear: generate not just meetings, but high-fit, high-intent conversations with real near-term potential.

The Challenge: Breaking Through in Complex Industrial Sales Cycles
Selling into manufacturing is never plug-and-play. The integrator needed a partner who understood the nuance of long-cycle industrial sales, how to speak the language of plant engineers, and how to identify active project intent—not just surface-level interest.

Q: Why are automation leads so hard to qualify? A: Because manufacturing decision-making involves multiple stakeholders, layers of approval, and timing aligned with capital expenditure cycles. It’s not a quick sale—it’s a strategic one.

They didn’t just need more meetings—they needed the right meetings.

The Solution: Targeted Industrial Prospecting with Real Intelligence
Enter Industrial SalesLeads’ outbound prospecting services.

We built a custom campaign from the ground up:

• Sourced targeted account lists from our industrial database

• Conducted cold calling and strategic outreach via email and phone

• Positioned our client as a value-added consultative partner

• Scheduled face-to-face, in-plant meetings with automation decision-makers

Every month, the campaign delivered 8–10 qualified meetings—often with plant engineers and operations leaders actively planning projects, maintenance windows, or system upgrades.

Q: What’s a ‘qualified meeting’ in this context? A: It’s a scheduled conversation with a decision-maker who has a real project need, budget authority, and alignment with your company’s offering.

The Results: Over $500,000 in Closed Revenue + Pipeline Acceleration
In just six months, the engagement yielded:

• $500K+ in booked deals

• A growing pipeline forecasted to convert within 12 months

• Noticeable lift in lead quality, fit, and engagement level vs. the competitor in the A/B test

While both vendors produced a similar quantity of meetings, only SalesLeads consistently delivered sales-ready prospects with budget, urgency, and a defined use case.

Q: What’s the value of industrial prospecting done right? A: It's not just more meetings—it’s meetings that lead to revenue, faster time to close, and less wasted time chasing cold leads.

Looking Ahead: Expansion and Integration as a Trusted Sales Arm
The client has since expanded their engagement with Industrial SalesLeads. With proof of concept achieved, they’re now investing in:

• New regions

• Additional manufacturing verticals

• Deeper territory coverage for field sales

And they're not treating us like a vendor—they’re treating us like an extension of their team. We now act as a fractional SDR team that delivers predictable, monthly-ready opportunities that align with their sales targets and technical expertise.

Q: What makes SalesLeads different? A: We speak the language of plant ops, controls, and SCADA—and we show up with leads that matter.

Conclusion: Strategic Prospecting Powers Industrial Automation Growth
This case study highlights the power of outsourced business development built for manufacturing. For automation, controls, and IIoT integrators, it's not enough to get meetings. You need meetings with intent.

By focusing on quality over quantity, leveraging targeted outreach, and applying industrial intelligence, Industrial SalesLeads helped this client grow smart—and grow fast.

If your team is ready to break into new facilities, connect with project owners, and grow your manufacturing pipeline, Industrial SalesLeads is ready to help.