Client

Custom Metal Fabrication & Welding Company
Location: Tulsa, Oklahoma
Industry: Metal Fabrication & Contract Manufacturing
Solution Implemented: Industrial Revenue Engine™

Background

A mid-sized metal fabrication company based in Tulsa, Oklahoma had built a strong reputation producing custom steel components for industrial clients throughout the Midwest and Southwest.

The company’s capabilities included:

• • Structural steel fabrication
  • Precision laser cutting and forming
  • MIG and TIG welding
  • Heavy industrial assemblies
  • Custom fabrication for OEM manufacturers

Their work supported a wide range of industries including oil and gas equipment manufacturers, construction equipment companies, and regional industrial contractors.

Despite having excellent production capabilities and a modern fabrication facility, the company faced a common challenge seen across many fabrication businesses: an inconsistent sales pipeline.

Historically, most projects came through:

• • Long-standing customer relationships
  • Referrals from engineers and contractors
  • Occasional RFQs from procurement teams

While these channels produced valuable work, they were highly unpredictable. Some months the company’s production schedule would be full, while other months there were noticeable gaps in capacity.

Leadership recognized that the company’s growth had become overly dependent on a handful of large clients. Losing even one major account could significantly impact annual revenue.

At the same time, the company’s leadership team knew that manufacturers across the country were regularly searching online for fabrication partners capable of producing custom components and assemblies.

Search queries such as:

• • “custom metal fabrication company”
  • “structural steel fabrication shop”
  • “industrial welding and fabrication services”
  • “OEM metal fabrication supplier”

represented potential opportunities to connect with engineers and procurement teams actively sourcing fabrication vendors.

However, the company had never invested in a coordinated marketing or pipeline development strategy to capture this demand.

Leadership wanted to create a more predictable system for identifying and engaging manufacturers actively sourcing fabrication partners.

Strategy

To address this challenge, the company implemented the Industrial Revenue Engine™, a comprehensive pipeline generation system designed specifically for industrial and manufacturing companies.

Rather than relying on a single marketing tactic, the Industrial Revenue Engine™ combined several coordinated initiatives designed to generate and convert demand from multiple sources.

1. High-Intent PPC Campaigns

Google Search campaigns were launched targeting fabrication-related keywords that indicated strong purchase intent.

These included searches such as:

• • custom metal fabrication near me
  • structural steel fabrication services
  • laser cutting and fabrication shop
  • OEM metal fabrication supplier

These campaigns ensured that when engineers or procurement teams searched for fabrication vendors, the company appeared prominently in the results.

Each ad directed visitors to landing pages designed to clearly present the company’s fabrication capabilities and encourage RFQ submissions.

2. Targeted Outbound Prospecting

While PPC campaigns captured active demand, the Industrial Revenue Engine™ also created outbound opportunities by identifying manufacturers likely to require fabrication services.

Target industries included:

• • Construction equipment manufacturers
  • Oil and gas equipment suppliers
  • Agricultural machinery OEMs
  • Industrial machinery manufacturers

Outbound campaigns introduced the fabrication company to procurement teams and engineering managers responsible for sourcing fabrication partners.

These outreach efforts focused on companies that frequently outsource fabrication work.

3. Website Visitor Identification

Many manufacturers research potential suppliers before reaching out.

Website visitor identification technology was implemented to reveal companies visiting the fabrication company’s website—even if they did not submit a form.

This allowed the sales team to proactively follow up with organizations that had demonstrated interest in fabrication services.

4. Email Nurture Campaigns

Engineering and procurement decisions often take time.

Automated email nurture campaigns were deployed to share information about the company’s capabilities, certifications, and fabrication expertise.

This helped keep the company visible to prospects evaluating multiple fabrication partners.

Results

Within several months of implementing the Industrial Revenue Engine™, the fabrication company began seeing a noticeable change in the consistency of new project opportunities entering the pipeline.

Instead of waiting for occasional RFQs or referrals, the sales team began having regular conversations with manufacturers actively sourcing fabrication vendors.

On average, the program generated 10 qualified discovery meetings per month.

Over a typical 90-day industrial sales cycle, this resulted in approximately 30 qualified opportunities.

Historically, the fabrication company converted roughly 18% of qualified opportunities into awarded contracts.

This translated to approximately 5.4 fabrication contracts per 90-day cycle.

The average value of these projects was approximately $75,000 per contract.

Revenue Calculation:

30 meetings × 18% close rate = 5.4 contracts
5.4 contracts × $75,000 = $405,000 revenue

Program Investment:

$3,500 per month × 3 months = $10,500

After subtracting the investment, the company realized approximately $394,500 in net return.

ROI: $394,500 ÷ $10,500 = 3,757%

Long-Term Impact

Beyond the immediate revenue generated, the most significant impact was the predictability of the sales pipeline.

Instead of relying heavily on a small group of existing customers, the company began building relationships with a broader base of OEM manufacturers.

Once the system reached steady-state operation, leadership projected approximately $1.2 million in new fabrication revenue annually.

This pipeline provided greater visibility into future workload and allowed production planners to better manage shop capacity.

Many contracts also turned into long-term production relationships, creating recurring revenue opportunities.

Key Takeaway

For metal fabrication companies, growth often stalls when sales rely solely on referrals and occasional RFQs.

By implementing the Industrial Revenue Engine™, this fabrication company created a predictable pipeline system that consistently generated conversations with manufacturers actively sourcing fabrication partners.

The result was significant revenue growth and a more stable, scalable path for expanding the business.