Skip to content

How to build a lead generation machine for a manufacturing company

How to build a lead generation machine for a manufacturing company

It’s not news that businesses need new customers to grow and thrive. 

For some industries, it’s a little harder to find new leads. Business-to-business (B2B) companies, especially manufacturers, need a solid lead generation plan and the ability to execute the plan to get noticed in today’s competitive landscape. 


This blog post is the second in a series detailing the lessons our client learned on their journey to increasing leads tenfold and filling their sales pipeline with $400 million worth of potential deals in less than one year. The lessons can be used by any manufacturing and B2B company as a formula for success to accelerate growth and realize real results. 

The whitepaper that this post is created from is a guide that walks you through a successful process, helps you understand how the process changes your sales and marketing functions and offers a window into how and why developing a high-performance lead generation engine works. 

Upon implementing the entire strategy, our client adopted a fully-digital approach—which is getting them noticed by new prospects, creating engagement with customers, and generating hundreds of leads each month.

How did they do it?

By developing and following through on a methodical plan of action. 

Lesson #2:

Identify the opportunities - to seize them

In lesson 1, we walked through the need to develop a clear and actionable case study to articulate what you want to accomplish and how you will do it. The leaders of a company need to be fully versed in what to expect and when. 

Once that is established, businesses need to do some serious research to fully understand where their opportunities lie.

Start by figuring out where you can move the needle in terms of growth. 

What products/verticals/audiences are ripe for acceleration? A blanket approach won’t work here. Companies need to target specific areas and focus on one area at a time. 

Our client is a multinational manufacturer that sells hundreds of products across multiple verticals and geographies. They also operate in mature as well as emerging markets. In their case, there was no shortage of opportunity; the challenge was identifying where it made the most sense to start. 

They considered:

  • What region(s) to target 
  • What market(s)
  • What pain points to focus on

By focusing on one opportunity at a time, they began to see almost immediate success. Once the company realized movement and energy from their initial opportunity, they were able to more confidently apply their new techniques to additional areas. 

Want to learn more? 

Earlier this year, we hosted a webinar with our client to share some of the experiences they had along the way to producing 500+ leads a month, far more efficiently and cost-effectively than before working with us. 


Lead generation programs differ on levels of quality, efficiency and state of repair, just like car engines. Paying attention and watching for changes, along with frequent tuning and maintenance is the only way to get to a ‘high-performance engine’ that moves businesses forward with efficiency and speed. 

To learn more about all the steps our client took, read the whitepaper which outlines all the lessons they used. These lessons can be applied to manufacturers of all sizes. If you have questions, give us a call, we’d love to go explore your opportunities with you.

If you’re wondering what sets Mezzanine Growth apart from other agencies, read 7 Reasons Why Mezzanine Is Your B2B Outsourced Marketing Agency and Taking Care of Business By Outsourcing Lead Generation, then contact us for more.

Sign up for our newsletter for custom-crafted content and tools to help drive sustained sales growth and generate more B2B leads.

Subscribe to our newsletter