Success Story: Improving Lead Generation Results with a Multi-Channel Marketing Strategy
How coordinated marketing activity added $3 million to a manufacturer’s pipeline.
Client Profile
A mid-sized U.S. manufacturer specializing in custom industrial hydraulic cylinders and components for mobile equipment and specialty applications. The company serves diverse sectors including construction, agriculture, rail, and snow removal.
Business Situation
A manufacturer of custom hydraulic cylinders and components was facing slow organic growth, limited inbound leads, and an over reliance on word-of-mouth sales. After expanding operations with a new facility, leadership wanted to maximize capacity at its existing location, which required a more deliberate multi-channel marketing strategy to support scalable sales growth.
The manufacturer’s sales infrastructure was informal, with no CRM, no targeted prospect lists, and minimal digital marketing. Outbound efforts were ad hoc, managed by the company president and the engineering manager. Additionally, the website was outdated and not optimized for lead generation, resulting in low traffic and few qualified inquiries.
Leadership recognized the need to diversify the customer base, fill production capacity, and build a sustainable pipeline for new accounts. The company engaged Athena SWC to implement its integrated lead-generation program, which combines inbound (SEO, content, digital campaigns) and outbound (prospecting, targeted outreach, sales enablement) strategies. The goal was to increase qualified opportunities, improve sales tracking, and support revenue targets for both existing and new facilities.
Target Market Profiling & List Development
Athena developed a detailed target market profile, identifying over 245 companies in core industries such as construction, agriculture, rail, and specialty equipment. The team built and refined prospect lists, focusing on organizations with a specific revenue and geographic proximity to the manufacturer that have a need for the manufacturer’s services. Several contacts from each company—key decision-makers and influencers—were identified and added to outreach campaigns.
Outbound Sales Enablement
Athena structured outbound prospecting efforts using phone calls, voicemails, personalized emails, and email blasts. Regular pipeline review meetings were scheduled to align the manufacturers’ sales teams with Athena’s team, track opportunities, and gather feedback.
Additionally, Athena developed sales materials, including sell sheets and email blasts with value-focused messaging, to support outreach efforts. All opportunities and interactions were tracked using a CRM (Pipedrive), improving visibility and accountability. Calls with prospects were recorded, and meeting appointments were scheduled. Before each meeting, the manufacturer’s sales representative received the call recording to review what was discussed with the prospect, ensuring they were fully prepared for the conversation.
Inbound Marketing & Digital Campaigns
Athena performed a technical SEO audit of the website, conducted keyword research, added a blog, and made recommendations to help the manufacturer rank higher on search engine result pages (SERPs). Monthly keyword-focused blogs, email blasts, and e-newsletters were created and distributed to build brand awareness and educate the market.
Athena established and managed the client’s LinkedIn page, posting regularly to increase visibility and engagement. Marketing automation and website visitor tracking tools were used to streamline lead management and monitor digital activity.
Sales Process Management & Technology Adoption
Athena facilitated monthly sales process management meetings with client leadership to discuss opportunities, gather feedback, and secure next steps. The team assisted in moving prospects through the active sales cycle, from initial contact to RFQ, quote follow-up, and win/loss analysis.
Reporting & Continuous Improvement
Athena provided ongoing reporting of market intelligence, pipeline activity, and campaign results. Feedback loops were established to refine messaging, outreach tactics, and target lists based on real-time data and outcomes. The program emphasized continuous improvement, adapting strategies to maximize results and support the client’s aggressive growth goals.
Multi-Channel Marketing Strategy Drives Results
Athena’s multi-channel marketing strategy delivered impactful results for the manufacturer, generating over $1.7 million in active quotes and building a robust sales pipeline exceeding $3 million. The technical SEO initiatives led to a 99% increase in organic site traffic, 65% year-over-year (YoY)increase in topline webform submissions, and an impressive 450% rise in qualified submissions, which means that while the number of people interested in contacting the manufacturer increased, a much higher percentage met the company’s criteria as a qualified lead. This, in combination with outbound efforts, led to a 700% increase in meetings secured compared to the previous year, resulting in two small closures totaling $50,000 in the first year. Additionally, Athena targeted 20 meetings in the first year, but delivered 35 meetings for the client, demonstrating significant progress in both lead generation and sales process effectiveness.
