Case studies · B2B & Industrial

How We Built A Lead-Nurture Engine For A Sales Cycle Measured In Months.

An industrial robotics supplier where nobody impulse-buys. Enquiries went quiet for months, quotes expired unanswered, and email did nothing while deals slowly died.

+37%

Quote-to-order conversion on nurtured deals

£310,000

In pipeline influenced by email in year one

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★★★★★ 100% satisfaction rate ·40+ brands helped

About the brand

An industrial robotics supplier where nobody impulse-buys. Enquiries went quiet for months, quotes expired unanswered, and email did nothing while deals slowly died.

The challenge

What Was Holding Them Back.

Challenge 01

Quotes going cold in silence

Formal quotes went out and then nothing. No follow-up sequence, no expiry nudge, no way to know which prospects were still warm.

Challenge 02

One list, three very different buyers

Engineers researching specs, procurement chasing price, and directors weighing capital spend all received identical emails, when they received anything at all.

Challenge 03

Expertise nobody could see

Decades of application knowledge trapped in the sales team’s heads while prospects self-educated on competitors’ content.

The approach

How We Fixed It.

01

Map the real buying journey

Interviews with the sales team to chart the actual path from enquiry to purchase order, including where deals stall and which questions predict a close.

02

Score and route every enquiry

Lead capture wired into Klaviyo with role, application and timeline fields, feeding a scoring model that decides who gets nurture and who gets a phone call.

03

The quote-follow-up machine

A structured post-quote automation: technical reassurance at day three, an application case study at day ten, an expiry and re-scope prompt at day 25. Sales notified the moment a quote email is opened twice.

04

Nurture tracks by role

Spec-led content for engineers, cost and lead-time content for procurement, return framing for decision-makers. Each track months long, because that’s how long the decision takes.

05

A monthly authority send

One genuinely useful application-engineering email per month to the whole engaged base. Not a newsletter: a reason to be remembered when the budget lands.

The results

What Moved.

Email finally matched the way the business actually sells: slowly, technically, and on trust.

+37%

Quote-to-order conversion on nurtured deals

£310,000

In pipeline influenced by email in year one

4.2×

More re-engaged dormant enquiries than the prior year

“AMS quote: what the quote-follow-up machine changed about the pipeline, pending real testimonial”

AMS Robotics

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★★★★★ 100% satisfaction rate ·40+ brands helped·£10M+ revenue generated

“They'd found us more revenue before we'd even signed anything. The call alone was worth it.”Callum, CGS Direct

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