Manufacturing lead generation: Challenges and best tactics

To crush it in lead generation as a B2B manufacturing company, you can’t skip out on these must-haves:

• Nail down top lead sources to find your ideal prospects.
• Leverage the latest trends to seize more market share.
• Set up a tried-and-true process & toolkit for a consistent lead gen.

But we frequently hear from our manufacturing clients that even though they can generate leads, scaling these efforts and achieving a real impact on key business metrics is a true puzzle. Whether they’re relying on in-house teams or outsourced agencies, it’s often the same story. They can build a solid contact list but fail to deliver when it comes to advanced metrics like:

• How many of those leads are actually qualified?
• What was the lead-to-sales meeting conversion?
• How has the sales pipeline improved?
• What was the long-term impact on revenue?

To maximize the chances of qualifying and converting into solid opportunities, you’ve got to align your efforts with your overall business goals and take a strategic, targeted approach.

In this article, we’re diving into the current trends, breaking down the most effective tactics, and discussing emerging channels for B2B manufacturers. You’ll see how focusing on those advanced metrics can supercharge your lead generation and push your business forward.

Trends in manufacturing lead generation

The manufacturing companies we work with share how they strive for digital innovation but struggle to allocate resources and switch from old-fashioned channels. That's only wasting their time and money. And that happens not because the traditional channels stopped performing but because the market has changed.

So, what exactly has changed in manufacturing lead generation? Here’s our brief recap:

Take it from one of our clients:

Challenges manufacturing companies face in lead generation

By analyzing initial interview calls with 200+ manufacturing companies, we’ve identified key challenges preventing their sales pipeline growth:

• Variable sales cycles and unpredictable lead flow: It takes ages to close one solid lead, and it’s almost impossible to keep a steady pipeline. Also, it’s really tough to plan growth when deals take forever to close. Just like our customer said: “It feels like there’s no way to speed things up — prospects need so much time to figure everything out and make a decision.” Sales reps must reach out immediately when a potential client is ready, which can be a real resource drain, especially when you have a few people on your team.
  
  
• Traditional methods fail to bring leads: Old-school tactics such as word-of-mouth and trade shows are simply not scalable enough in a competitive market to fuel growth. But how can we make digital channels work for the manufacturing niche? More and more manufacturers seek the answer and strive to bridge the gap between traditional and digital, which is burdensome. And it’s not about abandoning traditional channels. It’s all about aligning them with digital ones to work together seamlessly for maximum impact.
  
  
• Outbound campaigns fail to perform with complex buying groups: Unlike in niches where a decision-making process is straightforward and can involve 1 person, in manufacturing, it’s difficult to craft the conveying messaging that will hit several moving targets at once. The result — poor engagement rates and close to zero conversions. Without a targeted approach for reaching different stakeholders, each with its own priorities, outbound channel outreach only drains manufacturers’ resources.

• Difficulty with getting the right prospects in the sales pipeline: Manufacturers often waste time targeting the wrong people within a buying center. This lack of clarity about whom to contact results in inefficiency and missed opportunities.
  
  
• Complex products make it challenging to find outsourced lead gen partners to deliver the promised leads: Many manufacturers have tried using outside lead gen companies but are often let down by the outcome. These agencies just can't adapt to tech messaging and create leads that don’t turn into deals. One client shared that after working with a lead gen vendor for 6 months, they got one decent lead, despite being promised 15.
  
  
• Limited resources for marketing innovation: Manufacturers excel in research and product development, but they allocate minimal resources (often less than 10%) for digital marketing efforts. As one manufacturer put it: “There's a lot of kind of untapped potential where folks just don't even know about our business and capabilities.” Without the right systems and processes in place, it’s hard to make it work effectively and keep things moving.”

Best strategies and tactics to fix manufacturing lead generation challenges

Now, let’s figure out how to approach solving the challenges above, including our personal experience generating leads for B2B manufacturing companies.

How to speed up long and variable sales cycles

Solution #1: Generate leads using omnichannel approach

Most manufacturing companies still rely on 1 or 2 channels to generate leads, not adapting effectively to the complex customer journey. The longer the sales cycle, the more touches customers need before making a purchase decision, and that’s why an effective strategy that combines both inbound and outbound channels is a must.

Omnichannel B2B lead generation approach combines inbound (e.g., SEO, content) and outbound (e.g., targeted ads, cold outreach) channels to create a dynamic lead generation funnel. This ensures that customers build trust in your brand and are ready to opt for your product once needed. It helps to maintain relevant engagement at every stage, maximizing conversion rates and revenue.

Here are key components of the omnichannel approach and how we do that in Belkins: 

• Consistent ICP (ideal customer profile) optimized messaging across all channels
• Tailored channel sequences and data-driven personalization based on customer behaviors and preferences
• Well-designed logical flow that moves a customer to the bottom of the funnel (see the scheme below)

Solution #2: Ensure a strong marketing and sales alignment

A single broken component in an assembly line can bring the entire production process to a halt — and the same principle applies to your sales cycle.

Marketing and sales must work together as 1 cohesive unit to ensure a smooth, predictable journey for the customer, and this is especially crucial when it comes to lengthy sales cycles. 76% of companies with strong team alignment consistently meet their lead generation goals, underscoring the importance of collaboration that results in a cohesive strategy, better performance monitoring, faster results, and ultimately shortened sales cycle.

The 2 common types of misalignment between sales and marketing teams are:

• Different perspectives on the target audience (failure to agree on what constitutes a qualified lead)
• Inconsistent messaging and value proposition, using different approaches

All these mistakes result in missed opportunities, which merely contribute to elongated and unpredictable cycles.

Implementing a systemized, documented process can eliminate these issues. By treating your sales and marketing workflow like an assembly line — where every step is clearly defined and seamlessly integrated — you can ensure that leads move efficiently from one stage to the next.

Solution #3: Segment your leads by strategic criteria

The correct lead segmentation is key to tackling long and unpredictable sales cycles. When setting up lead gen for our clients, we always start with advanced segmentation to focus foremost on ready-to-convert prospects. This also helps to prevent the common pitfall of chasing leads that aren't ready to buy, shortening the time spent nurturing unqualified leads.

Signs high-priority prospects usually demonstrate:

• The company actively seeks a new supplier.
• The company plans to scale its production capabilities.
• Stakeholders from the company post on LinkedIn or participate in relevant discussions about an issue that your product can immediately solve.
• The company actively attends industry-related offline or online events.
• You know the company's existing technology is outdated, and your product offers an undeniable return on investment (ROI).

Solution #4: Automate repetitive sales prospecting tasks

Solving reoccurring manufacturing sales prospecting tasks in more of a strategic and automated way gives time to focus on high-value tasks, such as looking for new lead opportunities. For instance, HubSpot’s customizable features and robust analytics enable efficient deal tracking, timely follow-ups, targeted outreach, and personalized interactions — all contributing to closing opportunities faster.

Here’s how to do that:

1. Evaluate your team’s daily operations to identify frequently repeated tasks. Consider what could be improved from a productivity standpoint. How can processes be made quicker, smoother, and more efficient?
2. Use lead generation platforms like LinkedIn Sales Navigator, Apollo, or ZoomInfo to automatically source leads based on your ICP. Integrate these tools with your CRM to streamline data collection and eliminate manual entry.
3. Automate email outreach with tools like Reply.io or lemlist. Create personalized email templates for outreach and follow-ups that dynamically adjust based on lead responses to maintain consistent engagement.
4. Implement CRM automation using tools like Salesforce, Pipedrive, or HubSpot to qualify leads automatically. Set up criteria such as company size, industry, or engagement level.
5. Connect platforms with workflow automation tools like Zapier to handle repetitive processes. Automate tasks such as adding new leads from form submissions into your CRM, sending lead information to Slack for immediate follow-up, or syncing meeting schedules with your calendar.

📚 Related post: How to set up B2B sales prospecting for manufacturing leads

How to maximize traditional channels' impact

Solution #1: Warm up high-value leads before industry trade shows

Trade shows remain one of the most effective ways to generate clients seeking your manufacturing solutions. However, without the list of attendee prioritization and email outreach before the event, it’s challenging to convert face-to-face interactions into meaningful opportunities.

Here’s a prominent case with our client GE HealthCare, a medical technology company. Before our partnership, the company was pressed for time to secure meetings with qualified prospects at the conferences.

Belkins team conducted deep research, segmented the list of attendees, and launched targeted outreach to find high-qualified prospects and ensure the client’s sales team had meaningful conversations at the events. After getting all the necessary data and studying the client’s ICP, we launched highly personalized sequences for each event, resulting in 135 in-person meetings in 7 months.

Solution #2: Intent-based cold calling instead of traditional

Unlike traditional cold calling when you call unengaged prospects, intent-based cold calling means reaching out to decision-makers who’ve replied to an email, reacted to social media posts, or simply visited your business page. The calling based on trigger events brings up to 30% more appointments and ensures the caller uses highly personalized scripts for every lead based on previous behavior and interest.

Here are some industry-related data insights from our SDRs: 

• The best days for cold calling in manufacturing are Tuesday and Wednesday.
• Call-to-demo rate remains consistent throughout the week, with a notable peak on Tuesday. 
• Overall, in the manufacturing industry, it’s best to leverage early to mid-week cold calling efforts.

Solution #3: Run highly personalized on-site demos and meetings

Instead of a general presentation at a demo day, segment prospects based on their specific needs and customize the product demo accordingly. The initial research and cold email outreach help identify the specific challenges of each prospect.

For instance, if you're selling raw materials for production, show how your materials integrate seamlessly with their existing processes. Provide a tailored walkthrough of the product, focusing on each group’s key pain points or requirements.

A fresh perspective is to offer a hands-on approach where prospects can use your product or sample raw materials themselves. This immersive experience will make them feel more involved and confident in the value of your offering.

How to launch outbound campaigns effectively

Solution #1: Extend leads research data beyond a company’s position

A well-researched lead database should include detailed lead insights, which help SDRs engage with prospects more meaningfully. This level of depth ensures that SDRs cannot only respond effectively but also connect with prospects on a much more personalized level, increasing the likelihood of building strong relationships and moving the conversation forward.

Solution #2: Create a targeted value proposition for each decision-maker

Since multiple stakeholders are involved in the decision-making process in manufacturing, it’s crucial to craft value propositions that resonate with the unique concerns of each decision-maker.

Customizing your value proposition to align with a specific customer profile and segment is essential for maximizing impact and driving engagement.

Some of the key points related to value proposition include: 

• Specific solutions in value prop that others can’t provide
• Focus on key business gains when targeting C-level positions
• Focus on product technical description when engaging tech prospects
• Quantifiable benefits proven by your previous case studies 
• Including a special offer (e.g., 2 full years of software support) 
• Mentioning specific turnaround time and delivery

📚 Related post: 4 value proposition examples for manufacturing companies

Solution #3: Add an ICP-centered hook to your emails

One of the reasons for extremely low engagement is an opening that doesn’t appeal to the prospect's needs. Since, in most cases, manufacturing contacts don't have an urgent need for a product and already work with another supplier, you need to give them a profound reason to open your message.

Based on your ICP, you can try one of the following hooks:

• Referral hook: Leveraging connections within the prospect's organization to establish relevance and credibility.
  
  Example: It seems you may be involved in feed analysis management at {{Company}}. Am I correct, or is {{Referral_Name}} a go-to person?
  
  
• Face-to-face (F2F) meeting invitations: Encourage more personalized interaction, which is particularly effective for manufacturing prospects who prefer traditional channels.
  
  Example: I see {{Company}} hasn't found a cost-effective feed mill analysis solution yet. As we're based in {{City}} too, I thought about inviting you to our company to show how you can significantly cut costs on laboratory analysis with our devices.
  
  
• Pain point related questions: Target specific challenges the prospect faces from the first lines, giving the reason to open the email. Companies' typical issues are efficiency improvements, cost reductions, and compliance challenges.
  
  Example: How does {{Company}} sort mixed plastic types and prevent contamination of single-material waste streams?
  
  
• Event-triggered hook: When a client’s company opens a new facility or expands to your city, it’s a great hook for your emails to show that you did research and have a personalized offering.
  
  Example: "I see {{Company}} recently opened a new production facility in {{City}}. Since we're based here too, I’d love to invite you to our showroom for a personalized demonstration of how our solutions could help you streamline operations.

📚 Related post: How to create an outreach campaign for manufacturing (+ email templates)

Solution #4: Focus on high-value content

Manufacturing buyers seek value-driven, educational content that addresses their specific needs rather than generic sales pitches. To engage them effectively, create content that provides real insights into how your product or service solves their challenges. For instance, detailed case studies, technical articles, and FAQs tailored to their industry or pain points can build trust and encourage deeper engagement.

Here’s a prominent example of a steel manufacturing company that regularly produces high-value content that can be included in targeted outreach campaigns:

Solutions to reach the right decision-makers

Solution #1: Use manual research instead of lead database

Search, and it's not something you can do with shortcuts. While lead databases can give you scalability, they lack precision, making it tough to find the right decision-makers. Also, they provide only contact info, without the deep research required to qualify a lead.

Manual research with paid tools like Sales Navigator, on the other hand, lets you pinpoint specific companies and their key decision-makers, ensuring your sales team spends time on qualified leads.

 📚Related post: Where to find free manufacturing leads

Solution #2: Leverage niche sources 

For manufacturing companies targeting specific sectors, leveraging niche resources can be highly effective. For example, when working with a manufacturing client focused on government contracts in the U.S., we utilized RFP resources like RFP Delivery to identify relevant opportunities.

Similarly, for an electronics manufacturing client, we tapped into BuyBoard, a purchasing cooperative where registered vendors can connect with organizations such as school districts, police departments, and municipalities that often buy exclusively from approved vendors. By aligning with these specialized platforms, manufacturers can target high-potential clients in specific industries while ensuring compliance with procurement processes.

Solution #3: Enhance search with tools

Tools like Apollo and LinkedIn Sales Navigator help you filter prospects based on criteria such as company size, industry, location, and job titles, allowing you to pinpoint individuals who meet your ideal customer profile. You can create a targeted list of prospects who are more likely to convert into qualified leads.

Additionally, once you have the contact information, further verification through manual research or tools like PhantomBuster can help ensure the accuracy of your leads, making the outreach process more efficient and effective.

Solution #4: Expand your ideal customer profile (ICP)

One of the common mistakes manufacturers make is filling ICP with decision-makers only. Due to the long sales cycle in manufacturing, it makes sense to include rising stars within your ICP companies and maintain contact with them as they grow into decision-making roles.

Broadening your ICP can unlock new lead opportunities and support scalable sales growth. Here's how to refine and expand your ICP:

• Look beyond current decision-makers: Those in developing roles who will eventually have a say in purchasing decisions. Engaging with them early can establish a long-term relationship (e.g., not only laboratory manager but also quality assurance manager, compliance officer, and operations manager).
• Identify new markets: Broaden your ICP to reach industries or departments you may not have considered. For instance, if you offer NIR solutions for feed quality, target not just laboratories and feed mills but also university research departments and agricultural institutions.

 📚Related post: ICP examples for a manufacturing company

How to find a high-performing manufacturing lead gen partner

Solution #1: Ensure your partner has manufacturing industry expertise

When selecting an outsourced lead generation partner, it’s essential they not only understand the nuances of your industry but also have proven expertise in generating leads for complex products like yours. For example, when targeting highly technical roles, such as engineers designing a project, your partner should craft a detail-oriented value proposition — free of generic marketing jargon — that speaks directly to the challenges and needs of that role.

Here’s a brief checklist to verify your partner’s awareness of your industry: 

✅ A partner dives into your entire sales and marketing history.
✅ A partner dives deeply into your product’s technical details.
✅ A partner creates workbooks to adopt messages to your tone of voice.
✅ A partner features number-driven manufacturing case studies.
✅ A partner leverages industry best practices to drive measurable results.

This level of expertise will help ensure the lead gen process aligns with your business goals and resonates with your target audience.

Our team brings the 8-year expertise you need to implement digital strategies that actually work for B2B manufacturers. From optimizing your online content to running tailored outreach campaigns, we create solutions built around your niche, advanced audience, and long sales cycles.

Alex, Head of Operations at Belkins

📚Related post: 6 lead generation agencies with manufacturing niche expertise

Solution #2: Check if your partner offers advanced KPIs tracking

A high number of leads and ROI is impressive. But these KPIs don't tell the whole story when evaluating the effectiveness of a lead generation campaign. To truly measure success, a top-notch lead generation partner will focus on advanced B2B sales metrics, including:

• Average contract value (ACV): Tracks the average revenue per deal, helping manufacturers assess the profitability of their contracts
• Lifetime value (LTV): Projects the total revenue a customer will generate, offering insight into long-term relationships with clients
• Customer acquisition cost (CAC): Calculates the cost of gaining a new customer, revealing the efficiency of your lead gen spend
• Sales velocity (deal velocity): Measures how quickly deals progress through the pipeline, ensuring no opportunity lingers too long

These metrics offer a comprehensive view of the lead generation process, revealing how efficiently leads move through the sales funnel and contribute to sustainable business growth.

At Belkins, we go beyond surface-level KPIs. By tracking and reporting on these and other advanced metrics, we help our clients not just fill their CRM with leads but build a robust sales pipeline that drives sustainable business success.

Solutions to make inbound channels work in manufacturing 

Solution #1: Convert high-value accounts with account-based marketing 

Account-based marketing (ABM) is a highly focused and strategic approach where marketing efforts are tailored to a select group of high-value accounts. By targeting specific businesses rather than spending money on a wide-net marketing, you can launch marketing campaigns that resonate with the decision-makers at those companies.

ABM can be highly effective in the manufacturing industry when the goal is to engage and convert specific high-value accounts, such as large buyers, enterprise clients, or distributors.  

💡 Practical ideas for account-based marketing:

• Use LinkedIn or Google Ads to target key industry vertical accounts specifically, offering insights into how your product fits their unique needs.
• Develop customized gated content (e.g., brochures, product training, and localized case studies) for a specific sector, highlighting how your parts improve efficiency or meet compliance requirements.
• Host private or invitation-only webinars focused on specific industry challenges, highlighting your product's value in solving them.

Solution #2:  Tie inbound channels to the customer journey

The right targeting rules the marketing game. 47% of manufacturing marketers face the challenge of disconnected inbound strategies that fail to align with the customer journey.  For example, a manufacturer of industrial pumps might face challenges if their inbound marketing strategies don’t align with the stage when potential customers are just beginning to research solutions.

When the right touchpoints — blogs, case studies, and emails — are mapped to these stages, they create a cohesive journey that nurtures prospects along the path to conversion, ultimately resulting in higher engagement and more closed deals.

Here are examples:

• Awareness stage: At this stage, blog posts and educational content can help attract customers who are unaware of the specific solutions they need. For instance, a blog post titled “How To Choose the Right Pump for Your Manufacturing Process” could drive traffic from prospects looking to learn about available options.
• Consideration stage: Once the prospect shows interest, case studies, product comparisons, and technical white papers come into play. A case study demonstrating how your pumps saved a similar company on maintenance costs can engage prospects who are actively evaluating solutions.
• Decision stage: At the final stage, targeted email sequences can directly address the prospect’s specific needs, highlighting a product demo or offering a consultation with a product expert. This is the point where your solution can be framed as the ideal fit, backed by ROI-focused messaging and testimonials from similar clients.

Solution #3: Prioritize thought leadership content

By sharing valuable insights, industry trends, and problem-solving solutions, you establish your company as a credible authority, which can differentiate you from competitors. Here's how to effectively implement thought leadership content in the manufacturing sector:

• Create in-depth articles or e-books that explore key manufacturing processes, innovations, or standards.
• Use case studies as gated content to share how your solutions have helped clients overcome challenges or achieve their goals.
• Bring together industry experts to discuss relevant topics. This could be a Q&A session focused on supply chain resilience.
• Write guest articles for established manufacturing magazines and share insights on hot topics like sustainability in manufacturing or the future with AI.
• Encourage employee personal branding. Have subject-matter experts within your company write guest blogs or LinkedIn articles on key topics related to manufacturing processes.

Emerging lead generation channels to build a stronger digital presence

Website and gated content

A basic website with just your company’s name, a stock image, and a phone number is no longer sufficient. Today, even niche industries like manufacturing require a well-designed website that serves as the foundation of your digital strategy. For inspiration, check out this impressive website from a steel manufacturing company.

If even the idea of creating a multipage site like that feels daunting, start with a single, high-impact landing page. Even one well-crafted page can significantly boost your lead generation efforts.

Key elements to include:

• A strong value prop: Clearly communicate what sets your company apart and how you solve your customers’ challenges.
• A 2-minute video demo: Showcase your manufacturing process to build trust and highlight your expertise.
• Contact info: Make it easy for prospects to reach you.
• Social media links: Direct visitors to your active profiles for more engagement.
• High-value gated content: Offer resources like a white paper, case study, or industry report in exchange for contact information.

Industry-related groups and forums

Active participation in industry-specific online communities on LinkedIn or manufacturing forums like Practical Machinist helps to position your company as a thought leader.

The opportunities are extensive: 

• Sharing insights, answering questions, and providing practical advice related to manufacturing trends and challenges to showcase your expertise
• Identifying potential collaborators or influencers in these forums to amplify your presence and build credibility within the industry
• Sharing relevant links to your gated content or other valuable resources subtly in conversations where it adds value to drive traffic to your website and attract prospects seeking your solution

Review platforms

Actively request reviews from satisfied clients on platforms like Clutch or Trustpilot. Positive testimonials enhance your brand's reputation and help attract potential customers. Also, you can feature the best reviews as testimonials during your outreach to provide social proof and build trust with prospects.

Social media

Short posts are the most popular type of content used by manufacturing marketers in 2024. You can leverage this source to post success stories, case studies, and behind-the-scenes looks at your manufacturing processes to engage your audience and build trust.

Source: Manufacturing Content Marketing Benchmarks 2025

Also, consider developing platform-specific content strategies (e.g., LinkedIn for thought leadership, Instagram for showcasing innovative products, and Twitter for industry news and updates) to build a strong digital presence and invest your efforts smartly.

Video content

Just because you’re in a technical market doesn’t mean your content should be static or unengaging. 74% of manufacturing marketers report that video is the most effective medium to attract new clients. The reason is the growing popularity of audiovisual short-form content from B2C companies.

And we’re talking not only about YouTube but also short-form content platforms like TikTok or Instagram. Some of the ideas include showcasing your factory capabilities, demonstrating your sustainability practices, and providing insights into your process.

Source: Skin Solutions Manufacturing Company

Video content is one of the most effective marketing tools in manufacturing. With the rise of platforms like YouTube and LinkedIn, video content allows manufacturing companies to showcase their factory capabilities, demonstrate their services, and provide insights into their processes.

Videos can range from virtual factory tours to educational webinars. Such content not only attracts potential clients but also helps build a strong online presence. According to recent research, 90% of manufacturing marketers reported that videos produced the best results for their content marketing efforts — a sign that even B2B video content goes a long way!

Paid ads campaigns

68% of manufacturing marketers cite search engine and pay-per-click marketing as producing the best paid-channel results. When strategically designed, paid ads allow you to reach a precise audience through platforms like Google, LinkedIn, or industry-specific networks.

With advanced targeting options, you can focus on key segments, such as operations managers, engineers, or procurement officers, ensuring your message resonates with the right stakeholders. Highlighting measurable business outcomes, such as cost savings, efficiency improvements, or sustainability benefits, further amplifies the effectiveness of these campaigns.

Webinars

49% of manufacturers agree that webinars are among the most effective distribution channels in 2025. They allow you to connect directly with industry professionals, addressing their challenges while building trust and credibility. By offering valuable insights, such as innovations in manufacturing processes or case studies that highlight successful implementations, webinars become a powerful tool for lead nurturing.

Ensuring a consistent lead flow

You don’t have to tackle this alone — partnering with Belkins can simplify and accelerate the entire process. From meticulous lead research to prospecting and sales enablement, our team of experts covers every stage of your sales pipeline. With our proven methods, we deliver a seamless, end-to-end process that improves sales efficiency by an impressive 46%, driving measurable growth for your business.

We take the time to fully understand your complex products and business goals, seamlessly integrating with your internal team to complement and enhance their efforts, not replace them. What’s more, partnering with us means you’ll save on costly tools and software, as these are included in our services.

Ready to achieve similar results? Book a call with our experts to learn how we can ensure a higher lead closing rate for your manufacturing company or explore manufacturing client success stories.