Omnichannel lead generation for a design and fabrication company

The context: When referrals and events stop being predictable

The client is a U.S.-based design and fabrication company that creates branded environments for retail and hospitality-centered businesses.

They handle everything in-house: from concept and design to manufacturing and nationwide installation, giving brands a single partner for consistent rollouts across hundreds of locations.

Here’s why they addressed Belkins:

• Despite recurring organic growth (5–10% historically), they hit a $28M–$30M “glass ceiling.” The constraint was getting enough meetings to feed the funnel.
• They had a strong in-room conversion rate: 20–30% to a second meeting/price quote and 33–50% from quote to closed-won. However, they had limited sales bandwidth and messy data — HubSpot had 55K contacts/30K companies, much of which was stale.
• Events and bespoke networking still helped, but they wanted a repeatable, transparent top-of-funnel strategy to keep senior sellers focused on closing.

They asked Belkins for:

• A reliable pre-sales system, so that their sales team would have enough opportunities to work on.
• Data hygiene — they wanted to clean up, enrich, and expand their HubSpot data.
• Resonating campaigns and message testing by persona/vertical so that C-level buyers could get it in seconds.

— Owner and Executive VP

Strategy: Focused accounts, simple orchestration, consistent follow-through

Our plan mirrored exactly what the client asked for on that first discovery call — clarity of pitch, a clean data spine, and a repeatable engine that books exec-level meetings for an experienced sales team. The high-level strategy looked like this:

1. ICP and messaging that land in one scroll.

• Nail the ICP (multi-location restaurants/F&B as the core) and write persona-tight messaging around their superpower: domestic, full-cycle, fast rollout with proof.
• Keep testing value props per title (design/construction, facilities, brand/marketing leadership) and per size band (number of locations).

2. Data you can trust.

• Overhaul HubSpot to keep the accounts up to date and relevant:
  • Clean up → enrich → expand the database
  • Segment records by location count and vertical
  • Layer “next 100/200 to watch” quick service restaurants (QSRs) lists and PE-backed risers.

3. Orchestration that isn’t over-engineered.

• Email as the backbone: consistent volumes, offer-led sequences — “domestic fabrication,” “drive-thru refresh,” “mobile pickup redesign.”
• LinkedIn for driving intent: tier prospects 1–4 by profile activity / Premium subscription / number of followers / recent activity; engage tiers 1–2; use signals to prioritize follow-ups.
• Calling for conversion: live co-browsing of the client’s portfolio — turning visuals into instant trust.
• Quarterly business review meetings (QBRs) for course correction: every quarter, align stats + next steps; swap in new offers based on what the market is actually reacting to.

4. Nurture discipline.

• If a theme hits, don’t stop at 3–4 waves. Add waves while performance holds (this paid off in the “domestic fabrication” run).
• Keep nurturing leads across channels to form buying intent.

Each channel we chose for this strategy played a distinct role in the system, with no overlaps or wasted motion:

• Email: a steady driver, easiest to scale, cleanest lever on CPA.
• LinkedIn: lower direct conversion lately (e.g., ~1 booking in recent months), but excellent intent radar and social proof.
• Calling: a strong closer when paired with live portfolio walk-throughs.

Together, they create an omnichannel flow that feels natural to the buyer — not pushy, not disconnected — just well-timed outreach that lands meetings.

The standout campaign play

When tariffs hit the news, we leaned into the client’s domestic manufacturing advantage.

• Audience: ~6,000 relevant contacts.
• Execution: 3–4 initial waves to establish traction, then +2 waves once replies/meetings proved durable.
• Outcomes: ~17 meetings and the largest single opportunity so far at $575K.
• Why it resonated: It connected a pressured moment (tariffs/supply chain) with credible, visual proof of the claim that “We build here, we roll out fast.”

Our step-by-step campaign planning and execution went as follows:

1. Message crafting

1. 1. Test 2–3 short, offer-driven email templates around domestic fabrication (tariff-safe, fast rollout, made in the U.S.)
   2. A/B test subject lines + CTAs
   3. Include portfolio visuals

2. Omnichannel outreach

1. 1. 4-wave email sequences: launch first-touch emails → soft follow-up → case-study link → direct ask
   2. LinkedIn touchpoints: connect with tier 1–2 prospects → personalized message referencing market trend (tariffs)
   3. Calling: reengage opens/replies → “Hey [name], saw you checked out our case on domestic fabrication…”

3. Nurturing and retargeting

1. 1. Leads who open but don’t reply enter the nurture loop — 1–2 more waves with new value props or case proof
   2. High-engagement leads are recycled into LinkedIn messaging or call follow-up
   3. Re-run top-performing template with new micro-segments (e.g., quick-service vs. casual dining)

4. Appointment booking

1. 1. SDR books meetings directly for the client’s execs — the owner and sales team
   2. Share full email/LinkedIn thread for context
   3. Add meeting + company to HubSpot for tracking

5. Review and optimize

1. 1. Analyze replies, conversion per wave, CPA per channel
   2. Identify high-performing messaging angles
   3. Report via QBR → decide whether to extend campaign (as done here with +2 extra waves)

What slowed results (and how we fixed it)

Every campaign hits a few speed bumps. What matters is how fast you recover. Here’s what issues we’ve encountered and how we resolved them.

Why it worked

Predictable growth rarely comes from radical change — it comes from doing the right things over and over. Here are a few insights from this project that our team highlighted:

• Focus beats fragmentation. One strong ICP (restaurants/F&B) outperformed three weak ones.
• Timing + proof matter. “Domestic fabrication” met a real, time-sensitive pain. Supported with a strong portfolio, it helped us reach outstanding results.
• Simple system, consistent execution. Email as the spine, LinkedIn for signals, calls for conversion, QBRs for discipline.
• Infrastructure for trust. HubSpot dashboards, buying-committee notes, and message tests gave everyone a clear picture of progress.

Takeaway: Predictability beats spikes. The moment the client embraced structure, their outbound stopped feeling like a guessing game and started compounding month after month.

What’s next

The next stage for the client is all about scaling what works and experimenting where it makes sense.

• Hold the core: Keep the restaurant/F&B engine running and continue growing (physical + digital) donor-wall wins.
• Add a test lane: Pilot banking outreach post-September QBR, adjusting offers and personas.