--- title: "Omnichannel Lead Gen for a Manufacturing Company | Belkins Case Study" description: "Belkins helped a U.S. signage and fixtures manufacturer penetrate a restaurant/retail market, book 50–60 meetings in a year, build a predictable pipeline, and scale to new niches." url: "https://belkins.io/case-studies/omnichannel-lead-generation-for-a-signage-manufacturer" --- # Omnichannel lead generation for a design and fabrication company A U.S.-based signage manufacturer improved lead flow and tripled its pipeline with Belkins’ omnichannel strategy - $2.7M Pipeline generated - $575K The largest deal booked Category Omnichannel lead generation Industry Manufacturing Headquarters USA Company size 51-100 employees ## Results first: Quick wins and the bigger shift Sometimes, all it takes to unlock new growth is momentum and a partner who can build it predictably. When the client came to Belkins, their goal was clear: to make outbound a reliable source of qualified meetings for their high-performing but bandwidth-limited sales team. Here’s what happened next: - **Appointments:** 31 meetings booked within the core segment (restaurants/food and beverages). - **Overall cadence:** 4 meetings/month on average; ~50–60 over the last full year (2025). - **Market reach:** 1.6% of a ~2,000-account restaurant market (an ongoing climb). - **Pipeline generated:** All the appointments booked by Belkins increased the client’s pipeline by $2.7M, with the average deal size being $82K. - **Revenue signal:** Multiple closed-won + open opportunities + pilots that often start at $15K–$20K and expand on repeat orders. - **Breakout campaign:** 17 meetings from 6,000+ contacts across several waves, including the largest single opportunity to date, estimated at $575K. - **CPA trend:** 2025 at $1,600–$1,700 → 2026 at $1,100 (first measured quarter), tracking toward $1,000–$1,100. - **Budget signal:** As CPA sustains $1,000–$1,100, the client plans to move the budget from events to Belkins due to better ROI. > “The difference was immediate. For the first time, we could actually see outbound working — appointments were consistent, conversion stayed high, and the pipeline finally became predictable.” > > — Owner and Executive VP ## 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. > “We needed a system that could grow with us rather than just another vendor. Belkins came in with clarity, structure, and a real sense of partnership.” > > — 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:** The $575K opportunity came from a time-sensitive angle; results of this size depend on a market moment the offer can credibly answer. 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. - Test 2–3 short, offer-driven email templates around domestic fabrication (tariff-safe, fast rollout, made in the U.S.) - A/B test subject lines + CTAs - Include portfolio visuals **2\. Omnichannel outreach** 1. - 4-wave email sequences: launch first-touch emails → soft follow-up → case-study link → direct ask - LinkedIn touchpoints: connect with tier 1–2 prospects → personalized message referencing market trend (tariffs) - Calling: reengage opens/replies → “Hey \[name\], saw you checked out our case on domestic fabrication…” **3\. Nurturing and retargeting** 1. - Leads who open but don’t reply enter the nurture loop — 1–2 more waves with new value props or case proof - High-engagement leads are recycled into LinkedIn messaging or call follow-up - Re-run top-performing template with new micro-segments (e.g., quick-service vs. casual dining) **4\. Appointment booking** 1. - SDR books meetings directly for the client’s execs — the owner and sales team - Share full email/LinkedIn thread for context - Add meeting + company to HubSpot for tracking **5\. Review and optimize** 1. - Analyze replies, conversion per wave, CPA per channel - Identify high-performing messaging angles - Report via QBR → decide whether to extend campaign (as done here with +2 extra waves) > “That campaign was a smashing success because it hit the market at the perfect time. It proved how quickly we could turn a challenge into a pipeline.” > > — [Alice Rassadina](https://www.linkedin.com/in/alisa-rassadina/), AM Team Lead, Belkins ## 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. | **Challenge** | **Solution** | | --- | --- | | **Finite market, scattered focus** | Meetings softened when we spread across too many verticals. We refocused on restaurants/F&B, tightened personas, and rebuilt offers. | | **Seasonality** | We padded Q4 with content plays and kept nurturing instead of pausing. | | **Data drag** | We treated cleansing/enriching/segmenting as core work, not a side quest. | | **Process visibility** | QBRs standardized the rhythm, helping us align on wins/gaps, pick offers, and commit to the next 90 days. | > “We learned that fewer, sharper campaigns outperform bigger, broader ones. Once we narrowed the focus, performance picked up almost instantly.” > > — [Alice Rassadina](https://www.linkedin.com/in/alisa-rassadina/), AM Team Lead, Belkins ## 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.** This setup suits companies like the client that convert well once in the room but lack the sales bandwidth to fill their calendars; outbound supplies the meetings, and senior sellers keep closing. 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. > “This partnership proved that a predictable pipeline isn’t about volume, it’s about rhythm. Now we have it.” > > — Owner and Executive VP - Reading duration 10 min - Published 29 Oct 2025 Want 100+ qualified appointments yearly? Let's map your winning lead generation strategy. Contact us to unlock your growth potential Want to get 100 to 300 opportunities yearly and 10x your ROI? Book a call with Belkins experts to pick the right strategy and tactics that brings your sales to the next level. 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