Case study

How NGS Engineering booked meetings with Boeing, Lockheed Martin and Blue Origin

NGS came to us to reach engineering decision-makers inside the world's largest manufacturers. Targeted LinkedIn outreach now generates more than 80 qualified leads a month and has opened meetings with Boeing, Lockheed Martin, FedEx, Walmart, CAT, Kroger, Blue Origin, Intel, Ford and General Electric.

Headline figures

80+

Qualified leads generated per month

10

Global accounts opened, including Boeing, Lockheed Martin and Blue Origin

About NGS Engineering

What they do

Automated process solutions, cleanrooms and specialist fabrication

Industry

Manufacturing

Headquarters

Shannon, Ireland

Engagement

Outreach, Content

TL;DR

NGS Engineering has designed and built automated process solutions, cleanroom environments and specialist fabrications from Shannon since 1985. noticed. ran targeted LinkedIn outreach against named engineering and operations decision-makers at a defined list of global manufacturers, supported by content that gave NGS something credible to be found with. It is the clearest demonstration we have of what the channel does in industrial B2B.

• Pipeline: more than 80 qualified leads a month, and meetings booked with Boeing, Lockheed Martin, FedEx, Walmart, CAT, Kroger, Blue Origin, Intel, Ford and General Electric.
• Method: a named account list, messages written in the language of the plant, and a profile that held up when checked.

Challenge

Forty years of engineering credibility counts for little if the right person never hears about you.

NGS serve healthcare, data centres, automotive and oil and gas. The work is genuinely specialist. The problem is purely one of access: the engineering and operations leads inside the world's largest manufacturers are reachable, but not by anything that looks like a sales list.

This is the single best argument for the channel in industrial B2B. There is no other route where a fabricator in Shannon gets a message in front of named decision-makers at Boeing, Lockheed Martin and Blue Origin — and no trade show, list or cold-call programme that would open ten accounts of that size.

The account list

Named accounts and named people, not a segment.

Outreach against a defined list changes what is worth doing per contact. At this size you can know the plant, the programme and the problem before writing a word, which is the only reason a message from an unknown supplier gets read.

1. Decide the accounts. A finite set of global manufacturers the business wanted to be in front of, worked continuously rather than blasted once.
2. Find the engineering and operations leads, rather than procurement contacts or whoever matched a job title filter.
3. Write in their language. Use the buyer's own engineering vocabulary. A message in the terms the plant actually uses reads as a peer; a message in supplier-speak reads as a list.
4. Offer two routes forward, never a yes or no — a binary CTA splits the path instead of putting a gate across it.

What happens after the message

The first thing a decision-maker does with an interesting message is look at who sent it.

Content ran alongside the outreach for exactly that reason. It is not there to build an audience; it is there so that the profile a prospect checks before replying shows a business that knows its subject, rather than an empty page with a logo.

For an unknown supplier approaching a global manufacturer, that check is the whole conversion step.

Results

Access at the top of the market, at volume. These are the accounts the business most wanted to be in front of, and the programme now runs continuously rather than as a campaign.

Pipeline

More than 80 qualified leads generated per month, on an ongoing basis.

Global accounts opened

Meetings booked with Boeing, Lockheed Martin, FedEx, Walmart, CAT, Kroger, Blue Origin, Intel, Ford and General Electric.